Internet and Traditional Media

Knowledge@Wharton writes:



"According to Wharton marketing professor Peter Fader, online companies' invasion of traditional media buying is only the latest example of the Internet's ability to transform industry after industry. "A lot of people viewed advertising as a sacred area where only advertising people have expertise. I say 'Phooey.' There's no reason any smart, resourceful firm should not be able to get in on the game -- particularly those with a proven track record in a related area," he says, adding that Google and the other Internet firms are looking at traditional media sales as an inefficient market where they can quickly harvest "big, tasty, low-hanging fruit."

Advertising follows people.
And, since people move (not so slowly) from TV to Internet also the commercials will follow them.
Because advertising without customers is a product without buyers.
And companies want buyers, not listing...