Smart media are working hard at instituting interactivity into their business model. There is an urgency to the transition, as if their businesses depends on it. Fact is, they do.
Adam Lashinsky of Fortune discusses in this article how big media are struggling with the role of chief interactive officer. Some have fired their executive, and others have enhanced their role, seemingly to help them change the corporate culture. As he points out, “That the companies no longer are singing from the same hymnal says a lot about the volatile state of ‘old’ media vs. ‘new.’ “
My friends in the “old” media really get that they are fighting for their livelihoods. Utilitizing interactivity is one more way to try to keep their businesses alive.