Describe one major difference about the web environment. Evan I. Schwartz in this article asserts that traditional views of media have to change for advertisers to have success with new media. His key points are . . . Consumers will rarely pay a subscription fee for access to a Web site. In short, the web is considered a freebie.
Income has to come from what the web sells, promotes.
The old models of selling advertising do not apply. The web does more than create passing familiarity with brands. It provides highly specific and individualised communication that ties product to user. Marketers are not on the Web for exposure, but results. TV is for exposure, the web is there to consummate sales.