And the Times , as well as our other businesses in Los Angeles, all play important roles. In a time of explosive growth, when new products and services are competing for consumers' attention, new businesses need to create broad awareness and build well-known brands. And today's new-media companies also are finding that the most important thing to do is to get their brands broadly recognized. To accomplish this, all these businesses are turning to established mass media. Because creating awareness and building brands is what mass media does best.
Mass media can create broad-scale social awareness.
They can build traffic and build brands. They can do the heavy lifting that's required to reach large numbers of people. And they can drive those people to develop more intensive relationships with a brand through e-mail and other forms of direct interaction. On a broad scale, then, mass media influence the way people react to interactive media. Our newspapers and broadcasting properties are mass media, but they are also highly targeted local media.