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Despite the mad rush of media companies establishing sites on the Web, hardly any are making money. Mark Stahlman , president of New Media Associates Inc., a media research company, and Information Week columnist, thinks that problems inherent in the Net will lead to the death of functional business models for most commercial sites within the year. It's time to stop chasing the obvious mistakes and begin to create a truly new media industry. Because it's worked in every other medium. The key for publishers is that they adapt themselves to the unique qualities of the Web and not force models from either broadcast or print into this medium.