It's interesting that those who embraced the initial push for distributed media are often those most resistant to push as a way to increase distribution.
Push is interactivity on demand.
It's active content for passive viewers, and interactive content for an involved audience. It's not about producing media, but about delivering an experience. True marketeers push the relationship, not the product. And each month, Columbia House provides a magazine to help you keep abreast of the exciting world of music entertainment. In the same way, online services based on traditional media models could adopt push marketing to provide whole product solutions, to finally deliver on the promise of new media.