Audiences are limited to the choices within their TV reception range or by the reach of a newspaper s distribution network. By contrast the Internet is a global medium. Audiences can obtain content from anywhere in the world. Television networks and newspapers rarely refer to their competitors. Internet competitors often find advantage in linking to each other.
Television is overwhelmed by lowest common denominator culture.
Newspapers and online are much more a first choice culture. Their audiences actively select content and are never in blob mode. Audience flow-control strategies similar to those employed by television networks have had only limited success in the online medium. Marketers who talk about control of online eyeballs have failed to understand that the Internet audience is not in TV mode . People in the online audience have the power to determine their own agenda.