Unterman had worked with other media companies, including the Tribune, on joint Internet ventures such as a classified listing that also included the New York Times . Unterman soon was briefing board members on the Tribune's stragegy, contrasting that with Willes' own less aggressive stance on new technology. Simply put, boring growth wasn't enough. Moreover, by relying so heavily on traditional media, the Times found itself at the mercy of reality. On the other hand, new media is beckoning with promise that no one understands but few are willing to argue against.
Willes is certainly right on several fronts.
No one has figured out how to create advertising that people will watch on the Net. And news being news, people want to click and read, and don't want to pay for the privilege. But Willes' undoing was turning his back on what he didn't understand, rather than positioning himself for the unknown future. And for the news business, change is fast overtaking it. As Mark Willes learned, either jump to the head of the parade, or get out of its way.