Television Is the New Television: The Unexpected Triumph of Old Media in the Digital Age, Paperback/Michael Wolff
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Numar articol:198101354
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``The closer the new media future gets, the further victory
appears.`` --Michael Wolff This is a book about what happens when
the smartest people in the room decide something is inevitable, and
yet it doesn't come to pass. What happens when omens have been
misread, tea leaves misinterpreted, gurus embarrassed? Twenty years
after the Netscape IPO, ten years after the birth of You Tube, and
five years after the first iPad, the Internet has still not
destroyed the giants of old media. CBS, News Corp, Disney, Comcast,
Time Warner, and their peers are still alive, kicking, and making
big bucks. The New York Times still earns far more from print ads
than from digital ads. Super Bowl commercials are more valuable
than ever. Banner ad space on Yahoo can be bought for a relative
pittance. Sure, the darlings of new media--Buzzfeed, Huff Po,
Politico, and many more--keep attracting ever more traffic, in some
cases truly phenomenal traffic. But as Michael Wolff shows in this
fascinating and sure-to-be-controversial book, their buzz and
venture financing rounds are based on assumptions that were wrong
from the start, and become more wrong with each passing year. The
consequences of this folly are far reaching for anyone who cares
about good journalism, enjoys bingeing on Netflix, works with
advertising, or plans to have a role in the future of the Internet.
Wolff set out to write an honest guide to the changing media
landscape, based on a clear-eyed evaluation of who really makes
money and how. His conclusion: The Web, social media, and various
mobile platforms are not the new television. Television is the new
television. We all know that Google and Facebook are thriving by
selling online ads--but they're aggregators, not content creators.
As major brands conclude that banner ads next to text basically
don't work, the value of digital traffic to content-driven sites
has plummeted, while the value of a television audience continues
to rise. Even if millions now watch television on
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