Hefner has a lesson for broadcasters

Hefner has a lesson for broadcasters
Hugh Hefner’s announcement Friday to the Hollywood Reporter that the bulk of the company’s revenue no longer comes from the magazine is yet another wake-up call for broadcasters. In an article in today’s MediaNewsDaily, Playboy.com president Randy Nicolau said online is where it’s at. “Everyone here views online as the driver of our growth in the future,” he says. “Don’t get me wrong — the magazine will always be the hub of everything we do. But I think we’ve barely started to mine the potential of the Web for us.” Playboy is just the latest example from the publishing world that’s picking the interactive “low-fruit” of the Internet, and I continue to be mystified as to why broadcasters don’t get it.

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