Internet Age Broadcaster 2nd Ed: 2001 Broadcasting Marketing Business Models.

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Completely updated for 2001, this is THE book broadcasters need to chart their long-term Internet strategy. Discover how the decade's most powerful communications tool is revamping the entire broadcast industry and how you and your station can benefit.

The race for the global digital network is taking off via the Internet. In just a few short years, Internet activities like e-mail and the World Wide Web have become commonplace. Now the Internet is leaving its digital imprint on the broadcast industry with Web pages and signals that can be pushed, pulled, and delivered to PCs, TVs, mobile devices, and across wireless networks.

The implications for your station are staggering.Written by industry experts with dozens of examples and case studies, Internet Age Broadcaster shows how broadcasters are marrying creative and business to establish two-way interaction with audiences and advertisers, deliver better services and products, and make money in the process.

Learn from your network colleagues and your peers at TV and radio stations across the U.S. how to create innovative partnerships, develop promotional and database marketing campaigns that work, and maximize the Internet's financial and technological potential.

From big-picture economic, legal, and regulatory issues to the basic how-tos of website design and development, Internet Age Broadcaster is must reading and smart business.