Are Media Companies Investing Enough in Interactive TV, Mobile and Online?

How many of the thousands of media companies that are now dependent almost exclusively on advertising revenues will survive intact to 2020 without making substantial changes to their core revenue-generation models?

Advertising, by definition, is a one-way communications technique for distributing commercial messages to audiences via multiple media options. In 2010, advertising in traditional advertising (including online) represents only an estimated 30% of marketers' total communications budgets, according to Jack MyersMedia Business Report. By 2020, marketers are projected to invest only 15% to 20% of their almost $1 trillion in total marketing communications budgets in advertising – with the other $800 billion going toward direct consumer activation -- using coupons, incentives, direct marketing, point-of-purchase, events and other non-advertising marketing tools, much of it viainteractiveonline, mobile and TV media.

Is it a business imperative that traditional media content and distribution companies invest in the human and technological resources to actively develop interactive tools and resources that connect marketers to consumers? Are they investing sufficiently and proactively today? What do you think? Comment Here.

 JackMyersThinkTank and MediaBizBloggers are free and underwritten as an industry service by corporate subscribers toJack Myers Media Business Report. For subscription information, visit www.myersreport.com. Visit the archives of JackMyersThinkTankand MediaBizBloggers.Jack Myerscan be contacted directly at jm@jackmyers.com .