INFORMATION SOCIETY: THE INTERNET, A DEVELOPMENTAL OPPORTUNITY FOR TRADITIONAL MEDIA.

The study points out that growth rates for advertising income and E-commerce on the web "are still very strong", but considers that because of the "specific characteristics of Internet communication" and because of "the global coverage approach of the major advertisers", the advertising income of the major media will not be strongly affected. The magazine press groups will, however, have to face up to the likelihood of a shift in their advertising budget toward Internet sites and television theme channels. As Mr Lo Franco noted in presenting the broad outline of the study, Ford has transferred 25% of its advertising funds to the Internet. But the magazine publishers can "convert this double threat into an opportunity", provided that they possess the necessary product - "the first condition for success on the Internet or on the television theme channels". The publishers of professional periodicals, who offer very specific information and who possess a recognised brand, are the best placed to flourish on the Internet, according to the study. For its authors, the winning strategy is the one followed by the Dutch firm Wolters Kluwer, which uses the web and its technology as a platform to distribute its product. On the other hand, the development of the Internet has had a negative impact on media groups like...