In the latest issue of Strategy+Business magazine, an analysis of the digital media strategies of the top 25 media companies…this is a summary of the full article in the mag. The study identified four models that capture the most prevalent digital strategies of these companies:
– Direct or de facto coordination of all in-house Internet and other digital operations at the senior management level. Cable providers most often followed this model.
– Decentralized Internet and other digital operations with divisional-level control of properties, an approach favored by newspaper companies and the cable networks.
– Cooperative ventures in which distribution and content are shared among two or more companies, a model favored by entertainment conglomerates and Internet portals.
– External investments in entrepreneurial ventures, in which the parent company gains access to innovation without full responsibility for operations. Time Warner’s 8 percent stake in Google is an example.
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