Reuters Takes Direct Action

An analysis of Reuters’ efforts to develop a direct media brand, (from a UK perspective) an effort we’ve been documenting here in much detail. As usual, the expert opinion on whether this will work or not is mixed.

PHDiq joint managing director Ben Christie casts doubt on whether the interactive approach will bring in the “adult money” Reuters Media needs if it is to double revenues. He also questions the attraction of dramatic news clips for advertisers. “Would you want to sponsor the Beslan crisis?” he asks.

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