In keeping with our senior theme today, German media group Bertelsmann believes that its Direct Group–of book, CD and DVD clubs– can turn its aging customer base of around 35 million into Internet communities of like-minded people united by their similar cultural interests, a la social networking. No more details on this yet.
Bertelsmann burned its fingers five years ago on the Web with an ill-fated online book retailer that failed to survive competition with Amazon.com.
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