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Broadcast Network Online Organizations Offer Innovation

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For those critics who believe the traditional broadcast network companies are not offering innovation, a survey of online advertising buyers and planners suggests otherwise. Among the online advertising sales organizations of 41 traditional media companies, the five most innovative are owned by the big TV network companies. And among 40 Early Stage Sites and Sales Organizations evaluated in the Myers survey, Hulu –- owned by NBCU, News Corp. and Disney/ABC –- is rated most innovative. Hulu is also rated first, in a tie with, for "Exceptional Early Stage Company," followed closely by Federated Media, Babelgum and BlogHer, which is partially owned by NBCU's iVillage.

Today, Jack Myers Media Business Report is releasing to subscribers the detailed results from our annual Survey of Advertising Executives on Online Sales Organization Attributes. Subscribers may request the full reports at or by e-mailing requests to Three separate reports focus on the perceived attributes of 41 Traditional Media Sales Organizations, 40 Early Stage Sites and Sales Organizations and 11 Online Originated Sites and Sales Organizations. Respondents from online advertisers and agencies identified the primary attributes of the sales organizations from among six key contributors to the media buying decision-making process. Attributes include:

  • Quality Sales Organization
  • Value for the Investment
  • Valuable Content
  • Valuable Targeted Audience
  • Mass Audience Reach
  • Offers Innovative Opportunities

Among emerging sites and sales organizations, respondents were also asked to identify the exceptional early stage companies.

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