Media Industry Invests In The Internet But Is Less Keen To Advertise On It

A new survey conducted by MediaTel and the Electronic Telegraph has shown that the media community has invested heavily over the last year in the technology required to receive and utilise net-based services.

However, there is still relatively little activity when it comes to developing online advertising campaigns, according to the research conducted across the 125 media companies that subscribe to MediaTel’s online database.

Despite the level of business content now available over the internet, 13% of the sample still had no internet access at all. Of MediaTel’s subscribers 46% have leased line access (less than 20% a year ago); 20% use ISDN lines to connect and the remaining 34% access the internet via a modem link.

An early tendency to restrict access around companies seems to have been largely reversed. Over 80% of those surveyed said they had full access to the internet within their company. This is the result of more serious content on the web, better connections to make use of this and a little more trust amongst management, the research found.

MediaTel’s managing director, Derek Jones, said: “With MediaTel and a number of additional web-based projects we have been involved in recently we are well placed to monitor trends in this field. We are now seeing a rapidly evolving awareness across the media industry of the importance of internet and intranet technology to deliver a series of practical business advantages.”