• The Cincinnati Enquirer , Thursday, September 21, 2006 12:15 PM

Revenue from Internet sites, from comparison shopping to broadband shows on how to remodel your bathroom, now totals 13 percent of the E.W. Scripps Co.'s revenue--and that may rise once the effectiveness of Internet advertising can be proven. Ken Lowe, president and chief executive officer at Scripps, says "eyeballs are shifting faster than dollars." He adds that millions of consumers are now watching video on mobile devices, which forces media companies to find new platforms: "Guess what? Your DVD player is about to pass into history, too. We have more control now over what we watch and when we watch it than ever before." The media company recently acquired online comparison-shopping sites Shopzilla and uSwitch. In the comparison-search model, advertisers pay only for customers who have clicked to their site. The shopping sites that form Scripps' new interactive division are the latest step in its transformation from a newspaper company to a content company that furnishes platforms for advertisers.

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