JupiterResearch: Content Producers Need Intermediaries to Succeed

In order to succeed in the long run, content producers must acknowledge the importance of blogs, portals, and aggregators in connecting with their audiences, according to a new JupiterResearch report, "Networked Media: Thriving In An Intermediated World."

The report points out, for example, that 57% of 18- to-24-year-old Internet users get their news from portals versus 21% from cable news sites--and online users now trust portals nearly as much as traditional news media.

"To thrive on the Web, news sites must become more network-focused and aggregate content from other sources while distributing their own content through intermediaries," said David Schatsky, president of JupiterResearch. "By paying closer attention to the tendencies of the end user, these sites will be able to evolve and meet the needs of a wider online audience."

"Not only must content producers embrace intermediaries to serve their own audiences and reach out to new ones" explained JupiterResearch analyst Barry Parr, but "they should exploit opportunities to become intermediaries for their core audiences."

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