• The Huffington Post, Wednesday, November 12, 2008 9:30 AM

Media companies need to focus harder on how they can wean themselves off their addiction to ad revenues and capture the other 70% of corporate marketing budgets they rarely touch.

Every network television series, newspaper section, radio personality and magazine category should be reviewed for its long-term brand vitality, not based on ratings but on non-traditional revenue potential. The question is: How much revenue can a brand generate from events, sales promotions, database marketing, cause-related initiatives, long-tail sales, and other below-the-line marketing budgets?

"Just as Proctor & Gamble assessed the brand vitality of each of its products and categories, then shed several while investing heavily in others, so should media companies review their businesses as collections of independent brands."

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