BELO’s DECHERD BULLISH ON FUTURE OF INTERNET
There is “a business in the business of new business,” Belo CEO Robert Decherd said late Fri. in bullish speech on traditional media’s future in Internet-related activities. Speaking in Dallas to Interactive Newspapers Conference, he said consumers increasingly were turning to Internet for their news and information, confirming media’s role in advancement of interactive and online information: “We brought content to the radio spectrum and consumers followed. We brought content to the television spectrum and consumers followed. We are bringing content to the Internet and consumers are following.”
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With many companies scaling back their Web-related activities, including TV networks (CD Jan 30 p7), Decherd said “this is not a time for retrenchment. This is a time for well- managed entrepreneurism, for calculated risk-taking. This is the time to stay the course and find the path to profitability.” He emphasized 4 essential components for media to succeed: (1) Focus on consumer. (2) Preserve “our advantage of localism.” (3) Prepare offerings adequately for broadband. (4) “Practicing excellence in journalism online.”
Belo Interactive was formed as separate division in May 1999 to “extend and expand Belo’s news product online,” Decherd said. Company has been aggressive in developing new interactive products for consumers, he said -- individually and through alliances with other companies. Today, he said, Belo manages 37 separate Web sites on “a broad range of Internet-related products.” In 2000, “hits” on Belo sites grew from 23 million monthly in Jan. to 71 million in Dec., with number of “visitors” jumping from 548,000 to 4.9 million monthly.
Meanwhile, The Media Audit released survey reporting that Web sites of TV affiliates were competing effectively with newspaper sites. In 4 markets -- Cincinnati, Denver, New Haven and Des Moines -- TV stations have overtaken newspaper Web sites in their use by consumers, Media Audit said, and are close 2nd in several other markets. Study also found that local media were beginning to take Web seriously, Media Audit co-Chmn. Robert Jordan said. In 1998 and 1999, “we found very few takers” among media companies for surveys on Internet usage, he said. “But, in 2000, interest grew dramatically and is continuing to grow.” Of 345 TV stations operating Web sites covered in survey, “more than half are still in the starting gate,” Jordan said. Most successful TV Web site is operated by WRAL-TV Raleigh-Durham, which has attracted hits by 19.4% of adult viewers, followed by WCPO-TV Cincinnati with 15.8%.