CHRISTIAN MAYAUD  -  THE VERTICOM GROUP 

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Intro | Economics | Paradigm Shift | COMTENT NOT CONTENT | Multimedia Integration

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Media Maturation: Horizontal . Vertical Mkts
Broadcast TV
CBS
ABC
NBC
Cable TV
Multichannels
Specialty Cable
CNN
MTV
ESPN
Discovery
On-line Services
AOL
CIS
Prodigy
Internet
>100,000 Web
Sites
?
HORIZONTAL VERTICAL
Time
Sponsors, not end-users, drive media
Content Providers Sell -Content
to End-Users
End-User Access to Sponors
Content is a “Loss-Leader”
End-Users are Trained not to Pay Full-Freight
Content Value provided is proportional to the Sponsorship
Vertical Focused Media Generates the Highest
Need Higher Margins for Higher Cost Media
• Unfocused
• Broad, shallow
• Untargeted
• Focused
• Specialized, deep
• Targeted

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