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Chapter 12. Creating and Managing Content > Integration with Other Media

Integration with Other Media

As the Internet becomes more and more integrated into everyday life, there are increasing opportunities to link other media into the Web for commercial purposes. Four essential characteristics of the Internet make this exciting.

  1. Capacity. Except for modest storage expense, the marginal cost of Web content is essentially zero. Product information can be voluminous and detailed.

  2. Currency. Content on the Internet can be kept up-to-date. Catalogs, pricing, inventory, and financial and regulatory information all change frequently.

  3. Transactions. In other media, an advertisement exhorts one to telephone for a transaction. On the Internet, the transaction is right there.

  4. Bandwidth. Internet bandwidth is large and increasing, but not unlimited. Individual access to the network is frequently over dialup telephone lines using modems running at 28.8 Kbps or less. In addition, many laptop users work in a disconnected mode while traveling, with no immediate access to the Net. Many users, however, are able to access the Net using high-speed corporate LANs, 56-Kbps modems, cable modems, DSL, or satellite links.


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