Reach and richness were two characteristics of information that were considered in a trade-off for the audience. Radio and television had reach, but the richness of the programming was not up to what people expected. Even with 300 channels many people complain there is nothing to watch. Books have richness, but nobody reads anymore. However, the Internet appears to provide both richness and reach.
a. In what ways does the Internet overcome the problems of both reach and richness when we compare it to radio and television?
b. Unlike radio, the Internet provides pictures. Unlike television, the Internet provides text. How has this duality altered the use of advertising by companies to reach their clients?
c. Today, every company has an Internet site that provides information about their products, services, and often the prices of their wares. This all makes the consumer a better shopper, but what are the advantages for the company?
d. What reach/richness do the social networking channels offer relative to the Internet?