This New York Times (@NYTimesAd) article by Brooks Barnes (@brooksbarnesNYT) shows how difficult it is for traditional companies to adjust to the digital age; they have to learn a whole new way of thinking and doing business. The article has implications for all book publishers.
Trying to finally master the Internet the way it has theme parks or animated films, the Walt Disney Company has redesigned its website, Disney.com, for the third time in 5 years.
Figuring out the Internet is critical for all media companies, but Disney’s future in particular depends on a winning strategy. The children it hopes to turn into lifelong consumers of its products are increasingly living online. Disney Channel used to be the company’s most important welcome mat. Now executives refer to Disney.com as the “front door.”
Also see our blogpost, “In Customer Service Consulting, Disney's Small World Is Growing.”
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