if Conan could get just as many people to engage with marketers through his online content, as might TRULY watch the commercials during a broadcast at the coveted 11:35 p.m. Monday to Friday time slot, he couldn't yet generate enough revenue to sustain the quality of his show. This is in spite of the fact that marketers who deliver their message to Conan's online audience could track “who is watching” with a greater level of detail of, and have greater tools with which to engage Conan's audience.

Think about this for a second. Even if Conan O'Brien could generate the same audience, with even greater levels of transparency and tools for engagement, he would generate orders of magnitude less revenue.

via MediaPost Publications Why Conan O’Brien Can’t Go Just Internet — Yet 01/19/2010.

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