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Start arrow Agenda arrow 22@Breakfast arrow Past Events arrow 22@Update Breakfast May 2007
22@Update Breakfast May 2007
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José Luis Rodríguez, Area Digital General Director of Godó Group, has pointed out "Internet has changed the rules of the game. and Xavier Castellnou, Canal IP Sales Manager, has pointed out that 70% of Spanish internet users make use of search engines.

JOSÉ LUIS RODRÍGUEZ, AREA DIGITAL GENERAL DIRECTOR OF GODO GROUP: .INTERNET IS NOT A FUTURE CHALLENGE. IT IS A CURRENT CHALLENGE. .THE INTERNET BUSINESS MODEL IS TO BE FOUND IN THE MONETIZATION OF THE AUDIENCE.

Barcelona, 31st May.- .Internet is not a future challenge. It is a current challenge and the traditional media have to quickly move on into this new world.. The Area Digital General Director of the Godó Group, José Luis Rodríguez, defined this way the current situation that mass media are living during the 22@Update Breakfast that has been organized by 22@Barcelona in collaboration with Canal IP Online Marketing consultancy.

For Rodríguez, .Internet has changed the rules of the game., both regarding the audience and the business model. Thus, we go from the so-called .mass. to an audience that is made up of many individuals. Before the traditional media which are unidirectional and thought for consumers with a unique message, Internet provides an interaction among individuals and the consumer is also an addresser, since he is able to create a message on his own, so that it turns out to be personalized.

.Internet business model is to be found in the monetization of the audience. Before the free offer that is available, its use must be made profitable by means of advertising, having the audience in mind., José Luis Rodríguez has pointed out.

Therefore, traditional media have to redefine and specify the core values of journalism within internet. So, for the Area Digital General Director of the Godó Group, .the media have to be in charge of filtering, validating and enriching the information; sorting visits flow and traffic and controlling their credibility.. This way, it will also allow us to define the new relationship with the consumers and the new models of monetization of the activity.

How to be an Internet Waldo
May.s 22@Update Breakfast have also counted with the collaboration of Canal IP as host, Online Marketing consultancy, that has pointed out that 70% of Spanish internet users make use of search engines. Thus, .the companies have to become the mythical figure of Waldo so as to stand out when searched in the engines., Canal IP Sales Manager, Xavier Castellnou, has pointed out.

In order to achieve this and to be within the so-called .Top 10., that is to say, the first ten links appearing in the search engines, .the most important is to define the search criteria by means of an adequate Internet ranking, that will originate more traffic towards the company.s web site., Castellnou has pointed out.

To sum up, the 22@Barcelona president, Miquel Barceló, has emphasized the important role of the digital era in nowadays society.
 
 






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