In the gap of stability : the search for old media business models in the digital environment

For traditional media companies such as radio, television and especially the Press, the formation of effective business models in the Internet ensuring stable functioning in digital environment is a fundamental strategic challenge. Over the years, these companies followed their readers and viewers into the so-called new media environment. However, their engagement in the Internet activity outpaced understanding of how to benefit from it financially, at least to compensate its costs. From a strategic point of view, digital distribution channels remain a risky, though necessary, strategic decision for traditional media companies. Media companies, especially publishers, which use old models based primarily on advertising revenues have been standing in the transitional period of “stability gap” for more than 20 years due to the lack of continuity of effective business solutions. They are trapped in this transitional period when the existing models no longer provide development, and new effective solutions either do not exist yet, or are exceptions unable to be adapted creatively. In face of common threats of revenues decline, efforts to seek fresh models focus on the idea of new aggregation. Few successful examples in various global markets, however, require creative development in the diverse media systems