Bridging the Gap: The Web Scorecard as a Holistic Instrument for Performance Measurement and Strategic Management of Online Activities of Media Companies—An Extended Abstract

Abstract

The face of media is radically changing due to digitalization with its new opportunities of presentation, storage and distribution, shifting media consumption towards the internet, and media convergence. Information is not only produced and consumed much faster and in much larger volumes, but also in a more individualized, interactive, and versatile way. While traditional media continues to decline, online content is becoming more important. Consequently, online strategies and their implementation are crucial to the success of media companies. The mere complexity associated with the seemingly unlimited options the Web has to offer leaves online activities themselves challenging to some media companies. Moreover, even experienced companies are puzzled by the need to continuously adapt their offerings and quite often even their entire strategies to the rapidly disseminating innovations and radical changes in their competitive environment.