"First, let’s try to get your attention. It IS the Internet stupid, but NOT in the way you think. It is interactivity but NOT in the way you think of that either. Merely having a site is no longer enough. Nor is having a site that posts local news–a recent survey found more than 91 percent of television Web sites already do. It is also no longer enough to use your site to reach out and touch your viewers with e-mail news alerts or program promotion. What’s important now is how you use the Web to let those viewers reach out and touch you back. In other words, it’s time to re-define interactivity."
Jeff Gralnick, 5/10/2001
