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For B2C Marketing Professionals

What, If Anything, Can You Do About Digital Holdouts Among Media Fans?

April 7, 2010

Authors

  • By Sonal Gandhi
  • with Mark Mulligan,
  • Laura Wiramihardja,
  • Annie E. Corbett

Why Read This Report

Not all ardent fans of traditional media also enjoy it digitally. The reasons for and the extent of digital non-adoption varies by the type of media. While a passive approach to these fans' digital conversion seems like a good idea at first glance, there are risks involved in doing nothing. New devices present new opportunities to bring these traditional fans into the digital fold without losing out on their high average revenue per user (ARPU).

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