Bertelsmann Eyeing Online Networking Scene
Bertelsmann, the fourth largest media corporation in the world, thinks that it’s about time to use the Internet as a tool to further connect their older club members. Currently, the German media giant has its own Direct Group of book, CD, and DVD clubs available to its customers. They would like to convert this traditional group of clubs into an online network targeted at older people with common interests.
Chief Executive Gunter Thielen said that Bertelsmann has been examining demographic trends and says that the future will include aging populations. “People are getting older…and older people are getting lonelier and they will need communities where they can share their interests,” Thielen told Reuters in a recent interview.
“It’s challenging teaching that audience to use those kinds of tools. It may not be a natural thing, but it could work if they do a good job data mining and finding people with like passions,” said David Card, a Jupiter analyst.
Advertisers have been targeting older demographics more and more, which could make this enterprise lucrative for Bertelsmann and Direct Group.
However, there are those who are not optimistic about this venture. Internet Consultant and creator of Search Engine Watch, Danny Sullivan points to the fact that successful online networking sites like MySpace and YouTube relies on “younger people who are trying to make friends.” Sullivan points out that “When you’re in your 50s, you’ve probably already got friends.”
Direct Group is part of Bertelsmann, and currently directs book and music clubs in 22 countries around the globe. Bertelsmann also owns publisher Random House, half of Sony BMG, and European broadcaster RTL.
Source:
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