Media companies learned their lessons about the Internet by building extensions of their core, traditional brands. Those same lessons don’t always apply outside of core Web sites.

A common perception among TV and newspaper managers is that they deliver the bulk of the revenue for their Web site operations. The sites are resource hogs. For many years, they lost money.

Media sales staffs are used to dealing with numbers that track their productivity, such as budgets, pipelines and close ratios. Journalists tend to abhor the idea.

Newspapers rely on the upsell of their print ads to drive online classified revenue. But the decline in print volume means a decline in online volume if print is the only source of ads and revenue.

Media sites often see blogging as an application for their columnists to express opinions and allow readers to comment in return.