Information at the speed of cable

Undaunted by initial forays whose execution didn't match the hype, automakers are looking to create their own online broadband channels, reports AdAge.

Automakers, ranging from Scion to Audi to Cadillac, are working to create content that will be available online. Such channels are viewed as ways to make the move from push to pull marketing, where the consumer decides what materials to view and when.

A content-rich, broadband friendly site is seen as an always-on marketing channel that people will come back to.

Companies are still looking to overcome the problem of letting people know about the sites. Some, like Cadillac, are including the website as part of their traditional advertising efforts. Others, like Toyota, are simply using e-mail alerts to build awareness.