1. In what ways does each Web site facilitate interactive communication between the firm and customers? A vast majority of traditional media (television stations, newspapers, magazines, and radio stations) are now using the Internet to build relationships with readers and viewers. For the media, the Internet provides an excellent way to build a database and to communicate one-on-one with customers. Although individual sites change frequently, some media sites that have provided opportunities for interactive com- munication with customers and for building a database are the following: Business Week (www.businessweek.com) New York Times (www.nytimes.com) Advertising Age (www.advertisingage.com) Newsweek (www.newsweek.com)