2. How does each firm use the Internet to gather informa- tion on customers? What information is gathered? Which site does a superior job of gathering informa- tion, and why? 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)