In the communication process with consumers and collaborators, traditional media channels – like television and press – have, further, a very high visual effect, but these things are a unidirectional method for transmitting information.

The alternative is constituted by arranging of interactive communication in the center of actual changes as new media (electronic, for example) are establishing contacts in both ways between millions of people situated in different regions as they are using computer networks and quality telecommunication equipments. Thus, a greater number of users are accessing information content from mobile devices anywhere and anytime.

In the process of adapting at these market changes, the editors have the opportunity to reach at a different target through on-line and mobile editions. To optimize on-line channels they have to proceed objectively and the decision have to be based on the performance key indicators. This approach, based on concrete figures, facilitated by web analysis, helps media companies to concentrate their efforts to have success with electronic versions.