• Ad Age, Thursday, December 15, 2011 3:54 PM

"Should magazines automatically activate any web addresses mentioned in a print ad -- whether it's Folgers.com or Facebook.com/DKNY -- when the ads get digitized for tablets? Or should advertisers pony up for the privilege?"

Nat Ives asks that question of three major publishers and gets three distinct answers. Of the trio, only Conde Nast charges extra for each hot link -- $5,000, to be exact. Here's the money quote from a CN spokeswoman: "We feel strongly that we offer our advertisers a unique environment in which to reach our affluent and influential readers, and that our pricing is in line with that opportunity."

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