• DM News, Tuesday, February 28, 2006 10:30 AM

Despite an increase in magazine industry advertising last year, the Internet and Web advertising pose a huge challenge for most publishers--especially business-to-business and certain categories of consumer magazines. BTB and vertical segment advertisers are increasingly driving their print budgets to the Web, and according to DMNews, that's unlikely to change. Like newspapers, consumer niche magazines and BTB publishers must figure out a way to create a meaningful online presence. Another problem for these specialty publications is increased pressure from buying and planning agencies to produce the kind of reporting they've become accustomed to with Web advertising.

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