Citing a study sponsored by the Interactive Advertising Bureau, which showed a migration of ad dollars from conventional media to the Internet--especially search sites--Red Herring reports that the
shift may well be irreversible. "As the concept of a mass U.S. audience fades further and further into history, advertisers are casting about for new formulas that go beyond traditional media such as
television, radio, and print," says Red Herring, a site that covers the business of the Internet. "Numerous studies commissioned by the advertising industry tout the growth and importance of new media
such as the Internet, cell phones, digital video recorders, on-demand video, and PDAs. But the industry still looks at new media with some skepticism. The marriage between advertisers and the
triumvirate of TV, radio, and print goes back at least a half century and still draws the lion's share of U.S. ad spending." The question posed by Red Herring and practically everyone else that
monitors media spending is, how long before the Web becomes co-equal with old, traditional media?
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