• Ad Age, Tuesday, August 1, 2006 12 PM

The demise of 8-year-old Teen People's print edition last week indicates just how quickly digital media can change things, reports Ad Age. The book was an instant hit when it launched, but a lack of ad pages led to a decision that the brand would be more effective as a Web site. Hachette Filipacchi reached the same conclusion for Elle Girl. Ad Age cites the case of video-game advertisers cutting magazine spending to $28.8 million last year, from $46.1 million in 2002. At the same time, they nearly tripled their online dollars. Recently, an AOL-owned action-sports Web site called Lat34.com asked youth-marketing agency Fuse how to tell teens about a surfing sponsorship. "Five years ago, the conversation would have been all about print media," says Bill Carter, a partner at Fuse. "There might have been some secondary conversations about the Web. In the conversation we just had, none of it was about print."

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