• by Gaetano Pollice , November 29, 2007

If you can’t beat ’em join ’em, as the old saying goes: Traditional media outlets — such as those dusty, crinkly rags that leave you with ink-stained fingers that dirty your keyboard — are getting tired of being shoved around by the digital juggernaut. They’re tired. They’re not going to take it anymore. And they’re pouring their ad budgets into the very Grendel that’s killing them. It’s estimated that print publishers forked out $536.8 million in online advertising dollars in 2007 to extend their brands. By 2011, that number’s expected to jump to $1.03 billion and outpace the online spending of all media combined by 2009.