Cross-MediaNew Study Proves Net’s Impactby Lee Hall, leehall@reporters.net Online publishers like to tell potential clients that Internet ads should be part of an overall advertising mix. Until recently, however, publishers have not had much useful information available to back up their claim. That began to change earlier this year, when the Interactive Advertising Bureau (IAB) released results of its joint research project with the Advertising Research Foundation. Reallocating a portion of the advertiser’s budget from print or broadcast to online, the study concluded, could increase brand “impact” by up to 20%. …

Future Tool World Theatreby Paul Gough The future of entertainment looks digital, and World Theatre Inc. wants to be a big part of it. Imagine selecting and buying billboards, high-resolution plasma screens, and movie ads by daypart, and then being able to upload creative and send it to roadsides and theater screens worldwide. And imagine having a mechanism for easy consumer response. It’s a future that may happen within the next year or two. The Raleigh, N.C.-based company — which also has offices on West 57th Street in Manhattan next to Carnegie Hall …