Ad Sales Pay Writers--So Read This

**"Doreen Howard" g*@charter.net**

April 18, 2006
NEW YORK (Adage.com) -- It's a moment that has been anticipated for a 
decade, but that makes it no less seminal. This is the year, according to 
Merrill Lynch, the Internet collects more ad dollars than magazines.

Magazine publishers aren't worried about the Web collecting more ad revenue 
than their medium.

Assuming the forecast is correct, magazines will become the first big medium 
to watch the Web pass by -- unless you count phone books, which are also 
projected to fall behind in 2006. Yet magazine publishers insist that's not 
bad news, but rather an opportunity for those among their ranks that have 
already started the shift to being digital savvy, media-neutral purveyors of 
content.

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