Net Passes Print Ad Revenue

[Bishop]

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.

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.

http://adage.com/mediaworks/article?article_id=108620