Well it's been a good 100 years for print publications and print advertising. They've made hand-over-fist money for decades upon decades - and now it appears to be the changing of the guards.

With online ad spending to surpass print this year - based on projections - it's officially a new world as online spending continues to grow and continues to eat print's lunch.

I don't see print going away anytime soon - there's still plenty of demographic audiences that still want to read a printed publication - but ultimately it'll steadily decline to the point where print publications will either need to change their ad model or go away.

I can see them working on a response-based model - essentially charging for results - on a per lead or per sale basis. I could even see publications partnering with the likes of advertising giants who no longer pay rate card but pay publications a percentage of sales gained from advertising.

It's all about results - but then, we already knew that right?

Online Ad Spending to Surpass Print in U.S. This Year
http://www.businessweek.com/news/2010-03-08/online-ad-spending-to-surpass-print-in-u-s-this-year-correct-.html

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