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Ad dollars drive online move - Research and experience indicate print delivers declining results for advertisers.
Why are magazines transitioning from the dual role of print/online entities to publishing exclusively online? The answer is as simple as "follow the money."
The magazine business model dictates that publications must follow the advertising dollar. And increasingly, Fortune 500 high tech companies are transferring their ad dollars from print magazines to online venues.
One VP of advertising at a major high tech vendor who declined to be identified said his company has seen a significant decline in the ability to "break through" in print. "What we found is that feeling better about our brand is decreasing and decreasing in print," the executive said, adding …
