Is This the Future?

by Roger Pynn

It won’t be lost on ad buyers that Time Inc. proudly marked a milestone in November, announcing that for the first time ever its websites had more unique visitors than readers of its printed publications … Time, People and Sports Illustrated.

Advertising Age reported the news online saying, “This is an important mile marker for Time Inc., which is looking to its websites to help offset declining print revenue,” but noted that declining print advertising “remains a more lucrative business for Time Inc., which can fetch higher ad rates in print than online.”

So the question is, will there be a day in the future when the reverse is true?  Will clicks become more and more valuable?  Or will the attention of digital audiences remain a commodity?  And, if so, where’s the tipping point in the valuation of media companies?

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