Talking about the total disruption of the newspaper industry, a recent article uses the auto industry to show how and why this is happening.
What's important to us is to understand how we can use this for our advantage in our marketing campaigns.
For example, there are two main reasons the auto industry is transferring so much of its advertising dollars to the web:
1. It's where their customers are going to check for information on the 
options available to them, and to educate themselves for when they talk to those selling the autos.
2. Probably even more important from a marketing standpoint, is that the Web offers ways to measure an advertising campaign far better than anything else out there.
Greg Besson, an executive with Houston's Group 1 Automotive Inc. says, "We can pretty much measure it -- cost per lead," but if you put an ad in the Sunday paper it will probably cost more than $2,000 and you have no idea who comes through the door because of it. We've wasted a lot of money that way."
These are two of the biggest advantages of the Internet. In one form or another, we should hammer these things home in our messages to our customers; especially if we've created sites for an advertising model.
Remind them over and over again how people go online to get information before they buy, and how there is nothing more accurate for measuring the results. It will greatly increase your results for attracting advertisers.
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