If your readers fell in a forest, would you hear it?

WSJ.com proves that affluent readers continue to move online. In March unique visitors at the site were up 175% to 15 million, despite the fact that WSJ.com continues to charge for much of its content.

Meanwhile, traditional paper-based news magazines are tipping over. Newsweek's circulation is down 16%; Time has plummeted 19%; and U.S. News & World Report announced last week it would cut its rate base a whooping 500,000 to 1.5 million -- and print only 36 issues a year instead of the former 46.

These numbers mean that anyone advertising in traditional print may be seeing declining inquiries and rising customer acquisition costs. If you have been reluctant to explore web display advertising, it's time to start that engine. (Photo by Cicada.)