With the recession accelerating the shift of marketing budgets from print to online, b-to-b publishers are hungry for new business ideas. Exemplifying the trend, a capacity audience turned out last month for American Business Media's panel discussion "What Online Models Are Working Today?" The free seminar was held at Scholastic International's New York office.rnBruce Rogers, chief brand officer ofrnForbes Media, said the measurability of the Web has led marketers to favor direct response efforts online. "But brand advertising works on the Web, even though 99% of the people viewing an online display ad do not click on it," he said.
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