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Consumers of offline media are shifting to online media by the millions. And while advertisers' dollars are following them, publishers have not yet figured out how to generate the same levels of revenue from online advertising as they traditionally have from offline.

According to Michael Hirschorn, for example, writing in the January/February issue of The Atlantic magazine, "Already, most readers of The [New York] Times are consuming it online. The Web site… boasted an impressive 20 million unique users for the month of October… The print product, meanwhile, is sold to a mere million readers a day and dropping….

Read the full story on iMedia Connection