According to Ad Age, it is projected that in 2006, magazine ads will be the first big medium to get passed by online advertising in terms of total dollars spent. While publishers have jumped onto the web, they have been very slow to fully embrace it and its full potential. I find it amazing that in vertical after vertical, it is usually not the existing incumbent (with its massive offline subscriber base) but new players that sit at the top of visitor rank pages. They need to need to be much more aggressive about reformulating their content, modifying their revenue models to fit the web and adopting new marketing approaches online…smaller chunks (as Fred Wilson says), actively distributed. Paidcontent.org has a recent post detailing the 30% growth in 2005 of online advertising.