According to data released on Monday, newspaper circulation fell 2.6 percent during the six-month period ending in March. During this period, newspaper run websites saw an 8 percent increase in users. Keep in mind roughly the same drop was seen the prior six months as well.

So is the writing on the wall or on the Internet? Gotta love my jokes. Several folks have predicted the demise of print newspaper as we know it for quite some time and it is certainly looking like this is the case. There is a silver lining - people still want news! The once powerful print subscriber base will begin to focus dollars online and will not mind paying a monthly fee for unlimited access to news.

I would also predict a faster shift to online subscription on the West coast as the LA Times and San Francisco Chronicle were faced with the largest declines. The Chronicle saw a 15.6 percent drop in circulation in six months!

It is also important to note that many papers reported record profits this last quarter - where in the world did this come from? It came from belt-tightening and soaring profits from online advertising sales. More proof the shift to online is well underway.

OK folks - I have been saying it for a long time but here goes again. If your marketing efforts do not include new media - you are missing a huge part of the population! The demo you are missing has money to spend and they make decisions about spending that money on the internet.

This group gets their news online, pays their bills online, books flights and hotels online, even buys cars online. This group is becoming larger by the day and traditional advertising efforts do not reach these folks. How do I know… I am one of these people. I am married with 4 wonderful children, and I cannot tell you the last time I responded to a traditional message. I don’t have time for it. I want my message to meet me when I have the time to see it and have the means to purchase it!

The Internet has turned interruption marketing on its ear. Marketing to a person who is asking for my message is extremely powerful. Gone are the days of guessing on ad copy. Gone are the days of waiting months for data. Gone are the days… well, you get it.

Over the days to come, I will do my best to convince you that New Media must be a part of your new marketing eco-system. Your business must adapt to the changes taking place in the ad world. I hope you come along for the ride!