Gregg Pratt recently interviewed Mike Johnson for Bridges Transitions Inc. Bridges is the leading provider of software-based and online education planning, career exploration, and high school/college test prep resources. You can find them online at www.bridges.com. The following is Gregg’s article.

The Internet's Impact on Advertising

The Buzz
North Americans are spending more time on the Internet, and advertisers are paying attention. New marketing strategies are emerging as Internet advertising grows. This presents opportunities for advertising workers with the right skills and talents.

Internet Advertising Growing
As Internet use in the U.S. continues to grow, so does Internet advertising. The Interactive Advertising Bureau says that in the U.S., the first quarter of 2005 saw Internet ad revenue pass $2.8 billion, a 26 percent increase over the first quarter of 2004.

For people in the advertising industry, this increase in Internet use is very important. Numbers show that for the first time, television has a competitor. They need to be thinking about where their advertising dollars are going.

Advantages of Internet Advertising
Paula Gignac is the executive director of a branch of the Interactive Advertising Bureau. She has a simple explanation for why Internet advertising is so appealing.

"In other media, advertisers pay for the potential reach or potential audience that might be tuned in," she says. "On the Internet, because the user has to lean forward and request a web page, we know that he or she is actually in front of the screen and viewing the ad as the page is downloaded. This means there is less waste in online advertising."

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