When The New York Times changes its tagline from “All the News That's Fit to Print” to “All the News That's Fit to Click,” there is no doubt that the publishing world is facing tremendous change.

According to The Newspapers and Magazines Online report from eMarketer, newspaper publishers in the past few years have experienced an ad revenue migration from print, especially classifieds, to online sites, such as AutoTrader, Craigslist, Monster and Zillow.com. Many magazines with million subscribers have been shut down in favour of branded Web sites.

eMarketer pointed out that magazine and newspaper publishers will spend $536.8 million this year to market their brands online and maintain readership.

Due to the continuous dropping of circulations and of consumers' behaviour to check online before reading print, online ad budgets will grow at a steady pace and achieve $1.03 billion in 2011, eMarketer reported.