Advertisers' exploitation of online marketing has lagged far behind consumers' appetite for it, according to a study presented Friday at a media conference hosted by Yale University.

Consequently, newspapers must be ready for this seismic shift in ad delivery over the course of the next five years, Poynter Online reported in today's recap. Media analysts Penelope Muse Abernathy and Richard Foster, who produced the report, warn that print newspapers are currently not up to the challenge.
The chief recommendations to emerge from the study were:

The ideas were not necessarily previously unknown, but apparently gained greater force when presented in concert with financial data from Barclay's.