Chapter 1: The Evolution of Online Advertising

• Figure 1.1 : RCA logo, 1920
  
• Figure 1. 2: Percentage of U.S. Households Adopting New Technologies
  
• The Web’s Early Years
  
• Broadband and Beyond
  
• Figure 1. 3: HP Pong Banner Ad
  
• Figure 1. 4: Integrated Marketing Campaign

Chapter 2: Marketing Knowledge

• Unique Visitor
  
• Figure 2.1 : Top News Sites, November 2005
  
• Segmentation
  
• Geographic Segments
  
• Figure 2.2: Internet Demographics
  
• Psychographics Segments
  
• Behavioral Segments
  
• Knowledge Gained

Chapter 3: Forms of Online Advertising Gaining Prominence

• Figure 3.1 : Advertising Growth Projections for 2006
  
• Standards
  
• Banners, Buttons and Skyscrapers
  
• Beyond the Banner Ad
  
• Interstitial and Rich Media Advertising
  
• Content Sponsorships
  
• Contextual Ads
  
• Ad Platforms
  
• Self Serve Ad Platforms

Chapter 4: The Local Competitive Landscape

• Figure 4.1 : First 10 Years of Household Penetration
  
• Figure 4.2: National to Local Ad Ratio, 2005
  
• Figure 4.3: Media Segments Competing For Online Advertising, 2005
  
• Figure 4.4: Online Advertising Market Shares: Total U.S. Online vs. Local Online
  
• Figure 4.5: Share of Local Online Advertising For Largest Newspaper Web Site, by Market Size

Chapter 5: Newspaper Web Site Models

• Classifieds

• Multimedia
  
• Applications
  
• Up-sells
  
• Figure 5.1 : Newspaper Sites’ Reliance On Up-Selling Print Advertisers
  
• Figure 5.2: Activities of American Adults Online
  
• Looking Ahead
  
• SMEs

Appendix A: Glossary of Terms

Appendix B: 2006 Online Adverstising Forecast by DMA