Net content in future

U.S. Internet advertising expenditures will rival radio_s by 2004, with $22 billion in annual spending, The Wall Street Journal said, citing a study of 50 companies, including America Online and Yahoo, by Forrester Research a Cambridge, Massachusetts-based technology research firm. The study predicts this will give Net content providers more than 8 percent of the U.S. advertising market, from 1.3 percent today, behind only television, newspaper and direct mail campaign expenditures, the newspaper said. As a result, more advertisers may demand agreements based on the number of people who click on advertising links or buy products rather than the current flat rate paid per 1,000 advertising banners placed on a Web site, though traditional ad agencies are reluctant to adopt such contracts, the Journal said, citing the study.