Remain competitive and formidable in the world of online advertising by reading all the online advertising publications you can get your hands on. Online advertising affords you the opportunity to reach that particular niche market your budget might not allow for print niche magazines, so make sure you fully exploit this avenue of advertising to its fullest by staying current on trends, news, advice and best practices.

Publications on online advertising provide great resources for learning about the capabilities and potential for online advertising, and arming yourself with that kind of knowledge can help you work smarter and more efficient, increase your sales and improve the profitability of your company. As you search for the publications that best suit your needs, consider the following types of publications:

1. Stay current on news and trends with magazines on online advertising.

2. Rely on online advertising journals for in-depth knowledge of different aspects of online advertising.

3. Use other Internet advertising publications to further your professional education.

Action Steps
The best contacts and resources to help you get it done

Subscribe to online ad magazines for current trends and news

The right magazines about online advertising can provide you with just about everything you need to stay on top of the latest industry developments.

I recommend: To read some of the most informative articles about online advertising, order your subscription to OMMA, the only trade magazine devoted entirely to the business of online media, marketing and advertising. The monthly magazine targets online advertising professionals who make key media and marketing decisions. Subscribe to Mediaweek, a weekly magazine aimed at media decision makers from ad agencies, media-buying services and client media departments. In addition to articles on online advertising, the publication also covers consumer magazines, TV, radio, new media, newspapers and more. For other online advertising magazines, bookmark Adweek. This magazine provides print and online advertising professionals with the latest news and online advertising trends.

Rely on online advertising journals for research

Take advantage of professional journals when you research a topic, or you just want to increase the depth of your advertising knowledge and understanding.

I recommend: Order a subscription to the International Journal of Internet Marketing and Advertising if you spend a lot of time with research. This journal digs deep into the emerging changes in theories, strategies and management methods of marketing and advertising caused by the Internet and information technology. It also addresses the applications of those methods and ramifications for their associated processes, products and services. If you don't already belong to the American Academy of Advertising, consider joining for your professional growth and the accompanying subscription to the Journal of Advertising. Purchase the Journal of Current Issues and Research in Advertising. This journal publishes original theoretical research reports and other articles to help push the advancement of state-of-the art in advertising theory, practice and current developments.

Explore Internet advertising articles and other publications about online advertising

For fast access to information on specific topics, refer to individual online advertising articles and reports.

I recommend: Read the article titled Google-Doubleclick Merger: Consolidating Online Advertising Amidst Antitrust and Privacy Concerns. Published in The Illinois Business Law Journal, the March 2008 article addresses the merger, antitrust concerns, privacy concerns and the future of Google's online advertising. Go to the New Communications Review website to download the free white paper titled Ad Networks: Monetizing the Long Tail. Issued by media investment bankers DeSilva+Phillips, the paper analyzes the online ad network business.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  In addition to all the news and information you get from online ad publications, sift through them to find new networking opportunities and forums for professional growth.