What's the successful Internet advertising business model?

The bugaboo that has felled newspaper and broadcast companies -- a weak business model in the new media environment -- also threatens Internet sites, according to an interesting column by Online Media Daily's Gavin O'Malley. He contents that users may like web television, for example, but it isn't delivering the advertising dollars. A speaker at Marquette last week speaking about the future of media estimated that 90% of the advertising dollars spent on the Internet went to one company, Google, which certainly suggests that there aren't a lot of dollars being spent on other Internet advertising venues.

While the column generally is optimistic about prospects, they are still that: prospects. And, as we well know, the future is what it is, and we don't know it until it happens.