Time Inc. putting money where its mouth is

Ad Age is reporting that Time, Inc. is putting money where its mouth is. The company is developing a system to promise advertisers results or free advertising. It could be an effective counterweight to Internet advertising's disappointing lack of results (Internet ads are cheap, but so are local TV spots at 3 a.m., and I haven't seen anything saying the 'Net ads are more effective that those cheap TV spots).