Critics say consumers are treating banners like billboards along the highway the billboards are there, but no one sees them. When people do see banners, less than 2 percent of the people click through, which pales in comparison to earlier times when click-through rates of 5 to 6 percent were common. Even worse, advertisers are saying people who do read the ads aren't buying their products. Clearly, banner advertising on random Web sites is on the way out. Notice the operative words Web sites.
Banners can still work.
However, these banners must be placed in targeted publications that clearly reach highly focused groups of consumers and business audiences. Reaching targeted markets Mailing lists and e-zines are two of the best new media in which to advertise to reach your target market. Let's define these terms. The content usually includes e-mail messages from subscribers who ask and answer questions from other subscribers. One of the most popular, I-Sales , is published daily and reaches tens of thousands of people who discuss Internet marketing issues.