Banner ads are not created equal. Some are meant to be effective in conveying your message, while some are meant to be clicked!  Low click rates experienced by some online advertisers are not necessarily the result of the medium but rather, the effectiveness of your banner ads in building brand awareness, generating click-throughs, and boosting sales depends on how it was created. 

Folio.com reported, “The Publishers Information Bureau released its quarterly report this morning, and, unsurprisingly, consumer magazine publishers are having a tougher time selling ads in 2008 than they did in 2007.

Ad serving solutions are critical to your success online.  What does this mean?  When a users or reader comes to your web site they should see some ads.  Do they?  If not, that is another discussion.  You need to have software in place to serve these ads to your users.  This software needs to not only serve the ads, but provide back to you very robust reports so you can prove ROI to your advertisers.