You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Print Vets Looking to Go Digital Find Switch Difficult Changing Times, Greater Competition Make for a Difficult Transition to the Other Side By Nat Ives, Published on March 22, 2010 23 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.