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 When Will Brand Dollars Move Online? Maybe Never. Each Medium Has Its Own Value Proposition, and the Internet's is Direct Response Advertising By Alan Pearlstein, Published on October 25, 2011 18 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. Become a Member Already a member? Log in.