I am putting the finishing touches to my media pack and want to include a comparison between internet advertising versus magazine advertising to underline better effectiveness of internet. I've the following points ready to make re internet 1) able to measure a) precise circulation b) precise response as opposed to a) Free magazines where the only statistic available is print run and b) paid magazines with more precise distribution figures and some chance of measurement via call to action but higher cost than free magazines and less effective data capture 2) longer shelf life 3) cheaper per 1,000. Are there any other factors in favour of internet advertising not touched on above? Can you suggest any relevant reading? If you had to play devil's advocate, how would you argue that magazine advertising is superior to internet advertising?