Well, they're going away (or at the very least, having a hard time) in the print publications where they've made no attempt to keep up with online ad sales trends, and where advertisers are not treated as partners in the publishing experience. If you treat your advertisers like human ATMs, and treat them differently according to how much they spend, then you know what? Your smaller advertisers are going to flee somewhere friendlier, like Ravelry, with a more equal playing field.
I had a conversation with a yarn company owner last week that pretty much = exactly what I've just said... she felt her business wasn't being valued despite the large sums she spent in the mag we were discussing, and so she went elsewhere. Pretty simple, eh? No one likes to feel as if they are only interesting or useful to a mag when the pocketbook is out.
I'm pretty thoroughly entrenched in the UK mag market right now because of the day job, and what I see happening there is that other mags, in a desperate attempt to get more more more advertising, are taking ads from the most ridiculous, non-knitting-related companies imaginable. (Seriously -- stairlifts and orthopedic shoes? are you stereotyping the knitting audience much?). The readers NOTICE, too. And (mwah ha ha ha) then they buy our mag, which only does knit-related ads and none of this filler nonsense.
Originally posted as a comment by knitgrrl on Kim Werker Blog using Disqus.