Most of us bloggers know what Google AdSense, Yahoo Publisher Network or Chitika eMinimalls are – to the extent that they line our pockets, that is. How many really know anything about how pay-per-click advertising started? What the hell is “Wanamaker waste”, for example?

Why is it that every pundit is predicting online advertising to grow, or for cost-per-action ads (just like what Google is rumored to be testing) to come to the fore?

What about some basic knowledge on “long tail” economics that every Web 2.0-ish blogger seems to be spouting, or possible trends in the advertising industry?

Chances are, if you’ve only started blogging for a few months, you’ve not had the time to bother with this sort of stuff. But if you’re aiming (even if it’s in your wildest dreams at the moment) to be a professional blogger, being able to answer some of the questions posed above is a necessity – even if it’s just to keep up with some of the A-List bloggers out there.

This is where the Economist comes in with their simple-to-understand article on internet advertising. I’m not sure how long this article will stay subscription-free though, so put on your reading glasses now.

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