Internet Revenues--Showing Up Just Isn't Enough

While Arandell's Web site gives clients what they want to read, Treis is concerned that there aren't enough customers online to see it. He estimates that only 35 percent to 40 percent are connected.

"They have Internet access at home, but they don't have it at work," Treis says. "From a corporate standpoint, many companies have a problem, worrying that their employees are going to be surfing all day, so they haven't been that free to opening up Internet access to their employees."

Most sites don't give browsers a reason to visit. That should change as more users get online.

"When there's more Internet access and more ways to bring in the pipe, you'll see more [interactivity functions]," Treis believes. "It has a lot of potential down the road in terms of a retrieval standpoint."

Panchak also sees more potential in the Internet, especially for printing companies that, as novices, still haven't learned to push the Web to the limit. "As people get into this medium, they're discovering it's a constant process of improving and changing," she says. "We all have to remember that the medium is really only about two years old, and many people are still learning what to do with it. Certainly, the big consumer companies with a lot of ad revenues are further along the curve than smaller companies or business-to-business industries. But we'll all catch up, eventually."