When Hollywood was a two-paper town, “For Your Consideration” advertising options during awards season were split between Variety and the Hollywood Reporter, with Variety taking market-share. Online advertising was still young, and marketers clamored for print believing it was the best vehicle to reach the coveted eyeballs of the voting community.

The metrics for print advertising success are simple and straightforward: delivery and visibility. Did the award issue get into the hands of an academy or union member? And did Kevin Bacon come up to you at a cocktail party and tell you how great his ad looked on the inside front cover?

Now the landscape has evolved. More of the voting community uses the Internet and the pool of players vying for online dollars has increased exponentially, hastening a shift of ad dollars to online and the death of the two-...