Dangerous liaisons

Intel is pushing for more spending on online ads and less on offline media from its advertising partners, reports The New York Times.

Companies like Hewlett-Packard, IBM and others that produce Intel processor-powered computers are taking part in a cooperative ad program that allows them to use the "Intel Inside" slogan.

Now Intel is saying that members of that program will be required, beginning in 2008, to spend 35 of the money Intel gives them on online advertising.

Intel explains the new requirement as being necessary in order to keep pace with consumer behavior. With more people researching products and forming opinions based on online information it's important, the company says, to increase the online presence.

The processor company is putting its own money where its mouth is as well. Within the next two years Intel is planning on devoting 50 percent of its ad budget to online media, up from 15 percent two years ago.