ClickZ reports on efforts in the magazine industry to "gussy up" their publication websites with an eye for attracting online ad dollars. The moves come just as research firms are predicting that online ads will exceed the revenues coming from magazine ads in the next 18 to 24 months. Books like Sports Illustrated and BusinessWeek are adopting the more popular ad sizes, like the "wide skyscraper" and "leaderboard" units, as well as introducing opportunities for rich media. The biggest change among magazine sites seems to be the reversal of the subscription-stream protection policies of deliberately limiting access to content online. More and more books appear to be offering not only complete print content, but additional web-specific content, that is often published at a higher frequency.