According to a new study by the U.K. Association of Publishers (AOP), display advertising accounts for 41 percent of online revenue, the largest proportion of online income for its members, ClickZ reports. Moreover, the number of publishers charging for online content has dropped to 37 percent this year from 63 percent last year. The online ad market is strong enough that publishers can compensate for lost subscription revenue by switching to ad-supported content.

Still, revenues derived from paid content were the second-largest portion of AOP member revs, making up 18 percent of online income: 78 percent of those paid-content revs came from subscriptions, 22 percent from one-off payments.

More B2B media members offer paid content than do B2C publishers: 44 percent vs. 34 percent.