Magazines Experimenting With Pay Per Action

Wow, it's finally happening. A few hundred magazines are stepping up to the plate and are allowing advertisers to pay per inquiry. I love it. It certainly shows confidence that their subscribers are actually reading and interacting with their ads. I'd predict that advertisers will be waiting in line for these opportunities. The real test will be if they work so my other my prediction will be that the magazines will have to create standards for the print ads to meet regarding calls to action and such.

What I'd like to make it clear is that this is not a test of whether Pay-Per-Action works. Advertisers getting in line is a sign that it does. Rather it is a test as to whether magazines are a good lead generation channel.

Will TV, radio and billboards follow suit?