If anyone still needs proof that the resurgence in Internet advertising is for real, here it is: AOL's apparent decision to make its online service free!

The Wall Street Journal reports that the online service company is making a big, big bet on Internet advertising with this likely move:

The new proposal would cut roughly in half profit from AOL's sale of Internet subscriptions in the U.S. in the next three years, the forecasts show, from $1.6 billion this year to about $800 million in 2009. According to the forecasts, AOL, which has 18.6 million U.S. subscribers now, would end up with just over six million by the end of 2009.

Internet access accounts for the bulk of AOL's profitability. The size of the projected decline in subscriptions highlights the considerable risks inherent in the company's proposal and the pressure management feels to take action.

So why is AOL even considering this? In my opinion it's because a) the dial-up model is clearly dead and b) Internet advertising is a great opportunity that's here to stay.

This is significant for all communicators. Why? It tells us that focusing on the Internet as a means of disseminating our messages is absolutely the right way to go. Advertising only follows eyeballs. And many, many people -- particularly the young and tech-savvy -- are turning to their Web browsers, search engines, RSS readers and podcatchers for information.

Firing out press releases solely to the print media and traditional broadcasters simply won't cut it anymore -- and will become an even worse strategy as time goes by.

If you have any doubts, just look at who's considering the big bet on a free AOL. It's Time Warner, as large a traditional media company as there is.