JPMorgan Chase & Co., a leading global financial services firm with assets of $1.6 trillion and operations in more than 50 countries, leader in investment banking, financial services for consumers, small business and commercial banking, financial transaction processing, asset management, and private equity reported 2007 fourth-quarter income from continuing operations of $3.0 billion, or $0.86 per share, down 21% compared with $3.9 billion, or $1.09 per share, in the fourth quarter of 2006. For full-year 2007, income from continuing operations was a record $15.4 billion, or $4.38 per share, up 15% compared with $13.6 billion, or $3.82 per share, in 2006. Reported net income for the fourth quarter of 2007 was $3.0 billion, down from $4.5 billion in the prior year, which included a $622 million gain on the sale of selected corporate trust businesses in the fourth quarter of 2006 that is not included in continuing operations. Reported earnings per share of $0.86 declined from $1.26 per share in the fourth quarter of 2006.

Chairman and Chief Executive Officer, Jamie Dimon comments on 2007 full-year and fourth-quarter results saying: "I am pleased with our company's record results for the year, despite our mixed performance in the fourth quarter. Our lower quarterly results were affected by the Investment Bank's markdowns in subprime-related positions and weaker trading. In addition, our consumer home equity and subprime loan portfolios performed worse than we expected.

"The diversified nature of our company helped offset areas of weakness. Asset Management, Treasury & Securities Services, Commercial Banking and Private Equity reported record or near-record revenue and earnings, while investment banking fees had strong growth in the quarter and were at record levels for the year. We also experienced organic growth across Retail Financial Services, with increases in deposits, checking accounts and mortgage originations."

Dimon added, "It is gratifying that we were able to achieve record full-year results while still adding $2.3 billion to our credit reserves (which now total $10 billion); maintaining a strong 8.4% Tier 1 capital ratio; making important investments across the firm; and growing market share."

In the comments of supposed results in 2008, Dimon admits, "We remain extremely cautious as we enter 2008. If the economy weakens substantially from here – for which, as a company, we need to be prepared – it will negatively affect business volumes and drive credit costs higher. However, we feel well-positioned given the investments and actions we have taken over the past few years to improve our businesses' operating margins, create a stronger systems infrastructure and build a fortress balance sheet. Regardless of the economic environment, with this solid foundation in place, we can continue to serve our clients well and build the business for the future."

The report of JPMorgan Chase & Co. was very actual topic for different media sources. The New York Times publishes “Bullish About the Web. INLINE ADS: WINNERS AND LOSERS” written by Dan Mitchell.

According to The New York Times “online advertising the caught the eye of several bloggers. The cost of ads per 1,000 viewers “bottomed out” in 2007, averaging $3.31, according to the report. This year, it predicted, ad rates will start to rise, reaching $3.86 by 2011.”

In the same source we come across to the idea of having winners and losers. Dave Morgan, the executive vice president for global advertising strategy at AOL, admits with The New York Times that: “The winners will be “premium branded content sites” and social networks like Facebook, he wrote last week on MediaPost’s Online Spin blog. Also positioned to do well are “small and niche content sites” that sell ads through networks and platforms like FM Publishing or Google AdSense, which “all do a better job providing marketers with targeted access to these sites.””

And the losers, he wrote, will be “virtually all undifferentiated graphical ad inventory, particularly on big sites and portals” (The New York Times).

According to NYTimes Jupiter Research report says that the growth of local online advertising will reach 13% from 2007-2012.

As the indicator of online ads percentage increases day by day lets hope that the ”science of arresting the human intelligence long enough to get money from it” (Stephen Butler Leacock) will not be like winking at a girl in the dark“ (Steuart H. Britt).