Jann Wenner, dealing with the shrinkage of his beloved Rolling Stone and the domain name whoopsie of his Us Weekly (someone else owned the URL and Jann wasn't willing to shell out the bucks to buy it) is finally, finally acting like the Internet isn't some passing fad that will go the way of the Atari and pet rock. In an interview with Ad Age today, Wenner talked about the hiring of his first digital director, starting in January, and why he waited so long in investing in the world wide web.

First off, Jann is really on top of his game when it comes to online ad sales:

MediaWorks: How much of Wenner Media's ad revenue comes from digital operations?

Jann Wenner: Honestly, I don't know.

Exciting! That number could be $1, or it could be in the millions! We love guessing games. Don't worry though, in case you thought that Jann was going to lavish all of you net readers with his unbridled affection.

MediaWorks: What's an online reader worth to you compared with a print reader?

Jann Wenner: The print reader's worth a whole lot more.

And then of course, there is the patented Joanne Lipman Portfolio response to why he won't create more content for RollingStone.com:

MediaWorks: Why not try to turn RollingStone.com into something that has a much larger reach online that reaches tons of people who don't touch the print edition?

Jann Wenner: Why undercut the print edition? You're just going to undercut the print edition. There's a finite audience for reading about music. And they like the print edition. They find it valuable and on and on and on.

And on and on and on indeed, Jann! Well, get back to us in two months and tell us how the bartending gig is working out for you. We'll just be here, with our not-so-valuable online readers.