We determine the time-dependent behavior of the dispersion coefficient for transport in formations with isotropic logconductivity fields showing fractal behavior. We consider two different dispersion coefficients for point-like injection: (1) the ensemble dispersion coefficients, defined as half the rate of change of the second central moments of the ensembleaveraged concentration distribution and (2) the effective dispersion, which is half the rate of change of the expected second central moments. Our results show, that the two longitudinal macrodispersion coefficients steadily grow with time and remain different at all times in a fully fractal regime, indicating that no Fickian transport regime is ever reached. The resulting effective longitudinal transport model is consequently a fractional advection-dispersion equation. In the semifractal regime, a Gaussian transport regime is reached eventually. However, compared to the case of a classic non-fractal regime, the transient non-Gaussian regime lasts much longer. In the transverse direction, the two dispersion coefficients approach the same large-time limit also in fractal media highlighting the fundamental difference between longitudinal and transverse dispersion.