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Online Ad Spending to Pass Print for the First Time, Forecast Says (Dinosaur Media DeathWatch™)
Ad Age ^ | January 19, 2012 | Nat Ives

Posted on 01/21/2012 4:20:45 AM PST by abb

Online advertising spending will cruise past print in the United States this year for the first time, according to a new forecast by eMarketer.

Online ad spending in the U.S. grew 23% to $32.03 billion in 2011 and will grow 23.3% more to $39.5 billion in 2012, eMarketer said. That will put it above total U.S. magazine and newspaper spending, which will fall 6.1% to $36 billion this year, said the report.

Print ad spending in magazines will actually tick up to $15.4 billion from $15.3 billion, according to eMarketer. Magazine and newspaper publishers themselves enjoy rising digital ad revenue, which isn't included in the "print" total being surpassed in this forecast. And marketers and agencies are starting to resist paying for online ads that many people never see.

But online advertising's eclipse of a traditional media pillar -- one that remains the dominant revenue source for magazine and newspaper publishers -- would still represent a watershed in the media business.

"Advertisers' comfort level with integrated marketing is greater than ever, and this is helping more advertisers -- and more large brands -- put a greater share of dollars online," David Hallerman, eMarketer principal analyst, said in a statement accompanying the forecast.

EMarketer derives its forecast by analyzing and incorporating media companies' ad revenue reports, using sources such as PricewaterhouseCoopers and the Newspaper Association of America, and estimates from other firms that track ad spending.

Total ad spending will grow 6.7% to $169.5 billion in 2012, eMarketer said, improving on the 3.4% gain in 2011 despite a slow economy, thanks to the elections and the Summer Olympics.


TOPICS: Business/Economy; Culture/Society; Extended News; News/Current Events
KEYWORDS: advertising; circulation; dbm; newspapers

1 posted on 01/21/2012 4:20:58 AM PST by abb
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To: 04-Bravo; aimhigh; andyandval; Arizona Carolyn; Bahbah; bert; bilhosty; Caipirabob; carmenbmw; ...

ping


2 posted on 01/21/2012 4:21:55 AM PST by abb ("What ISN'T in the news is often more important than what IS." Ed Biersmith, 1942 -)
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To: abb
Businesses have figured out they can bypass the anti-business media online.

The Mainstream Media have only themselves to blame for this shift. More expensive reporters, hopefully Liberal/Progressive, ones will be layed off in the process. Or even a few major ObamaMedia outlets fail.

3 posted on 01/21/2012 4:29:17 AM PST by sr4402
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To: abb

http://newsafternewspapers.blogspot.com/2012/01/newsrights-potential-new-content.html#more
NewsRight’s potential: New content packages, niche audiences, and revenue

http://newspaperdeathwatch.com/emarketer-online-ad-spend-to-pass-print-in-2012/
eMarketer: Online Ad Spend To Pass Print in 2012

http://gannettblog.blogspot.com/2012/01/montgomery-newsroom-layoffs-reported.html
Montgomery | Newsroom layoffs reported today; cuts would eliminate 9% of an already small staff

http://www.clickz.com/clickz/news/2140194/report-online-ads-beat-print-spend
Report: Online Ads To Beat Print Spend For First Time

http://www.sacbee.com/2012/01/18/4197887/bee-to-explore-merging-some-functions.html
The Sacramento Bee to explore merging some functions with sister papers


4 posted on 01/21/2012 4:32:07 AM PST by abb ("What ISN'T in the news is often more important than what IS." Ed Biersmith, 1942 -)
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To: abb

On line is where the eyes are, but do the eyes om line get the message?

Is on line advertising effective?


5 posted on 01/21/2012 4:37:29 AM PST by bert (K.E. N.P. +12 ..... Crucifixion is coming)
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To: bert

IMO, it is. It is much more targeted than print. I can read a newspaper front to back and miss every ad. My wife is the opposite - she sees all the ads, but not the news stories.

http://en.wikipedia.org/wiki/John_Wanamaker

Popular saying illustrating how difficult it was to reach potential customers using traditional advertising is attributed to John Wanamaker: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”


6 posted on 01/21/2012 4:41:53 AM PST by abb ("What ISN'T in the news is often more important than what IS." Ed Biersmith, 1942 -)
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To: sr4402
Businesses have figured out they can bypass the anti-business media online.

The Mainstream Media have only themselves to blame for this shift. More expensive reporters, hopefully Liberal/Progressive, ones will be layed off in the process. Or even a few major ObamaMedia outlets fail.

Being on the side of this which I see every day, liberal prejudice has little to do with this "shift." Technology has a much greater influence than any left leaning bias.

We sit here and tell ourselves because the MSM is liberal it's dying. This is correct to a certain extent, but not the major cause. I's simple numbers. If online is pulling a half a million viewers, opposed to the 12k print subscribers at a small paper, plus the cost of printing, it's a no brainer!

Either get with the times or fade into oblivion...Horse and buggy vs. Automobile.

7 posted on 01/21/2012 5:27:03 AM PST by sirchtruth (Freedom is not free)
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To: bert
On line is where the eyes are, but do the eyes om line get the message?

Is on line advertising effective?

VERY EFFECTIVE! .03 national avg vs. .21 click thrus. (Small Papers) For some advertising online is so good it pays for a years schedule in the first month!

January is SLOW....and extremely so this year.

8 posted on 01/21/2012 5:49:22 AM PST by sirchtruth (Freedom is not free)
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To: abb
Online Ad Spending that does not inure to the benefit of the MSM to Pass Print that the MSM desperately needs for the First Time ... even though it's an election year.

Improved your headline

Magazine and newspaper publishers themselves enjoy rising digital ad revenue, which isn't included in the "print" total being surpassed in this forecast.

Those idiots aren't enjoying it very much ... and everything will go up if it is close enough to zero.

And marketers and agencies are starting to resist paying for online ads that many people never see.

They're also not too keen about paying for newser ads that people never see.

But online advertising's eclipse of a traditional media pillar -- one that remains the dominant revenue source for magazine and newspaper publishers -- would still represent a watershed in the media business.

Yep ... they're shedding water all right ... lots of it.

9 posted on 01/21/2012 6:07:24 AM PST by Zakeet (If Obama had half a brain, his butt would be lopsided)
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To: sirchtruth
Being on the side of this which I see every day, liberal prejudice has little to do with this "shift."

Oh yes it does! It is a bad case of Biting the Hand that Feeds You! And offending the viewers you are attempting to inform.

This thread is about the Tea Parties and not about Automation. It is a symptom of how Liberal and thoroughly left the media has gone.

My point is that Media want to treat the Tea Parties as an "it" instead of the grass roots movement by Americans that it really is. And which I am a member.

It wants to paint it (and Americans) as Racist and to marginalize us as much as possible.

And I hope the Liberal/Progressive Media keeps going that way so they can die out just that much faster.

10 posted on 01/21/2012 6:47:49 AM PST by sr4402
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To: abb

Most newspapers have so much liberal spin in them that you can use them as frisbees.


11 posted on 01/21/2012 6:54:21 AM PST by blueunicorn6 ("A crack shot and a good dancer")
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To: abb
thank God for ad-blockers...
12 posted on 01/21/2012 7:12:09 AM PST by Chode (American Hedonist - *DTOM* -ww- NO Pity for the LAZY)
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To: sr4402
Oh yes it does! It is a bad case of Biting the Hand that Feeds You! And offending the viewers you are attempting to inform.

First of all, news and journalism has changed. It had too because of the internet. If fact this gives liberals even more of a voice than they already had before.

So, again this has to do with TECHNOLOGY more than it does with people not buying because of liberal bias. I see the numbers every day at a place where the market is saturated with the liberal view point and these online numbers are showing a SHARP upswing trend...

Now, when the switch is fully complete then your argument is going to be entirely valid.

The liberal media will never die because people will believe lies and B.S. They always have, they always will...

13 posted on 01/21/2012 10:52:45 AM PST by sirchtruth (Freedom is not free)
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I think online advertising is generally worthless. When I see ads on a website that I am visiting for another reason, I ignore them. Aggressive ads that pop up and have to be clicked off only guarantees that I will never buy their product. Similarly, any unsolicited email I get from any company guarantees I will never buy their product.

When I am looking to buy something, I do use the web to do my research, and will buy alot of things on line. When I do my research online, a well developed and informative website that is heavy on real information and light on overselling will always capture my attention.


14 posted on 01/21/2012 2:10:25 PM PST by dsrtsage (One half of all people have below average IQ...In the US the number is 54%)
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