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Newspaper advertising hit hard by online advertisements

A leading daily has predicted that by 2011 online advertising will overtake advertising in terms of volumes and revenues.

This prediction was based on the decline in advertising revenues declared by newspapers, despite improvements in the economy. This study was carried out by a leading media research company. According to this study, online advertising will increase by a factor of more than 21 per cent each year, eventually exceeding newspaper advertising, which will either decline or increase at a much slower rate each year. Neither online advertising nor newspaper advertising, however, is expected to even come close to television advertising.

This transition from traditional media to digital media is not a phenomenon that is restricted to one particular country or region. Rather, this change is observable over the world. The predictions of the study demonstrate the differential between consumer behavior and expenditure on advertisements. This differential was attributed to the time that consumers spend on different media channels.

This study demonstrated for the first time a decline in the hours spent per person per year for print media. This study also demonstrated that the time devoted for a television session remained unchanged from half an hour for the previous year, the per session time for video clips on the web increased by five to seven minutes. These figures illustrate a clear preference for digital media and television over traditional print media. As consumers switch away from paper- and print-based media to digital media, it is only natural that more advertising dollars would be found on digital media.

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Newspaper advertising hit hard by online advertisements
A leading daily has predicted that by 2011 online advertising will overtake advertising in terms of volumes and revenues. This prediction was based on the decline in advertising revenues declared by newspapers, despite improvements ...

Read More