C’est décembre, c’est bientôt Noël
“The trend that will continue to affect the media universe in 2007 is the ongoing shift in advertising dollars from traditional media into nontraditional media, most notably the Internet,”
Television, radio and newspapers will “experience slow growth and ongoing audience declines,” according to the report, “and ad spending continues to follow consumer patterns.”
For instance, the Newspaper Association of America is predicting that spending for ads on the Web sites of newspapers will increase a robust 22 percent next year from 2006. But ad spending in the print editions of those newspapers in 2007 will be flat
Gordon Borrell, chief executive at Borrell Associates, who spoke with Mr. Conaghan, suggested that “10 years out, many newspaper Web sites could be as large as the newspapers that spawned them” in terms of ad revenue.
ad spending by national advertisers on the Internet will grow five times as fast, at 15 percent, Mr. Coen said.
Mr. Coen does not include search engine marketing in his estimates for Internet ad spending, classifying it as more promotional in nature. Another forecaster who does include it within his online totals — Steve King, worldwide chief executive at ZenithOptimedia, part of the Publicis Groupe — offered a prediction that Internet ad spending next year would grow 29 percent from 2006.