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Online Ad Spending to Top Print in 2012




Magazines used to be one of my biggest joys, writing for them, reading them, browsing for new mags on the rack at the bookstore. The first time I saw the block-long newsstand in Los Angeles, I nearly fainted at the printed joy.

Those days are gone and that’s one of the reasons why online ad spending is predicted to top print ad spending in the coming year. Mind you, I’m not saying I’m personally responsible for the decline in magazine sales, but certainly I played my part!

eMarketer predicts that online ad spending will top $39.5 billion this year, a 23.3% increase over last year. But it’s not just the decline of the offline reader that is giving online ad sales a boost. In general, advertisers have become more comfortable with the concept of online spending. It was bound to happen once the internet wormed its way into our everyday lives.

Online marketing offers more options than print. Better targeting, real-time analytics and the ability to change under-performing ads on the fly. Given the benefits, it’s a wonder it’s taken the big boys this long to make the switch, but I guess old habits die hard.

Overall, eMarketer predicts that the online ad market will reach $62 billion by 2016. This represents a slowdown in growth percentage dropping to single digits in 2015.

The only area unaffected by the rise in online ad spending, is TV. The small screen continues to show growth, with a predicted top off at $72 million in 2016.

Of course, when you compare the cost of 30 seconds of air time on a top TV show, to an add running on a top website, it’s easy to see why TV is still raking in the bucks.

Cost of average Super Bowl ad? $3.5 million. Doesn’t take too many of those deals to make your numbers for the month.