August 8, 2007 at 14:33Internet will overtake newspapers in 2011
Four years later, in America, a momentous event may occur, which until recently, many would have considered fiction. By 2011, the size of the online advertising market should exceed the newspaper advertising market. Such a gloomy forecast for old journalism was published by analysts from Veronis Suhler Stevenson. According to their estimates, online advertising will grow by an average of 21% per year and reach $ 62 billion by 2011, while newspaper advertising will be at $ 60 billion. Stagnation of the newspaper market has begun now, there are no signs of a change in the future.
The Internet will not be able to become the main advertising channel in four years, the role of which will remain with television. However, the leadership of TV will not be so undeniable with a figure of $ 86 billion.
Moving advertising budgets from newspapers and magazines to the Internet is a global trend that is observed in all countries of the world, and not just in the United States. Moreover, some countries even overtake America in this regard. For example, in the UK and Sweden, online advertising can overtake newspaper advertising this year .
A study by Veronis Suhler Stevenson also examined the amount of time people spend on consuming information from various sources. So, in 2007, the Internet for the first time ahead of newspapers in this indicator.
Last year, the average American spent 3,530 hours viewing, reading, and listening to content. For example, a typical television session lasted 30 minutes, and the average viewing time for UGC videos on the Internet did not exceed 5–7 minutes. Interestingly, media consumption at home has fallen, but in the workplace it has grown by as much as 3.5% to 260 hours a year.
American companies' spending on public relations and publicity, including in the B2B sector (industry exhibitions, conferences) grew by 8.1% last year to $ 227 billion. “The information and knowledge industries are driving the American economy, that is, information is a critical tool . Companies are willing to pay a lot of money for the information they need, ”commented Veronis expert Suhler Stevenson.
The Internet will not be able to become the main advertising channel in four years, the role of which will remain with television. However, the leadership of TV will not be so undeniable with a figure of $ 86 billion.
Moving advertising budgets from newspapers and magazines to the Internet is a global trend that is observed in all countries of the world, and not just in the United States. Moreover, some countries even overtake America in this regard. For example, in the UK and Sweden, online advertising can overtake newspaper advertising this year .
A study by Veronis Suhler Stevenson also examined the amount of time people spend on consuming information from various sources. So, in 2007, the Internet for the first time ahead of newspapers in this indicator.
Last year, the average American spent 3,530 hours viewing, reading, and listening to content. For example, a typical television session lasted 30 minutes, and the average viewing time for UGC videos on the Internet did not exceed 5–7 minutes. Interestingly, media consumption at home has fallen, but in the workplace it has grown by as much as 3.5% to 260 hours a year.
American companies' spending on public relations and publicity, including in the B2B sector (industry exhibitions, conferences) grew by 8.1% last year to $ 227 billion. “The information and knowledge industries are driving the American economy, that is, information is a critical tool . Companies are willing to pay a lot of money for the information they need, ”commented Veronis expert Suhler Stevenson.