Wednesday, November 07, 2007
Media Shifts Continue
byThere have been a number of news stories in the last couple days that highlight the continuing shift in media consumption in the United States. As media habits change, so do preferences for advertising budget placement.
On the plus side, Internet advertising is expected to double in the next four years according to eMarketer (Online Advertising on a Rocket Ride). The report notes during the last year about 70 percent of the country’s top 100 advertisers decreased spending in traditional media and increased spending for Internet advertising. It appears this trend will continue.
Another story at CNET cites a new survey by the Society for New Communications Research. The article states:
Conversational media includes blogs, podcasts and other more interactive media options that invite and enable a conversation with the consumer. If this survey turns out to be anywhere near accurate in its forecast, it will mean huge changes for advertising.“[The] research group recently asked roughly 260 agencies about their plans to advertise and market in conversational media. Today, a majority of these agencies said that they spend about 2.5 percent of their total budgets on conversational media, but by 2012, they plan to tip that percentage to more than they spend on traditional media.”
Another story at Media Daily News (free sign-up may be required) underscores the latest Audit Bureau of Circulations report that shows substantial declines in circulation figures for many newspapers over the last six-month period. The Miami Herald fell 13 percent, The DenverPost/Rocky Mountain News declined 14 percent, and the New York Times dropped 8 percent. These are substantial numbers, and while newspapers have seen increased visits to their online editions, it will be difficult to offset the revenue losses associated with the diminished circulation on the bread ‘n butter side of their business.
Taken together, these stories and other similar reports of late indicate what appears to be an accelerating change in media and advertising patterns in the near future. Stay tuned (er...RSS’d) in.
