Monday, March 8, 2010
Follow the Money
To paraphrase the character "Deep Throat" from the Watergate movie All the President's Men: If you want to know the REAL story, you have to follow the money.
So what is the real story these days in advertising? Well, for the first time ever, Outsell, Inc.'s annual advertising and marketing study reveals that U.S. advertisers will spend more this year on digital media than on print. This long-predicted milestone has finally arrived thanks to a 9.6% planned increase in digital advertising in 2010.
Does this signal the end of print as we know it? Hardly. The same study tells us that ad spending for magazines will rise this year by 1.9%, to $9.4 billion.
It does, however, raise the interesting question that, if Madison Avenue believes that the Internet is worthy of these kinds of ad expenditures, shouldn't you, as a marketer, sit up, take notice and make sure your marketing messages are delivered in the environment where the greatest number of eyes will see them?