Why They Are Scared
There’s been a lot of talk recently about the decline of old media, and the rise of new. A quick glance at the figures published today by the Advertising Association tells you why. In real terms, ad spending in national and regional newspapers declined by 8% and 9% respectively in the latest quarter. Television was static. Online ad spending was up by 46%. On the current trends, not only has online spending already overtaken posters. It is now equal to more than half the spend on national newspapers, and a quarter of the spend on TV. How long before it overtakes newspapers? Sometime in 2007, according to the current figures. It’s hardly surprising the owners of traditional media are rattled.
