By Paul Gillin | January 19, 2012 - 2:59 pm - Posted in Advertising, Business News, OnlineMedia

this release is republished verbatim from eMarketer. More here.

U.S. Print Versus Online Ad Spending ForecastUS online advertising spending, which grew 23% to $32.03 billion in 2011, is expected to grow an additional 23.3% to $39.5 billion this year-pushing it ahead of total spending on print newspapers and magazines, according to eMarketer. Print advertising spending is expected to fall to $33.8 billion in 2012 from $36 billion in 2011.

Online Growing Even Faster Than Expected: eMarketer’s previous US online advertising forecast from July 2011 was among the more bullish estimates issued during the year-forecasting 20.2% growth to $31.1 billion in 2011-yet consistently stronger-than-expected results from major industry players and the IAB/PwC benchmark through the first three quarters of 2011 contributed to the upward revision.

Total Ad Spending is Growing Too: Despite concerns about the troubled economy among agencies and marketers, total ad spending in the US is expected to rebound in 2012 after rising 3.4% to $158.9 billion in 2011, according to eMarketer. US total media ad spending will grow an estimated 6.7% to $169.48 in 2012, boosted by the national elections and summer Olympics in London, eMarketer estimates.

TV is Steadily Up: Spending on TV advertising grew 2.8% in 2011 to $60.7 billion, eMarketer estimates. This year, TV ad spending will grow an estimated 6.8% to $64.8 billion-driven the Olympics and election-while remaining resilient from worries about the soft economy.

Digital remains the sole bright spot for newspapers and magazines: eMarketer estimates US digital newspaper ad revenues grew 8.3% to $3.3 billion in 2011. Print advertising revenues at newspapers fell 9.3% to $20.7 billion in 2011. At magazines, US print ad revenues are expected to rise 0.5% to $15.34 billion in 2012, up from $15.3 billion last year. US digital advertising spending at magazines grew 18.8% to $2.7 billion in 2011.

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This entry was posted on Thursday, January 19th, 2012 at 2:59 pm and is filed under Advertising, Business News, OnlineMedia. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

7 Comments

  1. January 19, 2012 @ 10:36 pm



    If digital newspaper ad revenues are the sole bright spot for newspapers, then they are relying on a pretty dim bulb. Assuming a constant 8.3% growth rate, those revenues won’t match the $20.7 billion print 2011 numbers until 2034.

    Posted by Ron Ploof
  2. January 20, 2012 @ 9:10 am



    Right, the digital revenues are tiny and the competition is intense. That’s one reason publishers are cutting expenses to aggressively. They’re hoping to get to at least a break-even point, and that will be a much smaller number in the future than it has been in the past.

    Posted by Paul Gillin
  3. January 22, 2012 @ 12:42 am



    The spending in print advertising is looking rather flat, or even declining.

    The spending in the on-line market is trending up.

    Even if the figures fudge over a 10% discrepancy, that still means that over the span of a career, its a smarter bet to go digital.

    Its also a smarter bet to invest in digital ad companies and, as we see everyday in the global financial crisis, money is a finite resource, unlike bandwidth, it means that the imbalance will grow and the required capital won’t be there.

    Posted by msbpodcast
  4. January 26, 2012 @ 7:16 am



    [...] eMarketer: Online Ad Spend To Pass Print in 2012 (newspaperdeathwatch.com) [...]

  5. February 1, 2012 @ 3:26 pm



    Hello Mr. Gillin,

    I’ve been wondering about your statement: “digital revenues are tiny and the competition is intense

    While I agree that the revenues are tiny, the expenditures are also tiny so I suspect that that is mostly a wash. (There’s no more production and distribution of any physical media. [There is still the need to keep a staff of reporters though.])

    The competition must be for your readership’s attention.

    Some things are global, or are they?
    Some things are national, or are they?
    Some things are regional, or are they?
    Some things are local, definitely local, everyone’s gotta be somewhere.

    The perceived difference lies in the effects of any news item.

    That difference depends on the impact of an item to affect news readership/viewership outside purely local or regional or national boundaries and that is up to the readership to decide, not the publisher.

    The tsunamis in the Philippines and Japan are examples of events where interest went from local, to regional, to national, to global in hours and is far less evenly distributed in the loss of interest, some of which is still global months after some of it contracted to national, after some of it contracted to regional and where some of it contracted to local.

    Focus shifts and shrinks according to specifics and not according to general issues.

    That means that your boots on the ground may suddenly be doing their normal reporting but the interest may wax huge one day and wane over days, weeks, months or ever years.

    Posted by msbpodcast
  6. April 10, 2012 @ 3:18 pm



    [...] değil (oysa İngiltere gibi kimi ülkelerde bu çoktan tersine döndü, yakında da kalanı dönecek). Türkiye dijital sektörü 2015 yılında TV’nin hemen ardından ikinciliği hedefliyor. [...]