Print is in the Past
By Melanie Parschauer. Filed in Marketing |
Did you see it coming? Even if you aren’t in the marketing business, you could certainly feel it coming. The popularity of digital media, mobile apps, blogs and the like has transformed corporate marketing plans worldwide. We’ve watched ad dollars sucked out of traditional marketing budgets and pushed into social media investments and mobile app creation. And sadly, we’ve seen newspaper after newspaper slide into bankruptcy or an unwanted merger.
So what’s happening to print? I’m not saying it’s going to be obliterated from marketing budgets or from our hands at the breakfast table. But surely, we can all sense a change. And I must admit, that there are some cold wintery mornings that it’s much more comfortable to consult with my smartphone to get the headlines instead of making the blustery walk to the newspaper box.
On the heels of the new year, EMarketer released a report forecasting that for the first time, online ad spending will surpass that of traditional ad spending in 2012. According to the report, U.S. online ad spending grew 23% to $32.03 billion in 2011 and is projected to grow 39.5 billion in 2012. Conversely, the newspaper and magazine ad spending is projected to fall 6.1% this year to 36 billion.