Online vs. Print Spending

9 Comments
by on September 20, 2007  •  Permalink
Posted in Marketing.fm, Print

I was recently reading this article in the WSJ and this image stuck with me after completing it. The article itself is about whether or not the WSJ will open up its content and make it free, much like the NYTimes recently decided to do.


Print vs. Online

Diving into the actual numbers print advertising is still so much larger by an order of magnitude above online spend. Despite my recent findings that budgets are being shifted to all kinds of interactive buys, the money is still clearly in traditional media outlets. I am not sure if there will be a single defining year of change in spending into the online world, or if it will continue to grow this slowly. I cannot imagine that the next generation of marketing manager and brand manager will continue this trend, but stranger things have happened.

This graph struck me because I spend much of my time evangelizing the world of Search Marketing and I always think I am making some headway. It is facts such as these which make me realize I have not yet scratched the surface.

Posted by Eric Friedman on September 20, 2007

http://www.ericgfriedman.com/2007/09/20/online-vs-print-spending/

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  • http://unidosodominados.blogspot.com det

    There is, however, one point that you are not taking into account: traditional media is much more expensive than online. That is, the cost of one page ad on WSJ must be really about the entire budget of an online campaing, that is what makes all the difference. Anyway, it’s just a matter of time…

    Greetings from Argentina!

  • http://unidosodominados.blogspot.com det

    There is, however, one point that you are not taking into account: traditional media is much more expensive than online. That is, the cost of one page ad on WSJ must be really about the entire budget of an online campaing, that is what makes all the difference. Anyway, it’s just a matter of time…

    Greetings from Argentina!

  • http://unidosodominados.blogspot.com det

    There is, however, one point that you are not taking into account: traditional media is much more expensive than online. That is, the cost of one page ad on WSJ must be really about the entire budget of an online campaing, that is what makes all the difference. Anyway, it’s just a matter of time…

    Greetings from Argentina!

  • http://www.zoom-in.com Megan

    I second det’s comment, and would also add that the traditional media (print and broadcast tv especially) are shrinking while their costs have not been reduced; meanwhile, online is growing in double digit figures, quarter over quarter.

  • http://www.zoom-in.com Megan

    I second det’s comment, and would also add that the traditional media (print and broadcast tv especially) are shrinking while their costs have not been reduced; meanwhile, online is growing in double digit figures, quarter over quarter.

  • http://www.zoom-in.com Megan

    I second det’s comment, and would also add that the traditional media (print and broadcast tv especially) are shrinking while their costs have not been reduced; meanwhile, online is growing in double digit figures, quarter over quarter.

  • http://advertising-age.blogspot.com Martin Calle

    To find clutter pollution solutions traditional marketers are pumping cash into demo mags that are not even on news stands yet. The benefit. No one else is advertising in them either, so they can target exclusivity for a brief period. Local, often free community newspapers are also new media targets. Once banished because distribution is not audited, marketers such as Dominos and their print agency Razor, now realize these newspapers litterally go door to door each week, more trusted than large subscription dailies they also help retailers sharply target franchise neighborhoods. Look at it this way, if P&G is now sending top rated MBAs in sales to third world countries to push single serve foil packs of Pert because that’s all indiginous populations can afford at 10 cents a week, they might as well look under these traditional media stones too.

  • http://advertising-age.blogspot.com Martin Calle

    To find clutter pollution solutions traditional marketers are pumping cash into demo mags that are not even on news stands yet. The benefit. No one else is advertising in them either, so they can target exclusivity for a brief period. Local, often free community newspapers are also new media targets. Once banished because distribution is not audited, marketers such as Dominos and their print agency Razor, now realize these newspapers litterally go door to door each week, more trusted than large subscription dailies they also help retailers sharply target franchise neighborhoods. Look at it this way, if P&G is now sending top rated MBAs in sales to third world countries to push single serve foil packs of Pert because that’s all indiginous populations can afford at 10 cents a week, they might as well look under these traditional media stones too.

  • http://advertising-age.blogspot.com Martin Calle

    To find clutter pollution solutions traditional marketers are pumping cash into demo mags that are not even on news stands yet. The benefit. No one else is advertising in them either, so they can target exclusivity for a brief period. Local, often free community newspapers are also new media targets. Once banished because distribution is not audited, marketers such as Dominos and their print agency Razor, now realize these newspapers litterally go door to door each week, more trusted than large subscription dailies they also help retailers sharply target franchise neighborhoods. Look at it this way, if P&G is now sending top rated MBAs in sales to third world countries to push single serve foil packs of Pert because that’s all indiginous populations can afford at 10 cents a week, they might as well look under these traditional media stones too.