Web Publishing Roll Up: Fight Night! Web vs Print vs Mobile

3 minute read
Marisa Peacock avatar

This week we bring you web vs print. The match of the new millenium.

Print Media

In this corner, we see a defeated, brow beaten print media. Things don't look so good for the once supreme media outlet. The projected numbers for (US) advertising spending this year have been released.

Print still leads, but has slipped a few percentages -- more than what was expected. To add insult to injury, The New York Times has reported that Q3 ad revenues are expected to be 25% below the same period a year ago. That's about as bad as it was during the depression. The first one.

Online Media

And in this corner, we have online media. Online was ranked second, beating out local and national spot TV. The numbers, released by Myers Publishing, predicts that online’s share will continue to climb, hitting 13.4% in 2011 -- when it will surpass print to become the top medium -- and reaching 13.6% of total ad spending in 2012.

Despite an expected drop of 13.3% for US Advertising overall this year, Internet ad spending will help things rebound, as it is projected to pick up the pace considerably for 2011 and 2012.

It's almost the 12th round in this heavyweight fight and it's down to the wire. Neither online nor print has made too bold of a move in recent months to effectively clinch the title. But it's clear, this is a do or die match for print.

Enter Underdog: Mobile Advertising

Yet, as far as internet advertising is concerned, they're not out of the woods yet. Because of a surge in spending for mobile advertising, online ad spending has been stale for the past few years.

Learning Opportunities

AdWeek has reported that WPP's GroupMhas predicted that global Internet spending will surge 11 percent next year to almost US$ 65 billion and account for nearly 15 percent of all measured media.

And that's thanks mostly to mobile advertising, which is thought to rise 19 percent next year to US$ 3.3 billion, accounting for 6 percent of all digital spending. This is all according to their latest report, Interaction, which covered 36 countries and shows digital advertising's share of total ad investment rising from 3.1 percent in 2001 to 14.6 percent in 2010.

In the U.S., the number of people accessing news on their mobile devices daily has more than doubled to 22 million and those accessing social networking sites have increased fourfold to 9 million compared to just a year ago, GroupM said, citing comScore data from March 2009.

It's not over until it's over. Who will win and who will just walk away? Stay tuned...