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Paper magazines doomed, report suggests

Gutterwatch Ad spends to flip over
Tue Jul 27 2004, 13:03
ADVERTISING ONLINE will beat the living daylights out of advertising in paper magazines, a market research firm report suggests.

According to the report from Jupiter Media, quoted in today's Wall Street Journal, online advertising will account for over $8 billion in 2004, compared to over $12 billion for paper magazines.

But, the report suggests, that by 2008 online ad spends will surpass paper magazine spends by over half a billion dollars. And the difference will grow as the decade matures.

We had an interesting conversation with an advertising suit with a well known and large UK PC retailer, who told us that his company wasn't even targetting online PC publications any more - simply placing the banners where the traffic is, irrespective of the nature of the site. µ

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