The UK has become the first major economy where
advertisers spend more on internet advertising than on television advertising,
with a record ú1.75bn online spend in the first six months of the year
according to the Guardian. The
paper notes that this change marks a watershed for the embattled TV industry,
the leading ad medium in the UK for almost half a century (or perhaps a
waterloo). It has taken the internet little more than a decade to become the
biggest advertising sector in the UK.
It is somewhat ironic to read this in another embattled
media that is being challenged by the Web (see for example, Who killed the
Rocky Mountain News? John Temple at WebCom 2009). The Guardian reports that the
Web now accounts for 23.5% of all advertising money spent in the UK, while TV
ad spend accounts for 21.9% of marketing budgets. I wonder what percentage
traditional print newspapers account for.
Also, it would be interesting to see what portion of the Web advertising
comes from online versions of newspapers and what percentage of newspaper ads
revenue is from print versus online.
The survival of traditional media was a topic at the
recent Webcom 2009 in Montreal, see Who Killed the Rocky Mountain News? Our firm, Darwin, provides a way for news organizations to use the Web to their advantage by
discovering stories beyond the expected.
My colleague Thierry Hubert presented a number of examples of this in his
presentation, Case Study H1N1: Collective wisdom is emerging from Web
chaos.
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