Internet overtakes newspapers for ad revenue

In this article by The Australian , a report by PricewaterhouseCoopers (PwC) states that the internet is set to overtake the newspaper as the preferred advertising medium in the U.S in their 5 year advertising revenue projection from the year 2009 to 2014. In the year 2009, newspaper advertising had revenue of $24.82 billion while the internet received revenue of $24.2 billion. This means that the overtaking of the internet advertising revenue over the newspaper could happen as soon as 2010 which is the present year. This coincides with the previous post which mentioned the survival of journalism on new media platforms. Similarly, this article hints at the transition of advertising media from the once prominent newspaper to the newer and more potential internet. This is because people are becoming more technologically inclined these days. Everything has to be done on the move and multitasking on a single device is no longer a thing of the future. Hence, advertising and also corporations have to be technologically competent as well to keep up with the increasing pace of the audience (Schaefer & Durham 2007).



The change of advertising media preference from newspapers to the internet could potentially revolutionize the industry. This is because with the amount of freedom the internet offers as opposed to newspapers and also the relatively lower cost, creative directors could treat the internet as their new borderless canvas uninhibited by the size of the page or the cost of using a particular colour. Animations are made possible thanks to online flash players. Ultimately, with the internet being online 24 hours a day, a global audience can be reached without concern for the time zone they live in. According to O’Guinn, Allen and Semenik (2006, p.575), there are several ways for advertisers to place advertising messages on the web such as banner ads, sponsorships, email communication, as well as pop-up and pop-under advertisements. Interestingly, blogs are also part of the vessel for internet advertising along with social networking sites, video and image sharing sites and just about any website there is on the internet. What sets the internet apart from the newspaper is that different approaches forms of advertising have to be used based on the site whereby banner ads work best on blogs and animation ads with social networking sites.


Reference list


NewsCore. (2010). Internet overtakes newspapers for ad revenue. Available: http://www.theaustralian.com.au/australian-it/internet-overtakes-newspapers-for-ad-revenue/story-e6frgakx-1225880141309. Last accessed 10 June 2010.

O’Guinn TC, Allen CT & Semenik RJ 2006, Advertising & integrated brand promotion, 4th edn, Thomson Higher Education, USA.

Schaefer, P. & Durham, M. G. 2007. "On the social implications of invisibility: The iMac G5 and the effacement of the technological object." Critical Studies in Media Communication, Vol. 24, Iss.1. pp. 39-56.