Internet #1 Recipient Of Ad Dollars Diverted From Other Media

The vast majority — 74 percent — of the 117 senior marketers surveyed for the Association of National Advertisers (ANA) name the internet as the number-one recipient of ad dollars redirected from other media.
Also from the survey:
– 26 percent plan to move dollars away from magazines; ditto for 21 percent when it comes to newspapers. Roughly 50 percent say spending for each will stay the same. (I don’t see the study online but will link to it if that changes.)More from Adrants.
Thinking about this in conjunction with yesterday’s lower ad forecast from the New York Times Company, offline media with online media counterparts has to do everything possible to make sure those shifting dollars stay with their publication even in a different form. At the same time, they have to find ways to maintain the levels of print or broadcast advertising needed to sustain the analog versions — all while making sure the advertiser and consumer needs are met. It’s a delicate but vital balancing act.
NYTCO’s recent steps — elevating Martin Nisenholtz and digital to senior corporate status, acquiring About, creating the position of chief advertising officer for its top two groups to stress cross-media needs — all appear to have this goal in mind.

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