For the first time, it is expected that advertisers will invest more dollars in online advertising than in offline counterparts, according to the latest estimates from eMarketer, a digital marketing research firm.
The projections for 2011 put online advertising dollars at $25.8 billion, compared to the $22.8 billion normally spent on ads in newspapers.
The larger audience and more cost-effective rates for online advertising make it a smart move for many advertisers. Even though the total subscription numbers for many newspapers has increased, the advertising hasn’t followed because of the lower rates online.
This will come as no surprise to the advertising industry which has seen consumers, and therefore advertisers, begin to use the Internet more regularly. Studies show that people are spending as much time online as they are watching television and that magazine and newspaper reading is on the decline.