Online Ad Revenue Will Soon Surpass Print

Report: Online Ad Revenue Will Soon Surpass Print

We are all aware of the floundering print industry that has seen a steady decline in revenues over the last several years. Newspapers that once thrived on the cash-cows that were classifieds and print advertising have had their lunch eaten by the disruptive forces of Craigslist and online advertising, which have slowly chipped away at print ad sales. Soon, however, according to a report from PricewaterhouseCoopers (PwC), Internet advertising revenues will surpass those of print advertising to become the second largest segment of advertising in the U.S. behind television.

“Over the next five years digital technologies will progressively increase their impact across all segments of entertainment and media … It is clear that the consumer is firmly in the driving seat of these changes.”

– PricewaterhouseCoopers ReportAs reported by the Wall Street Journal, The PwC report found that in 2009, online ad revenues continued to climb to $24.2 billion, while print ads fell 28.6% to $24.8 billion. Online ads are expected to rake in $34.4 billion by 2014, which means print ads should dip below their online counterparts in a matter of months. PwC's figures for online revenues don't include mobile advertisements, which they believe will nearly quadruple in the next four years from $414 million to $1.6 billion.

“Over the next five years digital technologies will progressively increase their impact across all segments of entertainment and media (E&M) as digital transformation continues to expand and escalate,” a press release from PwC said Tuesday. “The uncertain economic background has done nothing to slow the pace of change, which has been far quicker than predicted 12 months ago. It is clear that the consumer is firmly in the driving seat of these changes.”

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