An updated advertising sales forecast has just been released by ZenithOptimedia and once again the Internet comes out smelling like a rose while some traditional forms of media, especially newspapers, simply come out smelling. The Center for Media Research posted

details from the report today and noted "The forecasts for internet advertising have been revised upwards. The report now forecasts 29.9% growth this year (up from 28.6% forecast three months ago) and 85% growth between 2006 and 2009 (up from 82%). Online video and local search are the new, fast-growing segments, but display, classified and the rest of search are still growing rapidly as well. Internet advertising is expected to account for 9.5% of all expenditure in 2009, fractionally up from the 9.4% forecast three months ago.

The outlook for TV is also very good with that medium's 2008 market share expected to rise to an all-time record high of 38.2%. Print media will not be so fortunate. The CMR report said "Newspapers are suffering the most from the depredations of the internet, which is better at delivering timely news and is an efficient substitute for newspaper classifieds. The study expects newspapers' share of world ad expenditure to fall from 29.0% in 2006 to 26.2% in 2009.
(Posted Dec. 11, 2007)