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Media Watch: Online Advertising to Surpass Print for the First Time

Thompson on Hollywood By Maggie Lange | Thompson on Hollywood January 20, 2012 at 1:46PM

The advertising forecast for 2012 is in: online ad spending will surpass print spending for the first time.

The advertising forecast for 2012 is in: online ad spending will surpass print spending for the first time. According to eMarketer, reported by AdAge, online advertisement spending will grow to $39.5 billion in 2012, putting it $3.5 billion above forecasted predictions for print advertising spending, which is expected to be $36 billion this year.

Online advertising grew by 23% in 2011 and will grow another 23.3% in 2012, while print advertising is expected to fall 6.1%.

Web advertising is still held suspect by some ad buyers: Read Write Web reports that 31% of advertisements purchased on the web are never seen according to a new study from comScore.  These 31% of advertisements that remained obscured --  because either the viewer never scrolled to the ad or simply scrolled past it -- represent about $12.4 billion of wasted investments.  Certainly the equivalent happens with print publications as well, but it is easier to record skimmed over advertisements online.

In total, spending on advertising will increase in 2012. eMarketer predicts that total spending will grow 6.7% to $169.5 billion due to the upcoming elections and the Summer Olympics.

This article is related to: New Media & Technology

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Thompson on Hollywood

Born and raised in Manhattan, Anne Thompson grew up going to the Thalia and The New Yorker and wound up at grad Cinema Studies at NYU. She worked at United Artists and Film Comment before heading west as that magazine's west coast editor. She wrote for the LA Weekly, Sight and Sound, Empire, The New York Times and Entertainment Weekly before serving as West Coast Editor of Premiere. She wrote for The Washington Post, The London Observer, Wired, More, and Vanity Fair, and did staff stints at The Hollywood Reporter and Variety. She eventually took her blog Thompson on Hollywood to Indiewire. She taught film criticism at USC Critical Studies, and continues to host the fall semester of “Sneak Previews” for UCLA Extension.