This post by Henry Blodgett presents evidence and good analysis behind the macro shift in market share from traditional media to online. Summarizing, Blodgett notes:
U.S. advertising revenue at all 19 companies increased 8% year over year in Q2, to $13.8 billion ($55 billion annualized). The online portion of this pie grew from $3 billion to $4.2 billion (23% share to 30% share). The offline portion, meanwhile, shrank from $9.9 billion to $9.6 billion (77% share to 70% share). The online companies, in other words, picked up 7 percentage points of market share in a single year.
The breakdown by media type, was also noteworthy:
…the only traditional media business that grew U.S. advertising year-over-year in Q2 was Outdoor (up 13%). Meanwhile:
. Television (cable/broadcast) shrank 1% ($50M)
. Print (magazines/newspapers) shrank 5% ($170M)
. Radio (terrestrial) shrank 7% ($105M)
A different vein of gold for local media might be sitting inside these stats… (more…)
