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BREAKING NEWS & VIEWS

Mags, Newspapers, Mail to Drop as Web Rises
Monday, December 14, 2009
Steve Smith

In a new forecast of marketers’ intentions in coming years, Forrester reports that 60% of media buyers say they intend to increase their interactive budgets. Of those planners and buyers who will be moving more money to digital venues, many will be doing so at the expense of direct mail (49%), newspaper media (35%), and magazines (28%).

As reported by Mediapost this morning, the new “Forrester Interactive Marketing Forecast” expects tremendous growth in digital media spending, nearing $55 billion in 2014 or 21% of overall marketing spending. The poll of 204 marketing executives discovered that the recession is accelerating the rate at which money is moving from traditional media, even TV, to the Web. Part of the shift involves an overall search for efficiency as marketing budgets generally contract over the next few years.

Marketers were most optimistic about the prospects for social media, online video, search engine optimization, mobile, paid placement in social media, email, and paid search. Both social and mobile media will enjoy the greatest rates of growth.

Forrester also predicted that Yahoo would struggle to keep up with companies like Google and Microsoft that seem better positioned to take advantage of consumers and advertisers working across devices. Forrester expects this iconic portal of the Web to be sold off at some point.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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COMMENTS

I cannot help but wonder how this is so true when places such as Google are sending out direct mail pieces... it makes you wonder.

Posted by Catherine on Monday, December 14, 2009 @ 01:14 PM

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