FORECAST CITES WEB'S SKILL AT TARGETING AN AUDIENCE;
IS PRINT LOSING IT'S APPEAL?

Magazine publishers often set out to woo advertising dollars from television, but they might want to focus on a different sort of screen.

A new report from Jupitermedia's JupiterResearch predicts that dollars spent on online advertising -- defined as a paid message featured on a Web site, online service or other interactive medium, such as instant message or e-mail -- will match dollars spent on magazines by 2007, and then surpass them in 2008.

In a sign of how the Internet is rebounding, Jupiter predicts that marketers will spend $8.4 billion on online advertising in 2004, while earmarking $12.2 billion for magazines. In 2007, the two platforms each will get $13.8 billion. In 2008, online ad spending surges ahead, capturing $15 billion, compared to magazines' $14.5 billion, Jupiter predicts.

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Article courtesy of the AutomotiveDigest.com Web Marketing & Media Monthly Report for July 2005