Research shows that marketers are spending more on online advertising and less on ads in newspapers, magazines, and radio.
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"Digital marketing offers compelling benefits, especially for cash-conscious companies," he continues. "Marketers can more readily measure the results of Internet advertising than with most traditional media. This produces more-efficient advertising and higher ROI, which in turn pushes traditional media to compete with lower pricing."
eMarketer says this puts more pressure on traditional media's bottom line. They talk about how advertising that consumers welcome (targeted, relevant ads) is becoming the way it is done.
Interestingly, a different report from McPheters & Company
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Despite Recession, US Online Ad Spending Continues to Rise
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