Robert Coen of Universal McCann predicts that next year, the Net will outpace TV in national ad revenues. He says that national spot TV will grow 10% to $12 billion, while national spending on the Web
will rise 16.5% to $12.7 billion. The total U.S. ad spend will be in the 3.7% range. While newspapers see slight losses, cable nets will see 6.5% growth, and the Big Four nets 5%. Still, local papers
are the biggest piece of the local ad revenue pie, at $35.6 billion.