Are online ad dollars really set to eclipse the dollars spent on magazine ads? They are, according to the
Journal's exclusive today on a Jupiter Research report, and by 2008. The report also
indicates that magazine ad spending will match online ad spending by 2007. Rewind a couple of years and this projection is astounding and encouraging. Online publishers, get ready to rumble!
The
report, released to the newspaper two days prior to tomorrow's opening of the Jupiter Advertising Forum, projects that advertisers will spend $8.4 billion on online advertising in 2004, while they put
$12.2 billion toward magazines. By 2007, both online and magazines are poised to receive $13.8 billion each, according to Jupiter. But in 2008, online ad spending is projected to reach $15 billion,
versus $14.5 billion for magazines.
If these projections hold out, the news is good not only for online publishers but media and creative agencies, rich media and streaming providers, and
providers of behavioral/contextual services.
Anyone who's lifted a magazine recently knows that summer's a thin time. Fall issues bulk up on ad pages, to be sure. Still, print is, as they say, a
"mature" media. Online is nascent, and growing up all the time; it's good to be young.
Separately, PointRoll today said it poached Eyeblaster's Chip Russo, who was the company's Western Region
director. At Eyeblaster for two years, Russo opened the company's Los Angeles office and forged relationships with publishers, agencies, and marketers. PointRoll says Russo will serve as regional vice
president, West Coast sales, and will create a West Coast presence for the company. He will report to Andy Ellenthal, PointRoll's senior vice president of sales.
Expect some news from PointRoll
tomorrow about new streaming technology.