Online advertising spending will cruise past print in the United States this year for the first time, according to a new forecast by eMarketer.
Online ad spending in the U.S. grew 23% to $32.03 billion in 2011 and will grow 23.3% more to $39.5 billion in 2012, eMarketer said. That will put it above total U.S. magazine and newspaper spending, which will fall 6.1% to $36 billion this year, said the report.
Print ad spending in magazines will actually tick up to $15.4 billion from $15.3 billion, according to eMarketer. Magazine and newspaper publishers themselves enjoy rising digital ad revenue, which isn’t included in the “print” total being surpassed in this forecast. And marketers and agencies are starting to resist paying for online ads that many people never see.