EMarketer says newspapers and magazines will increase online ad spending

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New York—Newspapers and magazines will spend $536.8 million this year on online advertising to promote their print and online brands, up 28.4% over last year, according to a new report from eMarketer. EMarketer also projects that by 2011, newspapers and magazines will spend $1.3 billion in online advertising to promote their brands. “Without question, print publishers are focusing on the digital transformation of their brands,” said Lisa Phillips, eMarketer senior analyst and author of the report, “Newspapers and Magazines Online: Content Is Still King.” “While print products will not go away anymore than radio disappeared when TV arrived, publishers must adapt to serving two audiences, one online and the other offline.”
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