Big dipper: Newspaper market share
New statistics from Universal McCann, as reported in the New York Times, show the magnitude of the respective swings.
While over-all advertising expenditures increased by 19% to an estimated $201.6 billion between 1999 and 2004, newspaper ad revenues remained essentially flat at $46.6 billion at the end of the period.
With newspaper ad bookings holding steady in an expanding market, their share of the total market fell by 18.8% in the five-year period.
Online advertising in the same interval soared by 283% to almost $7 billion, increasing its share of the total market by 204%.
Behind online, the next biggest gainer was cable TV advertising, whose market share rose 79%. The only other winner was direct-mail, which gained 2.4% in share.
Broadcast TV lost 15% of market share, while magazines and radio respectively fell 9.9% and 5.6% in share.