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The flight of ad dollars away from traditional media is set to continue, according to a new forecast from eMarketer.
After a recovery from the recession—during which U.S. spending on traditional media (directories, magazines, newspapers, outdoor, radio, and TV) fell by 18.5 percent—eMarketer estimates that spending increased by 2.1 percent in 2010 and projects growth of just under 1 percent this year. From 2012 to 2015, total traditional media spending is predicted to hover around an annual total of $129 billion, barely up from a projected $126 billion this year.
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