In 2008, advertising fell across the board. Well, that’s not entirely true. There is one segment of the industry that actually improved, online ad placements.
Many advertisers are moving from traditional placements to digital, citing lower prices and more flexibility in many cases.
This is nothing new, in 1921, during a general downturn in the advertising market, it was newspapers that were bucking trends,
Use of newspapers as mediums for national advertising increased by $50,000,000 last year, according to a report to be presented to the American Newspaper Publishers Association by its Bureau of Advertising at the opening of the annual convention in the Waldorf Astoria tomorrow.
‘The volume of national newspaper advertising showed an impressive increase in 1920 compared with 1919, despite the business lull which developed late in the year,’ said the report. ‘It is estimated that this 1920 volume exceeded $200,000,000, against $150,000,000 the previous year, in the face of a general shrinkage of all national advertising., the newspapers made by far the best showing among mediums employed by national advertisers and the outlook for the balance of the year is favorable.’
Advertisers are in a constant race to follow the eyeballs and if history tells us anything it’s that anytime a new medium starts to draw those eyeballs away, advertisers will be nipping at their heels.