Internet Displaces Radio As Fourth Biggest Ad Medium

INTERNET DISPLACES RADIO AS FOURTH BIGGEST AD MEDIUM
[SOURCE: MediaDailyNews, AUTHOR: Erik Sass]
Internet ad revenues are set to pass radio's for the first time, according to eMarketer, a firm that tracks and analyzes spending trends across various media. EMarketer is pegging Internet ad spending at $21.7 billion, compared to $20.4 billion for radio. eMarketer's report comes as the Internet already has surpassed outdoor ad spending, and as a recent report from equity firm Veronis Suhler Stevenson predicts that the Internet will displace television as the No. 1 ad medium by 2011. While this news is unlikely to cheer radio advertisers, it's more a testament to the feverish rate of Net growth than any secular downturn in radio.
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