Ad Shift from Newspapers to Internet Slower Than Some Think

A new report from Banc of America Securities says that the shift of dollars from traditional media to the Internet is happening slower than previously suggested, Editor & Publisher reports. The research firm looked at 100 leading national advertisers that spent over $1 billion with newspapers. Indeed, more than one-third of ad dollars flowing out of newspapers are moving to the Internet. The advertisers studied spent roughly the same in 2004 as in 2003 on newspaper advertising; however, they upped their Internet spend by 29 percent.