Wednesday, March 7, 2012

Print advertising and the cliff edge

Well print advertising in developed world is dead. To put it simply People aren't really buying it.The following graph will show you just that.
If you carefully look at the graph, it took about five decades to go from about $20 billion in annual ad revenue to $63.5 billion in 2000, and then only about one decade to go back to approximately $20 billion. Did they innovate? They invested in websites and apps. Print ad may be near its silent grave in the developed world but it is still going strong in developing nations with low internet penetration. This is a lesson for emerging economies where internet penetration is still low. How to avoid the cliff edge?