A new Borrell Associates report examines the trends in online advertising. It notes whopping growth of about 50% in online advertising, but says the successes in news media are those shedding their old forms and moving into new fields. Increasingly the winners are those venturing into new product lines and breaking away from their roots.
Borrell predicts more double-digit growth in online advertising until about 2012, then a settling in. If the last four years were of the 48-per-cent growth era, the next four will be of the 15-per cent era.
It says newspapers have the advantage in the local market.