THINKing

Ad Buyers Shuffle The Cards

A look at Nielsen’s latest report shows that ad spending in the first half of 2007 softened about .5% as compared to 2006. But that is not the story. A look behind the figures tells us that organizations buying advertising are changing the mix and big, traditional media is the loser. MediaPost reports,

Not surprisingly, the Internet led the way–again–as the most improved category, up 23.6% versus a year ago. On the losing end were some long-suffering print categories: Local newspapers were down 8%; national newspapers fell 5.9%; business-to-business magazines were off 5.7%; local magazines tumbled 5.2%; and local Sunday supplements gave away 4.7%.

One bright spot for old media: outdoor, up 5.1%.

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