A Microsoft Advertising White Paper looks at changes in audience behavior regarding print and online media.
Advertisers must ensure the balance between print and online advertising reflects the changing role of public consumption habits, particularly the growing importance of online advertising in various stages of the purchase funnel.
It is estimated that by 2012, the number of Europeans who regularly use the Internet will overtake newspaper readers (in fact, it already has among those under 34 years). Equally rapid is the change in the roles which both channels play in the lives of readers. Europeans who read print and online use the Internet more frequently, allowing them access to more content and information and allows them to enjoy many of the main qualities of traditional newspapers and magazines.
Online media continues to gain ground on traditional media, by combining and offering a single product featuring the best of both.
The television industry understands that audiences are shifting towards the web as their main information source, not only at the expense of print media, but also of television.
Their strategy is also clear: they are joining the enemy, in order to reach their audiences also through the web.