OK, it was the economy that hurt old media last year, according to MediaDailyNews, but it's just a continuation of long-term trends that are going to keep hitting. According to this research, the trends will continue down.
Meanwhile, though, another report found that online banner ads (considered the most effective) are far less effective than either a 30 second TV spot or a color magazine ad. Yesterday a newsletter that I can't link reported that the average online video viewer watches five hours a month. First, that's only those who watch video online, about a third of the population, and, second, that five hours a month is less than the average American watched television daily. Sure it's growing, but it's very small, especially when you realize most of this viewing is on YouTube, which is hardly an advertising medium.
This doesn't mean old media isn't fall, but, at some point, advertisers are going to be looking for efficient markets -- and that's not online. At least for now.
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