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Marketers Follow Viewers To The Web

David Utter
Expert Author
Published: 2005-05-04

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US consumers have been putting aside television for a few years, and now marketers may be doing the same.

A recent Forrester Research report shows more American consumers use the web than they do other traditional outlets; users seek news, sports, weather, and product and service information online.

These habits come at the expense of reading newspapers, watching television, even listening to the radio. And marketers do not feel inclined to spend money if fewer people will see their ads.

Analytics offer marketers even more enticement to increase their Internet presence. A lot of data can be compiled and measured online, far more than what old media has to offer them.

Search engines will figure prominently and profit well from this change. Forrester estimates that marketing on them will hit $5.7 billion USD this year alone.

The shift by major national brands to the web leaves newspapers in a position to build on their local presence strength.

Pressure from online advertising should push print advertising rates down. The newspaper companies can take advantage of that by marketing more heavily to local businesses.

Newspapers need to emphasize their local focus to customers if they hope to remain a viable business.

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About the Author:
David Utter is a staff writer for WebProNews covering technology and business. Email him here.

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