Media Spending Cuts to Fall Most Heavily on Print

The economic downturn is causing most marketers to decrease media spending budgets, and the remaining expenditures are shifting further toward digital, according to emarketer daily.

More than two-thirds of senior executives responding to the “2009 Media Survey Results & Analysis” reported their media budgets would decrease at least somewhat in 2009 compared with 2008. Still, almost one-quarter expected spending to climb by up to 10%, and a few respondents reported even greater increases.

While a majority of respondents said they would hold budgets for each medium except print steady in 2009 compared with 2008, digital was still the clear winner. Budgets were more likely to be cut than increased for traditional media such as TV, radio and direct mail, but more respondents said they would up their investments in e-mail marketing, search and interactive than said spending would be reduced.

E-mail marketing was most likely to see an increase in spending in 2009, and print was the biggest loser (what a shocker). The across-the-board shift from traditional to digital media represents a general reallocation of marketing budgets to newer media channels.

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