A story on FT.com reports that print advertising is expected to be overtaken by online in the US by 2011. The forecast comes from Veronis Suhler Stevenson and suggests that online advertising will grow to $62 billion, with TV forecast to reach $82 billion.

The AOP’s figures for ad spend in the UK suggested that internet had already overtaken the national press, with spend of £2.016, whilst a recent report by PwC predicted that online advertising in the UK would hit £4.5 billion by 2011 & account for nearly 30% of total ad spend.

This all goes to show two things of course.

1. Whilst many traditional advertising models are in decline, they aren’t dead yet and marketers would be foolish to concentrate solely on digital, when integrated campaigns have so much to offer.
2. With PPC accounting for the lion’s share of online advertising (especially in the UK), and Google’s dominance of the PPC market; the $85 per share price tag at Google’s IPO was an absolute steal.

Andy Beal at Marketing Pilgrim asks whether Google’s move into print advertising looks like a bad idea, in light of these figures. I’d ask whether there’s any business in the world that wouldn’t like to have a strangle-hold on the fastest growing revenue stream in a particular market as well as the opportunity to get a foot-hold in a slowly decreasing, yet still considerable, second market.

Image courtesy of swanksalot

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