Internet advertising, though rising rapidly, still lags far behind expenditures on direct mail, television, magazines, newspapers and other traditional media, according to a report released by eMarketer.
The eAdvertising Report indicates that television ($48 billion), newspapers ($45 billion) and direct mail ($39 billion), which ranked one-two-three in advertising dollars spent during 1998, dwarfed the $1.5 billion distributed on the Web during that same period. It also reports that television, newspapers and direct mail will continue to dominate throughout 2002, at $62 billion, $58 billion and $44 billion projected levels, respectively.
“For 1999, the eAdvertising Report forecasts web ad spending of $2.6 billion, a small fraction of 1.2% of total spending, estimated at $217 billion,” said eMarketer statsmaster Geoffrey Ramsey, in a statement. “Even non-network cable advertising, which totaled $2.4 billion, edged out the Web in ad dollars spent during 1998.”
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