The Corporate Storyteller

Expert tips on management communications and the power of storytelling

Thursday, April 19, 2007


Ad Dollars: Print vs. Online

I just ran across an interesting report about the shifting allocation of advertising expenditures, particulary in weighting print vs. online advertising placements. In an online article on B to B entitled "The Great Migration", Matthew Schwartz reports major shifts by companies such as Sun Microsystems, which has rebalanced its advertising budget from 70% print/30% online to just 10% print and a whopping 90% online.

Corporate executives quoted in the article are quick to point out that print isn't exactly decreasing in importance; rather, the media mix is being given more strategic thought, with print still considered a key part of the allocation. As newspapers continue to lose readers and ponder their own mix of online publishing vs. print in the circulation mix, it will be fascinating to watch what happens.

For B to B's full article, go to

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