Sir Martin Sorrell, Chief Executive of WPP, says that the internet will not take over from traditional media as the primary method for advertisers to reach their audience.
Speaking in
The Times he said that the continuing strength of the internet does not mean that it will eventually “displace” traditional advertising platforms, even though online adspend is booming at the moment in comparison with certain non-digital advertising platforms (see
IPA Bellwether: Traditional Media Budgets Continue To Drop).
Rather than there being a wholesale usurping by online advertising, Sorrell said that: “Existing, traditional businesses will continue to develop digital expertise. It will take time , because it clearly takes time to effect change in a big, established company heavily dependent on the success of its traditional business for the foreseeable future.
“There will be a constant competition between old and new. Slowly the new media will cease to be thought of as new media; they will simply be additional channels of communication.”
GroupM, a WPP holding company, this week reported that the internet will this year become the third biggest advertising medium by spend with a 39% rise in internet advertising against a 9% decline in national newspaper advertising revenue to the end of 2007 (see Internet Advertising To Overtake National Press).
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