Old Media Promotes New Media

Although the internet is possibly the most hyped and fastest growing media of the moment, it still has to turn to the media of old to make itself known. Figures released by CIAMedialab last week reveal that the national dailies are the most popular advertising medium for Internet Service Providers (ISPs).

Business magazines accounted for 26% of ISP advertising, and radio and outdoor spending was the lowest at 6% and 1% respectively.

The popularity of the use of various press shows how the Internet is marketed both as a leisure product and a business tool for consumers.

The growth in ISP advertising has been very dramatic also. In 1994, 17 companies spent a total of £0.19 million on advertising internet services in the UK; by 1997 around 600 companies were spending a total of £13 million on advertising internet services.

CIAMedialab: 0171 633 9999