Online Advertising as Big Tent
While some view online ads as a zero-sum game -- online gains represent offline losses -- I generally take the view that online advertising is shifting dollars from other media, as well as helping grow the offline advertising pie (at least a little). Looking backwards, that has been the case in other periods too, like when TV hit the mainstream:Every other consumer medium lost share from 1950 to 1960, yet everyWhile I'm not convinced the effect will be as pronounced this time, I think we'll still see a general spend expansion.
medium still managed to gain revenue during that booming decade. Even
radio, most threatened by TV, managed a small gain.
[via AdAge]
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