Net outstrips papers for ads, Syndication suits, Melb world firsts

by Jeni Bone, editor on 24 Jan 2012 Thanks to the popularity of smart phones, tablets, laptops,netbooks and connected TV, the stature of the Internet as the number one media and information source is a reality. Commentators and analysts forecast the net will overtake newspapers this year in Australia for their share of ad revenue, having already outstripped magazines three years ago.

While there is still a sentimentality for traditional media among consumers, advertisers are moving away as circulations fall. In this week's feature, MD at Fusion Strategy, Steve Allen sheds some light on US trends and how they relate to the local media landscape and marine advertising specifically.

Advertisers who have yet to dip a toe in online advertising are missing out on the consumer wave of technology that accommodates branding, campaign and retail advertising, reaching the tech-savvy, cashed-up consumers who are confident to research and buy online. If you don't have at least 50% of your ad budget online, you are missing out on the key market growth area.

Also this week, a plethora of product news and plenty of global events including Miami, Dubai and Melbourne boat shows. There is also a hint of the attractions to come at this year's Sanctuary Cove boat show - the innovative and environmentally-friendly Ego sub, just one of several global sensations that will be on show.

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