By the time the report came out late last week the internet news hounds were moving on to other things. Right now, says Forrester, internet advertising represents 1.3 percent of overall U.S. advertising expenditures. In five years' time these figures will all shift up, according to Forrester. But the shifts will not be the same from medium to medium. Forrester also reports on how much advertising revenue the internet is likely to be stealing directly from other media.
Newspapers are going to be the hardest hit, says the report.
Least affected will be Yellow Pages advertising, which is predicted to lose 3.4 percent of its ad revenues to the internet by 2004, and radio, which will lose 3 percent. The Forrester report also details the ongoing de-Americanization of the web from an advertising point of view. Over the same time frame, Europe's share of ad dollars will grow from 9 to 17 percent, Asia and the Pacific Rim will double its share from 5 to 10 percent, and Latin America will begin to emerge, gaining ground from 1 to 5 percent.