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Aug 22, 2009 by Mark MaierThe Headline From Taylor On Radio reads "Penetration Of Online Media Surpasses Traditional Media Among Small Business Advertisers" and the end result could be Small Business Owners getting used to smaller budget outlays for Online advertising along with greater accountability....
"That?s from the BIA/Kelsey Group folks, and we?re not talking about the dollars expended being equal ? yet. But the statistic ought to shake up a few folks in the old media. The Local Commerce Monitor study from BIA?s Kelsey Group and research partner ConStat says ?the penetration of digital/online media increased from 73% in August 2008 to 77% in August 2009. While that of traditional media decreased from 74% to 69%.? They define penetration as ?the percentage of SMBs [small businesses] using a given type of media, irrespective of spending level.? The Kelsey Group?s Steve Marshall calls this a ?milestone? and says it?s ?an indicator of the broad shift to online platforms.? The ?Local Commerce Monitor Wave XIII? study also turns up a decrease in overall ad spending, due to the economy and ?the long-term substitution of traditional media with lower-cost digital/online media.?
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