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VOLUME 6 REPORT N° 2WORLD DIGITAL MEDIA TRENDS% of totaland US$ millionTelevisionNewspapersMagazinesRadioInternetYellow pagesOutdoorOtherTotal (US$ million)U.S. Advertising Spending, by Media, 2007MorganStanleyOctober 200635.722.611.99.99.47.23.3–209,971MyersReportSeptember 200731.319.819.39.17.26.33.04.0230,617Oppenheimer& Co.January 200733.128.36.711.29.18.33.2–212,011UniversalMcCannJune 200723.415.84.76.93.75.0–40.5290,300Veronis SuhlerStevensonAugust 200732.825.711.79.58.77.33.60.7218,451Source: Jack Myers Media Business Report, “Advertising and Marketing Communications Forecast 2006-2009,” September 17, 2007;Morgan Stanley, “US Internet Advertising Outlook, 2006-2010E,” October 13, 2006; Oppenheimer & Co. Inc. with company data, “The DigitalConsumer: Examining Trends in Digital Media,” January 2007; Universal McCann**, “Insider’s Report: Robert Coen Presentation on AdvertisingExpenditure,” June 26, 2007; Veronis Suhler Stevenson, “Communication Industry Forecast 2007-2011,” August 7, 2007; eMarketer calculations,October 2007. © World Association of Newspapers 2007-2008Advertising in the United StatesAccording to eMarketer and TNS MediaIntelligence, U.S. advertising spending reachedUS$72.6 billion during the first half of 2007.Compared with the same period in theprevious year, it was down 0.3 percent.Media reporting gains in advertising spendingare the Internet, magazines and outdoor. Notsurprisingly, the Internet grew the most,increasing by nearly 18 percent. On the otherhand, TV, radio and newspaper spending hasdeclined; the drop was most serious fornewspapers, with a 5.8 percent recession.As of July 2007, cable TV accounted for thelargest share of U.S. ad spending, with about21 percent, while network TV and local TVeach made up 16 percent. National magazineswere still strong with a 13 percent share andthe Internet accounted for nearly sevenpercent. Newspapers, including local, nationaland Sunday supplements, only made about aseven percent contribution of the overall adspending, according to Nielsen Online data.Different sources have slightly differentpredictions of U.S. advertising spending for2007. However, what’s consistent is that TV isthe medium with the most spending, whilenewspapers are ranked second. The Internetstill has a lot of growing room – it made upless than 10 percent of the total spendingacross all the companies’ predictions.%100806040200U.S. Advertising Breakdown,2000, 2005, and 20086 6 5 Yellow Pages4 5 82 2Internet9 837 Outdoor7 10 10 Radio2118 Cable18Television8 723 20201924 232000 2005 2008Source: McCann Erickson / Credit Suisse Estimates© World Association of Newspapers 2007-20087MagazineNewspaperDirect MailU.S. Advertising Spending Growth,by Media, 2007 – 2009%353028.52520.02015108.66.08.3 4.35 3.1 3.10 0.1-0.37-1.3 -3.2-5-4.6 -4.5-102007 2008 2009InternetMagazinesTelevisionOutdoorYellow pagesNewspaperSource: Jack Myers Media Business Report, “Advertising andMarketing Communications Forecast 2006-2009,”September 17, 2007; eMarketer calculations, October 2007© World Association of Newspapers 2007-2008RadioTotal25