Where's the Money Moving? Out of Media

CHICAGO (AdAge.com)
-- U.S. ad spending -- at least the measured kind -- fell 0.3% in the
January-to-March period, the first down quarter since the ad recovery
began in 2002. But a drop in reported ad spending does not mean a drop
in marketing spending. That's because what marketers need isn't just
measured media; it's measurable results.

As traditional media disciplines struggle to adapt, internet media are gaining share. The internet's share of measured spending rose to 8.1% in the first quarter from 5.4% five years ago, according to TNS data.