Research

---

Print Advertising Media Substitution

Area: Cross-media Migration and Integration
Document # PICRM-2008-07

This quantitative study examined changes to the advertising media mix of leading national advertisers from 2003 and 2005. The advertising channels analyzed were newspaper, magazine, television, outdoor, radio, Internet, and Yellow Pages. Of these seven categories, there was statistically significant growth in radio and Internet advertising, and a statistically significant decrease in traditional Yellow Pages advertising. Differences in advertising spending were found by industry.

Download the full monograph.

Tags: print advertising media trends

Author

---

Matt Swain
Graduate Student, School of Print Media
Rochester Institute of Technology

Author

---

Patricia A. Sorce, Ph.D.
Director, Printing Industry Center; Administrative Chair, School of Print Media
Rochester Institute of Technology