Online ad spending in '10 to surpass print ads' in U.S.

Print will make up 30 percent of total advertising and marketing spending in 2010, compared with 33 percent for digital, Outsell analysts Chuck Richard and Sheila King wrote in a report released Monday. Last year, print spending accounted for 32 percent of the total, compared with 30 percent for online.

Spending on Web sites and other digital media will rise 9.6 percent to US$119.6 billion this year, Burlingame, California- based Outsell said. Print expenditures will drop 3 percent to US$111.5 billion. Total ad spending will jump by 1.2 percent to US$367.9 billion from US$363.5 billion last year.

Advertisers will reduce spending on marketing for events, and on television, radio and movies this year. TV, radio and movie expenditures will drop by 3.8 percent to US$84.6 billion, Outsell said.

Spending on events will decline less than 1 percent to US$45.2 billion this year. It will remain unchanged at US$6.2 billion for public relations and miscellaneous other categories, Outsell said.

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