Andrew Piron

Recently I saw an article on Forbes.com about 2010 advertising trends. The prediction was for digital advertising to surpass printed advertising this year.  While we all have seen this trend developing for years, it is sure to have an impact on local advertising.

All too often, I am seeing local advertisers take advantage of only a few local marketing tactics - mainly print.  I guess I am a bit opinionated from my years in digital advertising and seeing the measurable results that it provides, but I always scratch my head and wonder why it has taken so long for local marketers to balance their media buys between digital and print.

When local marketers engage in local media buying services with Balihoo, they are often given a very diverse mixture of media representative of their budget.  Whenever we hear success stories from the local level, it is usually from a business that has taken a balanced approach to buying media. 

While we've all seen this shift coming, I think this is a big moment when the digital advertising spending surpasses print.  Don't get me wrong - print is still very effective and useful; in fact, we recommend it highly.  To me, it is nice to see more balance in the advertising world.