UK Internet ad sector to grow nearly 7% in 2010

The internet ad sector is forecast to grow 6.9% this year, compared with declines for newspapers, magazines and TV ads according to a new report from Enders Analysis.

The organisation predicts that while offline media will see less marked negative growth this year compared with 2009, the internet will remain the only channel to see positive expansion.

Enders Analysis expects 2010 to be a big year for newspaper publishers as more titles begin to experiment with paywalls and other ways of charging for content.

However, it is likely that the mobile medium will offer the greatest potential for publishing companies.

Publishers such as the Guardian and Trinity Mirror have either launched or are preparing to roll out apps offering users access to their online content while on the go, although this could result in reduced consumption of traditional print products.

"This trend could accelerate consumption decline. With 15 to 30 minutes to kill [on a journey], that's when the Times or Guardian came in handy," said Douglas McCabe of Enders Analysis. "That iPhone app says, even in that little slot, we are offering you a [subscription-] free service."

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