Digital Direction: Marketing Spend Continuing Online Growth, Offline Decline (New Report)

Last week, I wrote about the benefits local media receive from digital-focused strategies on the Magazine Manager blog.

Looking larger, thanks to recent Winterberry Group numbers, the marketing spend for offline and online channels backs up the digital view as well.

Online marketing spend is projected to grow 12.3% to $405.2 billion in 2025, against a 5.5% decline in offline marketing spend, according to the “Outlook For Advertising, Marketing And Data: Transformation Accelerates” report. The largest online channels for 2025 are search (up 12.2%), social (up 13.3%), display (up 9.7%), and video (up 16.7%).

(Source: Winterberry Group)

Offline spend, which is projected to total $180.5 billion, will see a 13% decline for print newspapers and 7.3% decline for print magazines, hits that MediaPost’s Ray Schultz attributes to 2025 “lacking the political boost seen in 2024.”

“Last year, ad spending grew by 11%,” Schultz says. “Take out political advertising for the 2024 election and that falls to 8.7%, which is still higher than the growth forecast for this year. The message? You better have your digital house in order.”

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