Online advertising in the US is expected to grow bigger than newspaper advertising by 2011, as shown in the annual media research report by Veronis Suhler Stevenson (VSS).

In the study, VSS predicts that online advertising will increase by over 21% per year, totalling to over $62 billion by 2011, a few billion dollars bigger than newspaper advertising which is expected at $60 billion. Broadcast, cable, and satellite TV advertising still takes the biggest slice of the cake, foreseen to reach $86 billion.

“The path of online advertising and newspaper advertising is a continuation of what we’ve been observing for many years, but it is finally getting to the point where the lines will cross,” said James Rutherfurd, managing director at VSS.

As Americans spend more and more time online, one can’t help to ask if this gradual shift to digital media be the gradual death of newspaper production. Are we finally saving more trees?

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