8 October 2009
Internet makes biggest gains in ad report
TORONTO—Released late last month, the Canadian Media Directors' Council released its 2009/2010 edition of Media Digest, produced by Marketing Magazine. In the report, a chart measuring net advertising volume by medium showed big gains in internet advertising in 2008 over 2007. Smaller gains were posted in out-of-home, catalogue/direct mail, yellow pages and miscellaneous. Losses, though not large, were in the newspaper and general magazine categories.

Net Advertising Volume by Medium (Canada — millions of dollars)
Daily newspaper 2007 2008
Total 2,572 2,503
Change -2.4% -2.7%

Internet 2007 2008
Total 1,241 1,602
Change +37.9% +29.1%

General Magazines 2007 2008
Total 718 692
Change +5.3% -3.7%

Out-Of-Home 2007 2008
Total 422 463
Change +14.0% +9.7%

Catalogue/Direct Mail 2007 2008
Total 1,639 1,662
Change +1.9% +1.4%

Yellow Pages 2007 2008
Total 1,281 1,299
Change +1.9% +1.4%

Miscellaneous 2007 2008
Total 1,441 1,461
Change +1.9% +1.4%

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