NYT - IN the matchup between the print and online versions of newspapers, signs of the Internet's ascendancy are growing stronger. As Colby Atwood, a newspaper analyst and a vice president at Borrell Associates, put it, "The tail is beginning to wag the dog."
According to estimates released on Friday by the Newspaper Association of America, newspaper print ad spending in the first three months of 2006 increased only 0.3 percent, to $10.5 billion, over the corresponding period last year. At the same time, spending for online advertising surged 35 percent.
"I think the handwriting is kind of on the wall that there is a large migration to the Web," Mr. Atwood said. "Increasing amounts of revenue and focus should be on the online properties. This is a transition that's taking place over several years here. It's not happening overnight, but it's definitely happening."
The numbers are still small compared with print: the first quarter of 2006 produced $613 million in online advertising, up from $454 million in the year-ago period. But it is the eighth consecutive quarter of growth for online ads, according to the association.
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