MagnaGlobal Updates Its U.S. Advertising Forecast
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Direct Media is exhibiting an increasing discrepancy between traditional activities (directories and direct mail) and digital (Internet yellow pages, paid search, lead generation). Traditional direct media remains significant ($26.2 billion in 2011), but it is increasingly challenged by digital alternatives. Digital direct media, on the other hand, continues to outperform. Paid Search growth has accelerated this year to 21.7 percent, and is expected to maintain double-digit growth in 2012 (13.0 percent).
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