Next year will see global online advertising expenditure overtake radio, according to a forecast from Publicis owned media agency ZenithOptimedia. By 2009, net advertising will be 9% of global advertising spend.

In Norway, Sweden and the UK, online already takes more than 10% of adspend. By 2009 another 8 markets will join these three. The forecast predicts that cinema and outdoor will also grow faster than average to 2009. Meanwhile, the losers in the market share battle will be print, especially newspapers.

The newspaper industry is well aware of this trend and is investing more and more money into online publishing. Many progressive newspaper titles are even going beyond traditional print journalism into online video reporting in an effort to extend their brands to secure their future.