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So where is the advertising going? As consumers begin using the Internet for everything from shopping for clothes to buy a new house, a clear shift in advertising dollars can be seen from print publications to the Internet. This small ripple has built slowly over the years and is now waves.

Advertisers are taking money out of print publications and the search for effective alternatives. One of the fastest growing and most profitable ways effective advertising is the Internet. Richard A. Smith, president of Cendant Corp., the largest residential real estate broker in the U.S., said that part of its Coldwell Banker and Century 21 brand budget devoted to newspapers will be reduced to two-thirds next year compared to 2006 (Tim Mullaney, Bloomberg July 18, 2007). This is just one example of changing the advertising dollars to the market.

While print advertising may never disappear entirely, the appearance and the popularity of the Internet has led to a decrease in their effectiveness. Visit any website and find an advertisement for any product or service and as the next generation of consumers is developed, this will continue to increase.

An important indicator that the advertising market is changing is that the circulations Local newspapers are declining. An example of this can be found by looking at the daily circulation of The Arizona Republic declined 3.7% to 382,414, the circulation of the Sunday edition has also declined 4.6% to 480,585. Another example of shifting advertising budgets earlier this year is that June 20, the Tribune newspaper reported that "Home-sale advertisements fell 30% in May. Finally, the New York Times declared that throughout the May real estate advertising fell 16%. David Hiller July 13, 2007

So if you're thinking of buying something new, the best holiday deals could be online compared with the paper.

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