Publishers of newspapers and magazines of various kinds are switching much of their advertising focus to internet-based outlets, according to industry analysts.

Falling circulation levels among print publishers mean that advertising revenues will increasingly be driven by online activities and businesses are believed to be changing their tactics accordingly.

Over the next four years, the amounts spent by magazine and newspaper publishers in promoting their brands online will almost double, according to the latest projection from eMarketer.

Senior analyst at eMarketer Lisa Phillips is quoted by the BizReport news service as saying: "Without question, print publishers are focusing on the digital transformation of their brands."

"While print products will not go away any more than radio disappeared when TV arrived, publishers must adapt to serving two audiences, one online and the other offline," she added.

A report from the same news service recently revealed that Forrester Research expects to see online advertising be worth more than £30 billion by 2012.

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