Press, which includes all newspapers and magazines, accounted for £6.7bn of UK advertising spend in 2007, nearly twice as much as television and three times the size of internet advertising.
By 2019, it is expected that press advertising will shrink to between £5.1bn and £6.0bn in today's prices, and even less if you adjust for inflation. The decline in print will come despite total media spend leaping from £6bn in 2007 to between £18.6bn and £22bn in 2019.
Meanwhile, television is expected to enjoy modest growth, while the internet will leap ahead to become the primary medium with between £6.5bn and £7.7bn in ad spend.
The 'Other' category, which included printed media, such as direct mail and outdoor, as well as radio and cinema, was expected to grow from £3.4bn to between £3.5bn and £4.1bn.
Print ad spend to plunge as money goes online
The importance of print-based media to advertisers will plummet over the next decade, according to a study by the World Advertising Research Centre and the Advertising Association.
