There have been a lot of blog conversations lately about online writing jobs and the sometimes low rates writers receive.
More than a few bloggers (me included) have suggested that offline B-to-B copywriting is still the best way for struggling writers to boost their revenue stream and acquire high-value clients.
It’s not that online work is bad. It’s that the hype surrounding online marketing is huge. And that offline budgets are simply much, much bigger.
$58 Billion vs. $7.9 Billion. Where Do You Want to Play?
Marketing Sherpa published an interesting set of charts that compare online marketing spending vs offline spending.
Spending on direct mail topped $58 Billion. Spending on Paid Search (highest online category) was $7.9 Billion.
In fact, the first eleven offline categories easily topped the leading online category. The article represents instructive reading for those making a living by the written word.
Obviously, all this money isn’t going to writers. But where there’s a big budget, there’s the potential for a big fee.
Do I expect the gap between offline and online spending to narrow? Absolutely.
Should writers abandon online markets? Absolutely not. But don’t get fooled by hype; offline marketing remains the bigger market for copywriters, and will stay that way for some time.
What’s your verdict? Surprised?
[tags]marketing sherpa, online marketing, offline marketing, direct mail, writer, writers, copywriter, copywriters, marketing[/tags]
Tom;
I am guessing these numbers include consumer advertising.
For business advertising, direct mail is not delivering the types of response rates that online alternatives (such as newsletters) are.
I would stick with the growing market.
Mike
Michael;
I don’t think it’s an either/or situation. It does seem that a lot of writers are content to write for online markets due to the convenience.
They don’t have to leave their keyboard.
My point is that doing so without consideration of traditional offline markets cuts them out of the much, much larger piece of the pie.
I’m all for specializing, but think newer writers should keep their eyes open for new revenue streams (thus the Fifteen Minute Friday Pitch series).
As always, thanks for the comment. The conversation adds to the thoughts.
TC
The figures aren’t suprising.
The same hype was attached to the printing industry when ‘paperless office’ was the buzz term. Some people jumped the gun and claimed that print design was on the way out, and that if (as a graphic designer) you didn’t make the move to web design your days would be numbered.
You might say it could be a case of combining the two to make the most of every opportunity.
You might also say that you wish to specialise in order to attract a larger chunk of either market.
At the end of the day content is still king.
I’m new to blogging. I like what I see.
Tom,
Thanks for sharing this one.
Writers have their own choices… Wherever they feel ease and comfort in writing then they need to continue doing. And of course on what ever they choose, they need to make sure they can gain something on it.