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Advertising Age reports that Procter & Gamble has decided to shift more of its ad spending from television to print, with CEO A.G. Lafley saying that P&G is "reallocating investments from parts of the communication plan that aren't working as hard for us to parts ... that are."

It is a small shift to begin with – moving less than three percent of its total ad spend from television to print. And P&G continues to invest more and more money in direct marketing.

What Ad Age notes is intriguing is that “though P&G has shifted some funds to the internet, online remains a paltry 1.4% of P&G's media outlay, up from 1% last year and 0.5% in 2004.”

Which means that for the moment at least, P&G is taking a relatively old world approach to new world ad spending.

Ad Age writes: “P&G's move to print has been mirrored by rivals that use marketing-mix models too, including Unilever, Clorox and Johnson & Johnson. And some of them have made far more dramatic shifts.

“Unilever last year cut TV in favor of print. TV as a share of the marketer's media budget fell below 50% (to 45.1%) for the first time in decades. Print climbed 12 points to 37.7%.”
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