A new study in the US suggests that as of August 2009 more small and medium US businesses advertise using online media than traditional media.

Source: eMarketer: Online Ad Penetration Keeps Climbing

“The milestone of digital/online surpassing traditional media among SMBs is an indicator of the broad shift to online platforms.”
Steve Marshall, Director of Research, The Kelsey Group.

What this study doesn’t measure is the number of small and medium businesses using their website to reach new customers through search engines and referrals from other websites. How do they do this? Simply by publishing web pages and blog posts, which other than their time may cost them nothing.

With the number of small business websites booming, it seems small and medium businesses are far more engaged with online media – paid and unpaid – than they ever were with traditional media.