In conjunction with the TV and major media ad spending estimates we released Tuesday, here’s a closer look at eMarketer’s new US magazine and newspaper ad spending forecasts.

In December 2010, eMarketer estimated that online ad spending passed newspaper ad spending for the first time that year. eMarketer estimates print ad spending at US newspapers will fall 6% to $21.4 billion in 2011, after revenues shrunk 8.2% in 2010. If there’s a bright side for the newspaper industry, it’s that massive losses to print newspaper ad spending will taper off in 2011 and continue to get smaller. In 2014 and 2015 spending will drop just 1% each year.

Between 2009 and 2015, eMarketer estimates print newspaper ad revenues will drop by a total of $5 billion. Over the same period, newspapers’ share of total major media ad spending will fall from 16.9% to 11.4%, the greatest loss in share of any medium.

eMarketer forms its forecast through a meta-analysis of data aggregated from research firms and other organizations that track advertising spending at magazines and newspapers. eMarketer benchmarks its US newspaper ad spending projections against data from the Newspaper Association of America (NAA), for which the last full year measured was 2010. Newspaper spending includes classified, national and retail.

Print magazines, like newspapers, will see continuing declines through 2015. Overall US advertising revenues at magazines fell 2.9% to $17 billion in 2010, down from $17.5 billion in 2009, according to eMarketer.

As with newspapers, the biggest losses for magazines came on the print side. eMarketer estimates print ad revenues at magazines fell 5% to $14.7 billion in 2010, down from $15.5 billion in 2009. This year, eMarketer estimates print revenues will fall 5.6% to $13.9 billion.

Gains in online revenues, which will rise from $2 billion in 2009 to an estimated $3.1 billion in 2015, will fail to offset the losses in print—with total US ad revenues at magazines expected to drop to $14.7 billion in 2015.

eMarketer’s magazine ad spending projections are based a meta-analysis of data gathered from over a dozen sources, including Myers Publishing, PricewaterhouseCoopers, ZenithOptimedia, the Publishers Information Bureau and the US Census. eMarketer’s print magazine spending figures include both consumer and business publications. You see a comparative estimate of eMarketer’s forecast alongside projections from other firms below.

For more information on eMarketer’s coverage of advertising spending, you can read the press release here.

Last year, TV advertising spending in the US grew 9.7% to $59 billion, and its steadying share of overall US advertising revenues suggests TV has been largely unaffected by the dramatic growth of online advertising, according to an upcoming report by eMarketer.

To read the complete article, click here.

Recent weeks have brought a raft of estimates and forecasts for UK advertising spending in 2010 and 2011. For digital media, the news is excellent; for traditional channels, more sobering.

Spending on internet ads grew 10% in the first half of 2010, the UK’s Internet Advertising Bureau (IAB) declared in October. As reported by MediaTel, online spending came to almost £1.97 billion ($3.09 billion), or 24.3% of all UK advertising during the period.

According to the IAB, online display returned to healthy growth in H1 2010, with spending of £381 million ($598 million)—a rise of 6.4% compared to the first half of 2009. Banner ads accounted for 72% of the display market, or £272 million ($427 million), while pre- and post-roll video ads shot up to £20.7 million ($32.5 million), and display placements on social media sites contributed around £41 million ($64 million).

Display ad impressions (excluding video) rose even more steeply than spending between Q3 2009 and one year later, to judge by figures from comScore Ad Metrix. This suggests that advertisers were getting much better value for their display budgets in 2010, which doubtless encouraged more committed spending.

Classified ads also staged a comeback in 2010, the IAB reported, climbing 11.4% to £379 million ($595 million) during the first half of the year. Paid search marketing rose by 8.9%, to claim 59.9% of all online ad spending, or just over £1,180 million ($1,853 million).

The IAB saw the double-digit rise in online ad spending as part of a more general recovery; by its calculations, total UK ad spending reached £8.1 million ($12.7 million) in H1 2010, 6.3% higher than spending in the first half of 2009.

The Bellwether report, issued by the Institute of Practitioners in Advertising (IPA) and accountancy firm BDO LLP, was less upbeat, noting that the ad budgets of UK marketers rose by an average 0.5% in Q3 2010—a marginal gain, though a welcome contrast to the 4.6% fall registered in Q2.

Like the IAB, the IPA found that the internet delivered the outstanding success stories, with spending on search up 9.9% in Q3 2010, and display spending up 13.3% compared with the previous quarter.

The IPA did point out that most of the 300 or so firms polled for the report were less optimistic about the financial prospects for their industries than in Q2. Moreover, the report’s author ventured that the strong economic performance in Q2 “likely marked the peak of the recovery cycle.”

Looking ahead to 2011, the latest Consensus Forecast from the World Advertising Research Centre (WARC) projected that worldwide ad spending will rise by 4.5%, following a gain of 4.4% in 2010.

Most of that growth will be driven by emerging markets, such as Brazil (where ad spending is predicted to leap 11.4% in 2011), China (13%), India (14%) and Russia (16.3%)

The UK and most other major European countries can expect minor gains by comparison. UK ad spending will rise 2.7% in 2011, said WARC, or just over half the 5% growth anticipated for 2010.

France and Germany will see 2% growth in total ad spending, while Spain will register a gain of 2.2%, after a decline of roughly 1% in 2010.

Globally, WARC foresaw average 2011 increases in Internet ad revenues (13%) far outpacing growth rates in traditional media (5.2% in TV, for example).

The UK, long a leader in internet advertising, will show the lowest growth rates, according to WARC. But even then, online ad spending will be an estimated 6.2% higher in 2011 than in 2010.

Most recently, key companies in the WPP Group, including agencies Ogilvy & Mather and Mindshare, raised their overall forecasts for revenue growth in 2011. According to CEO Sir Martin Sorrell, the revisions were based in part on WPP’s own 4.5% growth between January and October 2010. Group companies had earlier suggested that they anticipated expansion of between 3% and 4% in 2011.

Where does this leave UK ad spending, and online ad spending in particular? Some key aspects to keep in mind:

1. The economic situation remains volatile. In the past week alone, the UK has been buffeted first by news of another national financial bail-out in Ireland (the UK’s number one trading partner) and then by claims that the economy grew by 0.8% in the third quarter, and that spending cuts by the Conservative/ Liberal Democrat coalition government will not have as drastic an effect on public sector jobs as previously feared. The arrival of good and bad economic news in quick succession has been a hallmark of 2010, and looks set to continue as 2011 approaches. This uncertainty will weigh on advertisers, but most have little choice but to maintain spending at or above current levels. After the declines of 2009, further trimming might affect their market shares.

2. For the moment, the consumer mood is largely positive, buoyed by the prospect of Christmas. Many high street retailers—and several online players, including Amazon—are already offering mark-downs, and sales are healthy in many sectors. In the week ending November 13, the John Lewis group recorded sales of £76.93 million ($120.78 million), up 11.5% on the previous week, and 6.8% higher than the corresponding week of 2009. January may bring a less happy mood, however, as the holiday spirit recedes, some jobs are in jeopardy and value-added tax on most purchases goes up to 20%.

3. While growth in total ad spending may languish in the low single digits, there is little doubt that digital will again outpace traditional media, as in 2009 and 2010. Industry observers are unanimous in predicting that display (driven by sharply higher spending on video ads and social media placements) will gain further momentum, while paid search also thrives and mobile marketing moves up a gear.

An estimated 77% of UK adults ages 16 and older, or 38.3 million people, use the internet regularly in 2010, according to recent data from the Office of National Statistics (ONS). More than 30 million individuals now go online every day, or almost every day, and 73% of all households have web access.

Most members of the online family in the UK are doing well, using internet services more and also developing new habits as innovative options emerge.

For example, email is not only alive but thriving, used by an estimated 90% of the UK internet population. Finding information on goods and services was the second most popular activity (75%), followed by travel and accommodation services (63%). More than half of web-enabled adults said they banked online; 51% said they accessed news or magazine content.

E-commerce is going strong too. An estimated 31 million shoppers paid for something on the web in the 12 months prior to polling, said the ONS. More than half (52%) purchased clothes, while 47% bought films and music online; 24% had bought groceries and food.

At the same time, mobile web use is up sharply. Some 31% of web users said they went online via mobile phone in 2010, compared to 23% in 2009.  Among younger users (ages 16 to 24), an estimated 44% browse the internet on their phones. In addition, researchers reported, 2.7 million people used wireless hot-spots in early 2010.

TV is a big draw, with roughly 17 million people streaming television content from the web. Men were more than twice as likely to do this—perhaps because they are more likely to seek out snippets of news, sports or financial coverage during the day. Or perhaps women make more effort to watch when their favorite programs are broadcast. Whatever the reason, the ONS found that 52% of male web users had used video-on-demand services like the BBC iPlayer and Channel 4′s 4oD, compared to 23% of women.

So online merchants, mobile operators, broadcasters and video content owners are among the parties best pleased by these statistics. Advertisers and marketers will be happy too, as the heavy usage and significant spending power of their online audiences are confirmed once more. Among individuals with incomes of £41,600 ($65,300) and over, an estimated 98% are internet users.

Yet some results make discouraging reading for those in the government and the services sector who hope to shift more operations to digital channels. While internet use is virtually universal among adults ages 16 to 24, for example, the opposite end of the age spectrum is still poorly represented. Three-fifths of people 65 and older have never gone online, the ONS estimated. This may persuade the Conservative-Liberal coalition that spending on internet delivery of social services such as pensions advice is not warranted, especially when widespread cuts to IT budgets are looming.

eMarketer recently published its first ever worldwide ad spending projections, forecasting double-digit growth in the online space as the global economy continues to improve.

That fast digital growth will be supported by rising spending around the world, with increases coming especially quickly to the developing markets in Asia-Pacific, Eastern Europe, Latin America and the Middle East and Africa.

The outlook for total media spending is also positive, but less so. The advertising market as a whole took a significantly bigger hit during 2009—down 10.5% around the world compared with a small rise of 2% in the online space. By 2014, eMarketer predicts $564 billion in total ad spending around the world.

In addition, its recovery will be slower. Marketers who turned to digital for its effectiveness and measureability in tough times will continue to appreciate those qualities as budgets go up, and with the world’s population spending more and more time with digital media, dollars will follow eyeballs.

Even the gains that overall ad spending will make in coming years will be largely due to spending online, which is included in the total. Traditional media, for the most part, will remain stagnant or in decline.

To purchase the full report, “Worldwide Ad Spending,” click here. Total Access clients, log in and view the report now.