Think of the trends in advertising in hockey terms...

At one end of the ice is the veteran team (traditional advertising, namely newspaper) that has enjoyed a long period of dominance but isn’t quite so fast on its skates as it used to be.

Facing off against them is a younger, faster team (online media) that started to flex its muscles in recent seasons. It was only a matter of time before the upstarts toppled the old guard and entered their own era of preeminence.

That’s what happened to advertising in 2010. For the first time ever, online outlets captured more advertising dollars than newspapers did. That trend will only continue.

Online ad spending will increase 20 percent in 2011, to $31.3 billion, according to projections from eMarketer Inc. Capturing a big chunk of that spending are banner ads, up 25 percent to $12.3 billion.

And online is where hockey fans can be found: Unique visitors to the National Hockey League’s Web site increased 25 percent in the past year; average monthly unique visitors to NHL.com and the 30 NHL team Web sites increased to a record 21.2 million.

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Contact Neal Goulet at neal@papuck.com or submit the form below to get more information about advertising with PA Puck.