Online media may attract increasing ad revenues in the Middle East's diversifying marketplace, but the role of traditional news outlets is still very much intact, says Saudi Arabia-based advertising sales leader Al-Khaleejiah Advertising & Public Relations Co.

'It is inevitable that online advertising will become more established in an increasingly tech-savvy market like the Middle East, but traditional newspapers and magazines will remain the primary advertising tool for global brands in the meantime,' said Al-Khaleejiah's MD Bander Asiri.

Speaking during the 1st Dubai International Advertising Festival, Asiri added: 'Online expansion represents an opportunity, not a threat to established news outlets. The key challenge will be to harness the equity of famous offline titles in the digital space. Web-based and traditional media complement each other, and the potential in the Middle East for publishers and advertisers alike is greater than ever.'

Al-Khaleejiah, which is responsible for the 15 titles put out by the Saudi Research & Publishing Company, including Asharq Al Awsat, Sayidaty, Arriyadiah and Arab News, will sponsor the print media category of the 2nd Dubai Lynx, the Middle East and North Africa Advertising Awards for Creative Excellence.

Dubai Lynx draws on an international jury of creative and media experts, and this year's awards night ceremony takes place on April 2. The 1st Dubai International Advertising Festival, held inside in the Sheikh Rashid of Dubai International Exhibition Centre, will showcase entries into the awards and host seminars and presentations from globally-renowned industry speakers.

Bander Asiri said: 'We're excited to be a sponsor at Dubai Lynx for the first time. Supporting the best advertising talent is critical to the development of the media industry, be it print, broadcast, digital or outdoor.'

Despite storm clouds on the horizon of the international economy, prospects for Middle East advertising are upbeat, with the Olympics and Euro 2008 promising an ad windfall for regional media, especially print media said Asiri.

'In the last World Cup year, 2006, ad sales for the sports daily Arriyadiah saw year-on-year growth of 122 per cent in the summer period, and the regional print advertising market in general grew 12 per cent. This year's sports schedule promises equally rich opportunities for regional media.'