Cliff-Dwellers: Why Media Companies Fear 2013

Advertising Age, Monday, November 19, 2012 3:44 PM
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Who's most in danger of falling off the fiscal cliff next year? Not necessarily big packaged goods companies -- but "media companies, already looking at the prospect of difficult comparisons to a relatively weak 2012 that was buoyed by the Olympics and political spending, [and who] clearly expect to be the canaries in what might be more like a fiscal coal mine," according to Ad Age staff in a worried-sounding trend story. "The reality is, the media industry doesn't have much room to avoid a down year, cliff or no. It's already facing comparisons to a 2012 that included a record $6 billion in political spending -- roughly the equivalent of two P&Gs -- nearly all of which will disappear next year."

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