Look for the first real impact to come in early 2009 among financial, automotive, retail and travel marketers. "The first quarter will be really scary,"
especially for TV, says a media agency insider.
Media buying agencies are actively taking steps to avoid getting stuck with huge bills, including being more vigilant about accounts receivable. "We are looking at accounts that are overdue, and it's not just a finance person calling them; now the CEO will call them up," says one executive.
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