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Ad Spending Set To Rise, Especially Online

Ad spending in the U.S. is heading up. New forecasts from Publicis Groupe SA's ZenithOptimedia says spending will rise 2.5% to $155.2 billion this year mostly from marketers in financial, retail and auto sectors. But the firm says it will take several years before spend reaches pre-recession levels. The firm predicts that worldwide spending will rise 4.2% to $470.8 billion, lower than the previously estimated $4.6 billion, because of recent events in the Middle East and Japan.

The largest increase will be online, per ZenithOptimedia, which predicts a 13% rise in digital media. Second would be cable, with a 10% increase, and then cinema, with ad spend in that medium increasing 6%. Print will see drops, however: 8.5% in newspapers, 1% in consumer publications and 4% for trade magazines.



Read the whole story at The Wall Street Journal »

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