• Yahoo News, Thursday, September 15, 2011 3:30 PM

This year will feature none of the "deep, nerve-rattling cuts [in ad spend] that marked the 2007-09 recession," writes Paul Thomasch, explaining the views of UM Chief Executive Jacki Kelley.

"Advertisers are a bit more cautious, but they are not panicking and they are certainly not pulling dollars out of the marketplace," Kelley says.

Kelley predicts that media such as television and Internet search -- which "allow you [to] get in and out with a little more immediacy" -- will grow at this time, while "the media that tend to be the most vulnerable -- which isn't because of their audience -- are the ones that require a longer lead time. If you are a monthly print publication, commitments happen three to four months out and you can't pull that."

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