According to a report by Toni Fitzgerald of online site Media Life, media buyers and planners remain glum over prospects for increased ad spending in 2006. Media Life's latest poll, conducted last
month, revealed a not-very-pretty picture: "Media buyers and planners, looking ahead into 20006, don't see much that's encouraging in terms of a rebound in ad spending following the slowdown of last
fall." The recent poll revealed that just "over half" the respondents think the ad economy "will dog through the first quarter, even with the Olympics." Moreover, "nearly 22 percent" think the year
will be weak throughout. On the other hand, about 27 percent of those polled thought 2006 will be positive overall, led by Olympics ad spending. Also thought to be strong: Spending on the Internet
and the Spanish-language networks. Finally, reports Fitzgerald, "when it comes to magazines, pessimism continues to prevail. "More than half" of the poll's respondents" thought the industry was in
for a difficult year, citing business, personal finance, and newsweeklies as categories facing the harshest challenges.
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