Sobering news from a forecasting guru, but a glimmer of light for interactive and digital spending, especially search.
“The brunt of the 6.9 percent fall-off in 2009 ad spend will be felt by newspapers (-15.0%), Yellow Pages (-14.0%), consumer magazines (-13.0%), radio (-12.0%), local television (-10.5%), business-to-business and custom publishing (-9.0%), and broadcast network television (-4.0%). Even online media will feel the pain, with projected overall growth of a meager 2.7 percent. Online display ads are forecast to grow only one percent, with search engine marketing increasing 8.0% and online video, search engine, widget advertising increasing at a 25.0% rate to $1.5 billion. Online growth will pick up again in 2010 with overall 8.5% increases.”
