Alternative marketing thinking

iCONTRACT

Advertising Struggles

The Economist reports of the continuing problems that the advertising industry is going through across the world. While India and China maybe bucking the trend, in the US the numbers are expected to be down by some 14%. The actual decline is even bigger, which is why Magna has adjusted the numbers to reflect the lack of big quadrennial spending events, such as last year’s Olympic games and American elections. For many businesses that carry ads the pain is even greater still. Advertising in magazines is expected to fall by 18.3%. Radio advertising is predicted to plunge by 21.8% and newspaper advertising by 26.5%, which is why so many papers are struggling to survive. Even the much hyped rise of online advertising has been reversed, with spending forecast to decline by 2.2% in America this year. The coming year is not going to be any better according to Magna. Next year Magna projects a further decline in total spending of 2.1%. As Sir Martin Sorrell put it. We Led into the downturn. We will lag the upturn. More in the Economist

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