NEW YORK—According to a story from Advertising Age, members of the media, marketing and ad agencies expect U.S. ad spending will slowly increase in the second half of 2009. However, the marketing forecast definitely isn’t rosy – although ad sales are finally beginning to rise, companies don’t expect them to ever reach the highs they once saw.

After reviewing marketing sales and forecasts for 2008 to 2010, statistics compiled by Advertising Age suggest “the consensus is ad spending will fall for three consecutive years – 2008, 2009 and 2010 – for the first time since the Depression.”


These industry changes mean that marketing initiatives focused on digital platforms and niche markets will likely fare better than traditional methods, according to research by Advertising Age. Although new trends may require a complete reshaping of agencies’ approach to advertising, digital and social media are becoming more and more appealing to clients. Contact: www.adage.com/article?article_id=138358