Why am I not surprised to read the news from researchers Advertiser Perceptions who survey ad reps twice a year to find out whether they think their mediums share of ad dollars will increase, decrease or stay the same. Not surprisingly, 76% of online sales people think their sector will grow, while only 3% think it will shrink. Everyone else is decidedly unhappy, though. MediaPost: Indicates a marked drop in the percentage of ad executives who expect their share of ad budgets to increase over the next six months for all the media measured. The worst hit of all the media, not surprisingly, were broadcast media outlets. Only 16% of ad executives expect radio's share of spending to increase over the next six months, down from 26% when Advertiser Perceptions conducted a study last spring, and down from 19% when it conducted it last year. Optimism for broadcast TV, meanwhile, dropped to 22% from 29% in each of the last two surveys. It's going to get tough for everyone in 2008, but particularly for old media!
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Take two of these and come back in 2009!
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