It’s the economy, stupid

In January 2009, all forecasters agreed that the economic outlook, and that for advertising which depends on it, is dire.

It's the economy, stupid

Joe Mandese

Two months ago, I weighed in on the impact a global economic recession might have on the advertising economy. It's time to weigh in again. In fact, I could probably devote at least the next 12 months of Admap columns to the economy, according to Steven King, chief executive of Publicis' ZenithOptimedia media unit. Economics have grown so volatile, and their influence over advertising budgets and media investments so profound, that ZenithOptimedia has gone from quarterly tracking of global ad spend to monthly.

“Clearly, the situation is very different now than eight...

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