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Roy Greenslade highlights this from Adam Smith, futures director at WPP-owned media agency Group M, as a potential quote of the year: “No previous ad recession has put household media names at risk like this one has, from local newspapers to high-street magazines to national TV channels”. Separately, Mark Sweney at the Guardian paraphrases Smith [...]
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Have the UK’s media agencies embarked on the long march back from Happyclappyland? In recent months, I’ve lambasted optimistic ad growth forecasts from the likes of Zenithoptimedia and Group M. In December, WPP-owned Group M forecast a mere 6% decline in TV advertising revenues during 2009. Delivered at around the same time, Zenithoptimedia’s forecast felt [...]
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OK, so perhaps I was a bit harsh on the forecasters from Group M yesterday. They’re just doing their jobs, trying to stop people from thinking that the world has come to an end. I really should try to be more cheerful. Perhaps, as Group M suggests, ad revenues for consumer magazines will only decline by [...]
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WPP’s media buying subsidiary Group M churned out yet another forecast for advertising growth today. (On top of the existing ones from Zenithoptimedia, Billets and Enders.) This being WPP, the tone is less doom-laden than Enders. But it seems more gloomy than Zenithoptimedia and Billets. 2009: TV advertising: -6% Radio ads: -8% Consumer magazines: -8.5% [...]