September 20, 2010

Did you hear what Magna media forecaster Brian Weiser said last week? He believes that even with the lure of new media offerings, traditional media will remain the dominant recipient of ad dollars for years to come. He said, "The largest advertisers aren't able to do things in a meaningfully different way because their structures are fixed." He believes the reach and frequency model will remain in place as how media budgets are spent for decades to come.

As for forecasts, 'tis the season. We start hearing them all. He anticipates U.S. advertising to be up 2.1% this year. Media economist Jack Myers predicts traditional media advertising to be up just 0.3% to 263 billion. About where it was a decade ago.