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Tis the Season for Forecasts: Looking at 2010

Friday, Dec 11, 2009

Michelle OBrien

 

Tis the season for forecasts and projections! Today’s entry comes from Standard & Poor, who reported this week that the media ad spending rebound remains “uncertain,” and predicts a 4.2% increase in U.S. ad spending in 2010.

The numbers come via MediaPost, and unfortunately for newspapers, S&P is predicting “not much recovery at all” for print businesses. The ad spending increase will be helped along by 2010 events, including the Winter Olympics and the midterm Congressional elections.

Have you done projections for next year’s sales? How do they look? Tell us in the Comments section what you’re expecting in 2010, and any sectors you think might be good in the new year.

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  • http://www.mlive.com Jason Christie

    Focusing on healthcare, financial early on and retail later on in 2010 will be key. With continued buyouts and mergers, I think we’ll see an increase in branding campaigns through the 2nd and 3rd quarters of the year.

    It’s crucial that advertising teams have many tools in their toolbox, not just their core product as diversification of solutions will be requirements to success.

    It is NOT all doom and gloom like many insiders are predicting. It IS about finding that rock that may have been overlooked in 2009 and turning it over to find small gold mines of new business.

    We as print sales professionals are, in my opinion, in a much better position than our broadcast competitors. We can sell print. We can sell online. We can sell video. There are so many products and opportunities out there. The newspaper industry may have been slow to respond to technology advances in past years, but the industry is made up of survivors who will not just ride the wave – they will make the wave everyone else will ride on.

  • http://www.admall.com Michelle OBrien

    Great comments, Jason. We’re working on an local ad sales forecast that will come out in the first week of January, and so far, our research agrees that healthcare especially is going to be big.