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Pedal Pushing McCann-Erickson’s Bob Coen unveiled his forecast for ad spending in ’98 at PaineWebber’s media conference last week. (He expects local advertising to rise 6.1 percent to $81.5 billion; national 6.3 percent to $116.9 billion.) Somewhat overlooked was the fact that he revised his expectations for ’97, adding a percentage point to the growth-rate estimate, equivalent to finding an extra $2 billion. The economy, as it turned out, was much stronger in ’97 than many observers, including Coen, expected 12 months ago.
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