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IF YOU ARE CHANGING YOUR LEVEL OF SPENDING, WHICH MEDIA ARE YOU SPENDING MORE ON, AND ON WHICH ARE YOU SPENDING LESS?
Print continues to take a spending hit, but there seems to be better times ahead for the broadcast media. In some cases, the percentage of respondents who said they would spend more or spend less was quite close. This appears to indicate that while clients may not cut spending, they will spend more selectively in a down economy.
This is particularly true of magazines—while one-third of respondents indicated they would spend more in the category, 31 percent said they would decrease spending on magazines.
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