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By Alan Gottesman
Lost Weekend? National ad spending, according to Competitive Media Reporting, rose by 7.3% in 1997’s first quarter, down from last year’s Q1 increase of 8.2%, and significantly below the 11.4% pace for 1996. Is the industry decelerating? Perhaps not. Advertising is a seasonal business, which runs with a rhythm in synch with most schools. Things start in September, build to a crunch in December, coast into the new year, slope upward to a secondary peak in spring and then laze through the summer.
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