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World View Total worldwide advertising will grow by more than $60 billion between now and 1999, according to Zenith Media. The planetary average annual compound growth rate is a hair less than 7 percent. Although North America and Europe will get some of the new bounty, the largest and most mature advertising economies will see their share of total global ad spending decline. The star performers will be Latin America and the Africa/Middle East region. Both of these zones, according to the latest semi-annual update of Advertising Expenditure Forecasts, will enjoy double-digit growth rates-about twice those of North America and Europe-on the trek to the millennium. Zenith pegs its advertising forecasts to an overall economic
scenario, which calls for continued expansion in the U.S. Barring, say, a war or a collapse on Wall Street, Zenith sees the American economy headed for a soft landing sometime beyond the turn of the century, taking the ad industry along for a smooth ride. Each major European country has its own story, and most have happy endings; advertising growth in France, though, will likely be muted. -Alan Gottesman (westendal pobox.com) is principal of West End Consulting.

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THE GOTTESMAN FILE
As the millennium nears, North America and Europe will see a decline in their share of global advertising expenditures. Latin America and
Africa/Middle East, with double-digit growth, will be the rising stars.

.....Ad spending.....Share.....
..........1996.....1999.....CAGR*.....1996.....1999
.....North America.....$105.5.....$121.6.....4.8%.....37.4%.....35.4%
.....Europe.....$80.1.....$94.4.....5.6%.....28.4%.....27.4%
.....Asia/Pacific.....$71.1.....$93.3.....9.5%.....25.2%.....27.1%
.....Latin America.....$20.2.....$27.2.....10.4%.....7.2%.....7.9%
.....Africa/Middle East.....$5.3.....$7.3.....11.3%.....1.9%.....2.1%
.....Total.....$282.3.....$343.8.....6.8%..........
.....Source: Zenith Media. Dollar figures in billions. *Compound annual growth rate