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SHurricane Katrina and the rising price of oil, these optimistic projections are made with the caveat of “but things could change.”

This holds true for all media, except network television, which is still the primary ad medium, according to David Poltrack, director of research and planning at CBS. “Even a down economy, when advertisers are just spending to maintain a marketing presence with consumers, is enough to sustain the TV networks,” he says.

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