Art & Commerce

High Point According to Advertising Expenditure Forecasts, a new report by Zenith Media, 1996 may have marked the zenith of the ad-growth cycle when viewed from a planetary perspective. That presumes, of course, there is a cycle, which is another matter. With offices in 26 countries, Zenith manages most of the media activities for its corporate parents, Bates Worldwide and Saatchi & Saatchi. This gives the company an extraordinarily broad perspective. The main reasons for the deceleration in growth–despite which, according to Zenith’s recent analysis, the industry will continue to expand at least through 2000–are a relative saturation in the U.S.