Art & Commerce

Last Horizon The ad industry in Africa and the Middle East is tiny from an American perspective, probably in the $2-3 billion range in terms of 1996 total revenue. When analysts talk of “emerging” markets, they typically mention Asia or Latin America, not Africa. But it’s inevitable that some focus will shift in that direction as countries, most visibly South Africa, develop 21st-century economies. Pretty much all of the multinational ad agencies are established in South Africa, often having followed their leading multinational clients into the region.