The Fat Years Haven't Returned, but the Next Five Years Shouldn't Be Quite as Lean

Spending on advertising and promotion won’t exactly boom in the next five years. But it will be brisker than it was in the last five years. That’s the prediction from Veronis, Suhler & Associates in its latest Communications Industry Forecast. Adding promotion outlays together with ad spending in measured and non-measured media, the investment-banking firm foresees a compound annual growth rate of 5.7% for 1992-97, versus 4.6% for 1987-92. While the rise in the total is modest, people in agencies and the media will be pleased to learn that the gain is forecast to come mainly from spending in measured media.