Friends of postadvertising are puzzled over conflicting predictions about the winners and losers in the global ad-spending recession. Continuing our series on imperiled ad-supported media, we will now make sense of the discontinuity by letting the investment bankers weigh in. They’re the ones who buy and sell both agencies and media properties; so they have a stake in the debate without having a bias.
We recently reported on the fact that the consensus among media followers is that TV will be a loser, although not as big a loser as print. In an article titled “2009 to be a Transition Year for TV,” eMarketer reported that Barclays Capital sees network TV spending falling 7.8% this year, while Myers Publishing projects a drop of 4%. Other experts see similar negative numbers.