TNS Media Intelligence/CMR reports that overall spending numbers are up not just because more ads are being sold, but because the price of ads is up! For the buyers this seems bleak, but the buyer’s market has had a great run, and we are happy to see publishers bring back some parity to the market. We are a young trade. Our goal is to gain some understanding of the dynamics of a mature ad market looks like so we can begin to attract the other 98% of advertising dollars currently being spent on other media. When media is exceptionally cheap, any plan can look good. When media is priced more fairly, good planning, creative thinking, and buyer-seller cooperation is rewarded. We look forward to seeing the cream finally get a chance to rise.
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