Peter Kafka

Recent Posts by Peter Kafka

Ad Market Looks Worse Than Expected, Which Is What We Expected

fortune-tellerIt has been three months since Zenith Optimedia revised its ad market forecast downward. Which means it’s time to knock it down once again. The ad buying firm now thinks the market will shrink by 8.5 percent this year, which is worse than the 6.9 percent decrease it predicted in April, which was worse than the 0.2 percent decrease it threw out in December.

Some of you might see this as bad news, but I’m in a lemonade-from-lemons mood and I’ve found an upside. You can’t plagiarize yourself, right?

Peter Kafka, MediaMemo/All Things Digital, April 14, 2009:

Media giant Zenith Optimedia says the ad market is in worse shape than it had previously suspected.

In the old days, this might have qualified as news. But for the past year or so, Zenith Optimedia, along with just about every other ad forecaster, has been revising its forecasts downward every couple of months as the reality of the financial meltdown sinks in. So it’s hard to get worked up about this stuff.

Peter Kafka, MediaMemo/All Things Digital, July 6, 2009:

Media giant Zenith Optimedia says the ad market is in worse shape than it had previously suspected.

In the old days, this might have qualified as news. But for the past year or so, Zenith Optimedia, along with just about every other ad forecaster, has been revising its forecasts downward every couple of months as the reality of the financial meltdown sinks in. So it’s hard to get worked up about this stuff.

See you in October!


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