Forecast 2011

It could be game-changing time on Capitol Hill. Congress and regulators are scrutinizing a host of issues affecting both new and traditional media, any one of which could force advertisers, media and Internet companies to alter business models. Barring catastrophe, the 2011-2012 television upfront w...

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Bibliographic Details
Published in:Mediaweek 2010-12, Vol.20 (45), p.7
Main Authors: Bachman, Katy, Crupi, Anthony, Shields, Mike, Moses, Lucia, O'Leary, Noreen
Format: Article
Language:English
Subjects:
Advertising agencies
Advertising expenditures
Advertising media
Federal regulation
Forecasts
Statistical data
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Summary:It could be game-changing time on Capitol Hill. Congress and regulators are scrutinizing a host of issues affecting both new and traditional media, any one of which could force advertisers, media and Internet companies to alter business models. Barring catastrophe, the 2011-2012 television upfront will be the most lucrative in history. Clients are buying scatter inventory at prices between 20% and 30% over upfront rates. If 2010 was a year of digital innovation, in the form of iPad apps and online paywalls, 2011 will be one of continued tinkering. Publishers will test tablet subscription offers and metered paywalls as they recognize the need to offset shrinking ad revenue and increase their haul from consumers. The big surprise in 2010 was the strength of the ad recovery around the world, particularly in the US, which was buoyed by a comeback in autos and finance. That momentum is widely expected to carry into 2011.
ISSN:1055-176X