2009/2010 Upfront Finally Breaks in Last Gasp for Traditional Business Models

With Barry Diller and John Malone absurdly offering opinions on Twitter39s business viability at Herb Allen39s annual Sun Valley media retreat the most relevant comment was from American Express CEO Ken Chenault who suggested he saw no quotgreen shootsquot in the nation39s economy The same can be said for the media economy Although several industry executives and investment analysts believe the media economy will experience positive signs for renewed growth this year the reverse is the unfortunate realityJack Myers Media Business Report is unfortunately continuing to forecast 126 declines in total ad spending in 2009 and 50 declines in 2010 Other forecasters all of whom were more optimistic when I first issued my conservative forecasts last summer have been progressively coming to the same negative conclusions about the ad economy Broadcast network declines are optimistically projected to decline 60 in calendar year 2009 and 50 in 2010 The stagnating Upfront market reinforces the argument that there are few if any positive signs of growth in the ad business today In this report available in full to subscribers only I share insights on the media economy why the Upfront will finally break this week and follow relatively traditional patterns and why that is not necessarily good news for the networksJack Myers Media Business Report is published every Monday exclusively for corporate subscribers If you believe you are a subscriber and should be receiving the extended subscriberonly version of this report or for subscription information please contact Jack Myers at jmjackmyerscomamp160 Jack Myers is a media economist and consults with media companies agencies and marketers He can be reached at jmjackmyerscomCorporate Subscribers please click on the link to log in and read this complete commentary httpwwwjackmyerscomcommentarymediabusinessreport50483262html

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2009/2010 Upfront Finally Breaks in Last Gasp for Traditional Business Models

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2009/2010 Upfront Finally Breaks in Last Gasp for Traditional Business Models

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