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Philosophies differ on what to do to build business if we are in a down economy. Some say this is precisely when ad budgets should go up, but historically when business is bad, media companies are the first to see a drop as ad budgets can be cut so easily.
The top 100 companies spent less in 2007 overall but increased their advertising over 40% online! It is very clear that online ad revenue will continue in a tough market, but where is overall advertising?
According to eMarketer and Universal McCann data, Total US media advertising spending was flat in 2007 but will increase 3.3% this year and 1.9% in 2009.
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