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Ad spend falls as recession makes marketing convenient to cut2010-09-16

     Print buyers are tightening their belts as UK media spend falls by 8.7%, compared to 6.7% globally, according to ZenithOptimedia's review of the year so far.

    The survey blames poor corporate confidence and a lack of quadrennial events, such as sporting occasions and elections. However, it does show demand for value products and opportunities for advertisers which target people who stay at home.

     The internet is the only medium to attract higher ad spend in 2009, thanks to its accountability and innovation. Zenith forecasts an 8.6% growth in the medium this year, whic