Marketing Forecast from Ad-ology

Despite the largely negative outlooks most analysts have for traditional media formats like newspapers and magazines, at least one group in the industry has a slightly more optimistic projection for 2012. The owners of small daily and weekly publications believe ad revenues will be flat in 2012. The newspaper owners participating in the Fall 2011 Cribbe, Greene Publishers Confidence Survey also expressed a positive outlook for their industry in general.

If there’s one place marketers can reach consumers who aren’t splitting their attention among multiple media formats, it might be the car. Consumers are spending more time than ever driving around. And new research shows that while AM/FM radio is the top media device used in the car, stations must keep their programming relevant to attract consumers and marketers.

Interactive TV (ITV) advertising is on the horizon for some media companies and marketers. But an early venture in this advertising format seems to be floundering. And analysts are now wondering how big this market will be and when it will take off.

Despite all of the talk about customizing content and using behavioral targeting to reach a unique audience, there are still marketers who want to connect with millions of consumers instantly. For decades, TV has been one of the leading media formats used to accomplish this goal. And many industry watchers believe that despite a shrinking audience, marketers will continue to spend a significant portion of the media mix on TV.

Last month, I blogged on several reports that projected a fourth quarter spike in auto industry advertising. A recent post in TV News Check suggests there’s reason for optimism in 2012. All three source of auto ad dollars – manufacturers, dealer associations, and dealers – should increase their spending next year.

In the world of newspaper circulars, several interested parties must work together to make the format a success: The retailers offering deals, the newspaper publisher that prints and distributes circulars to its readers, and the shoppers who redeem coupons. This system has been working well for decades but that may be about to change. The revenue that newspapers receive from their Sunday inserts could be about to take a big hit.