Continue marketing mix on all fronts. 

The ZenithOptimedia report says that in 2008 television's share of ad expenditure will fall 0.3 percentage points to 32.4% in North America, and 0.5 percentage points to 30.4% in Western Europe. In the rest of the world, however, television tends to attract a much higher share of ad expenditure. The Olympics in Beijing are expected to give an extra boost to television in 2008, particularly in China and its neighbors.  

The forecasts for internet advertising have been revised upwards. The report now forecasts 29.9%% growth this year (up from 28.6% three months ago) and 85% growth between 2006 and 2009 (up from 82%). Online video and local search are the new, fast-growing segments, but display, classified and the rest of search are still growing rapidly as well. Internet advertising is expected to account for 9.5% of all expenditure in 2009, fractionally up from the 9.4% forecast three months ago.  

Newspapers are suffering the most from the depredations of the internet, which is better at delivering timely news and is an efficient substitute for newspaper classifieds. The study expects newspapers' share of world ad expenditure to fall from 29.0% in 2006 to 26.2% in 2009. By contrast, outdoor is in rude health, and is forecast to increase its market share from 5.6% to 5.9% over the same period.  

My slant: Nothing has changed dramatically to assume that you need to do spending in one main category – rather, it is important to continue the marketing mix on all fronts.  What is changing though (and I’ll send info on this the first part of the year) is the change in metrics from demographics to a blend of user targeted behavior (as a result of the current social networking boom).