London—Zenith Optimedia upgraded its 2005 global ad spending growth forecast to 5.4%, from its December forecast of 5.0%. Spending in b-to-b magazines, however, is expected to grow only 2% this year.
B-to-b magazine expenditures rose just 1.0% in 2004. "The outlook for 2005 is only modestly brighter," according to the report.
Noting increased expenditures in the financial, building and education categories, the report said: "We therefore expect modest growth in business-to-business magazine advertising expenditure of 2% in 2005 and 2006, and 3% in 2007."