Agency employment and revenue outlook

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Agency employment and revenue outlook
All East Midwest South West
Employment outlook
Reasons for hiring
Projected change in employment for 2002
Increase 36% 54% 54% 35%
Decrease 18 10 8 18
No change 46 36 38 47
Reasons for projected increase for 2002
Existing business expans 30% 65% 70% 38%
Expansion of services& 20 25 15 19
New client/new services 35 8 9 25
Mergers& 10 2 6 13
Source: Survey by Advertising Age and Irwin Broh & Associates.
Agencies positive about income growth for 2002
Revenue movement of 262 agencies
Agency gross income returns in 2001
Increase 48% 53% 51% 52% 28%
Decrease 42 35 37 40 65
No change 11 13 12 9 7
Level of growth at agencies in 2001
10% or more 42% 41% 44% 43% 46%
5.0%-9.9%& 27 28 24 27 23
4.9% or less 31 31 33 30 31
How agencies view gross income in 2002
Increase 68% 69% 67% 69% 67%
Decrease 16 19 12 19 20
No change 16 13 20 12 13
Level of growth expected by agencies in 2002
10% or more 39% 49% 29% 36% 27%
0.05-0.099 26 22 33 28 13
4.9% or less 36 30 38 36 60
Notes: Set includes those agencies projecting increases. Source: Survey by Advertising Age and Irwin Broh & Associates.
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