ANA study finds ad budgets will be up this year

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New York—More than half (52%) of advertisers surveyed by the Association of National Advertisers said their overall ad budgets will increase this year, according to research released this week at the ANA’s Print Advertising Forum here.

According to the survey, 42% of respondents said they would be increasing their magazine advertising budgets; 22% said they will be decreasing newspaper advertising.

Also, 67% of the marketers surveyed said newspapers and magazines could do a better job of selling themselves against other media, especially television.

The ANA survey also identified what marketers feel are the greatest threats to newspapers and magazines. The top three were: the Internet as an alternative source of information, the decline of audience and circulation numbers, and the overall clutter of advertising.

In other findings: 66% of marketers either disagreed or strongly disagreed that there should be an upfront market for print advertising; 59% agreed or strongly agreed that early commitment of budgets should be rewarded with more favorable pricing; and 57% of marketers agreed or strongly agreed that product placement/branded entertainment is an opportunity for advertisers in print.

—Kate Maddox

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