Media and marketing executives optimistic about economy, M&A activity

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New York—After a dismal 2009, 70% of media and marketing services executives around the globe expect a “stronger” economy this year, according to a survey released Monday by AdMedia Partners.

Executives expect 3% growth in advertising spending this year. They’re also optimistic about digital spending and growth in their own businesses, anticipating 10% growth in both areas.

Four in five respondents expect deals by strategic buyers will increase, while about half (48%) anticipate that deals by financial players, which are hamstrung by the credit markets, will increase this year.

The perception remains that it’s an M&A buyers market, with 92% of respondents advising buyers to “act now,” while only 32% of respondents urge sellers to do the same.

Sixty-five percent of respondents predict that online revenue will comprise more than half of b-to-b publication revenue within the next five years. The respondents, however, are not sold on all digital media: 63% said the growth opportunities of social media are “overrated.”

The Web-based survey was conducted in December, with 41% of the responses coming from outside the U.S. and Canada.

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