Despite the current gloom surrounding the ad market, the future still looks rosy, judging by a report from the Advertising Association and the World Advertising Research Center.

The Forecast of Long Term Trends in UK Advertising Expenditure suggests that developments over the last year have actually improved ad prospects over the next decade or so, due to a reduction in the threat to classified advertising posed by the web. Recent evidence suggests that the development of the internet as an ad medium will not necessarily harm existing media.

Despite periodic downturns, UK ad expenditure (excluding the internet and direct mail) is expected to rise from £13.4m in 2000 to £16m–£18m in 2006 and £21m–£25m in 2013 (all at current prices). Radio, outdoor and cinema are all expected to increase their share.

News source: Advertising Association press release