Search will always grow when money is tight

The article discusses how digital media are growing. Search grows in recession because advertisers are attracted to `direct’ media that have an inherent ROI measure.

Search will always grow when money is tight

Joe Mandese

Each week for the past month or so, Brian Wieser, global director of forecasting at Interpublic's Magna unit, has released a series of updated advertising outlooks for each of the major emerging media. Media are evolving so quickly that the notion of emerging media platforms is a constant revision.

It is helpful that Wieser has categorised and clustered the ones that matter most to advertisers and agencies. In fact, they are the ones that are beginning to capture measurable shares of advertising budgets, and in many cases are beginning to...

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