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| 17.09.04 | |
| more German stories? |
German media agencies see strong
improvement
Despite gloominess in the
spring, most are now seeing stronger growth.
While it was reported in March that Germany's media agencies were 'waiting for the upturn they didn't, it appears, have to wait too long. "The advertising landscape has clearly surprised all our member agencies", Michael Bohn, spokesman for the media agency division of Germany's agency association, GWA, told Werben & Verkaufen (W&V) magazine this week, commenting on the results of its summer survey. While in the previous survey, this spring, respondents reported they were
expecting a meagre rise of just 3.3%, they are now reporting 4.6% growth, a level they
expect to see maintained next year. |
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| The OMG shows that abover-average
increases in newspaper advertising, first reported in its earlier survey, have continued
through the summer period and that al above-the-line media, with the exception of
specialist trade journals, are continuing to show growth. Says Michael Bohn: "The
enormous growth seen in daily papers has amazed me". Of those industries mot
contributing, Bohn singles out financial services and telecommunications with other areas,
such as beer and confectionery, returning to an upward trend. There is a significant degree of unity among OMG members, W&V reports, and in particular those forming part of a network, in maintaining a critical attitude to the work of media auditors and the benchmarking services they operate. "These (auditors) do not offer an objective measure for evaluating the efficiency of media campaigns", they say in a statement, adding that it's like comparing apples with pears. To give concrete form to its dislike of auditors, the OMG is to compile a set of guidelines for clients considering the appointment and use of such an auditor. |
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