Consuming Japan
Rocky Road Ahead for Japan's Ad Industry - Nikkei Advertising White Paper 09
The first paragraph of Chapter 1 of the Nikkei Advertising Research Institute’s Advertising White Paper 2009 opens with a fundamental reality about the advertising industry,
” It doesn’t matter how hard ad agencies and media suppliers work; without the advertisers’ OK they are stopped in their tracks. The advertisers’ hold the industry’s fate in their hands.”
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Through spring of 2008, industry forecasts were optimistic about renewed growth. Then came the call, the Lehman Brothers bankruptcy and the start of the global recession. Clients slashed their advertising budgets. But it wasn’t just the global recession. Clients were already complaining about the increasingly weak impact of mass media advertising in TV, radio, newspapers and magazines, a trend accelerating with the growth of the Internet and other new media. In Japan, as in the rest of the world, it looks as if Josh Bernoff, writing in
is right: Advertising Will Change Forever. Digital Spending Will Nearly Double in 5 Years, But Ad Budgets Won’t.
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