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2000: A hard act to follow.(predictions for 2001 television advertising)(Brief...

By McClellan, Steve
Publication: Broadcasting & Cable
Date: Monday, December 11 2000

A 'soft landing' is expected next year, as the advertising market retreats from the exceptional gains of recent years

When it comes to predicting next year's TV advertising outlook, it's all in the eye of the beholder. Several media executives offered widely varying opinions on the 2001 ad picture at last week's UBS Media Conference in New York.

What they did agree on was that there will be some growth but it will be smaller than the gains made in recent years. "Soft landing" was the term used by more than one expert to size up the 2001 ad market.

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