Companies seem to be spending again
By: Rick Green, Senior Account Executive, MediaSource


It’s pretty easy to jump online or open up the latest issue of AdAge and see the numbers:

• projected 6.8% increase in television ad spending in 2012

• growth in retailers reaching out to new customers

• biggest/best ways to reach broad masses is still television

• online is fastest growing channel for advertising but is often limited in reach

• social media is best for promotions, deals and coupons

• print and outdoor still have appeal and growth potential

BLAH BLAH BLAH.  While that is all fantastic news, that’s not what this blog is about - this blog is about “feel.”

A significant part of my job responsibility at MediaSource is to sit face-to-face with our local, regional and national client-partners (and potential client-partners) and listen to what their needs are - and see if our capabilities line-up with those needs.

In the last few years, those face-to-face meetings have been quite the roller coaster ride.   When the economy got tough, so did the meetings.  Companies that had typically spent freely on advertising and media outreach suddenly didn’t. Clients were concerned about their brand equity, but the economy didn’t allow for enough confidence to freely invest in the power of marketing services.

After this period of uncertainty comes today.  Depending on where you look or who you listen to, “today” is either headed for the verge of apocalypse or moving towards a very healthy market.  So...which is it?  In my opinion (speaking from the experiences of conference rooms and cafes over the past few months) the marketing glass is definitely half full.  While free-spending is very likely a thing of the past, it does seem as though brands are looking to talk to their consumers again through advertising and media services programs and projects. Marketers, communication specialists and public relations pros are no longer cowering in the corner waiting for something to happen.  

Meaningful conversations are beginning again. People are talking about long term campaigns, planning promotional programs and engaging in projects. Marketing magic is back!

Regardless of what the numbers say (and regardless of who shouts the loudest about the doom and gloom) the “feeling” from the front lines is positive again - and that’s a good feeling.

Rick Green is the Senior Account Executive of MediaSource, a multimedia production and media relations company that works with many of the nation’s top hospitals, retail organizations and other business to get their message out to the masses.

Email rgreen@mediasourcetv.com or Twitter @MediaSourceTV