T H R EE T H I N G S E V ERY E X EC U T I V E S H O U L D K N OW I N 20 0 9
When the Going Gets Tough... No doubt the recession is on everyone’s minds as we enter a new year. A flat year would be a good outcome for digital advertising in 2009, and while many major publishers will see a year-over-year drop, there will be winners. We are in the midst of a historic time, when industries that some would argue were the foundations of our economy may be challenged like never before, but there is also an opportunity for new business models to take root and thrive. 2009 will be a tough year for all media, even digital media; it will be a time for exploring new buying methods — such as conducting business through ad exchanges — and learning how to employ social influence marketing strategies that have value for consumers