When Rupert Murdoch sees beams of light in the American advertising market, it is not necessarily time to reach for the sunglasses. Last October, when the impact of September 11th was only beginning to tell, the boss of NASCAR, a media group, had already identified " strong rays of sunshine". With ad sales still languishing, Mr. Murdoch declared last month that " there are some hints of a modest upswing in tile US advertising market". His early optimism turned out to be misplaced. Now, however, other industry observers are beginning to agree with him.
Advertising usually exaggerates the economic cycle, falling sharply and early in a downturn, and rebounding strongly once the economy has begun to recover. This is because most managers prefer to trim their ad budgets rather than their payrolls, and restore such spending only once they feel sure that things are looking up. Last year, America’s ad market shrank by 9. 8% , according to CMIR, a
A. The sunshine is not terribly strong
B. It is not good time to develop advertising
C. There is no need to worry about economy now
D. The real economic recovery has yet to take place
When Rupert Murdoch sees beams of light in the American advertising market, it is not necessarily time to reach for the sunglasses. Last October, when the impact of September 11th was only beginning to tell, the boss of NASCAR, a media group, had already identified " strong rays of sunshine". With ad sales still languishing, Mr. Murdoch declared last month that " there are some hints of a modest upswing in tile US advertising market". His early optimism turned out to be misplaced. Now, however, other industry observers are beginning to agree with him.
Advertising usually exaggerates the economic cycle, falling sharply and early in a downturn, and rebounding strongly once the economy has begun to recover. This is because most managers prefer to trim their ad budgets rather than their payrolls, and restore such spending only once they feel sure that things are looking up. Last year, America’s ad market shrank by 9. 8% , according to CMIR, a
A. exaggerating the situation
B. being too cautious
C. underestimating the development
D. probably describing the reality
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