The 2008-09 global recession clobbered the advertising industry across the board, starting with the advertisers and extending through the ad agencies and into the media that depends on those ads. However, the Outdoor Channel, Havas the French agency holding company and the British Financial Times were able to emerge from 2008 in relatively good shape. The Emerson company promised some help in 2009.
Also, according to AdAge, some magazine publishers reported that their ad sales for 2009 second quarter issues were a bit better than those for the first quarter issues. One media buyer told AdAge "I think the first quarter gave us rock bottom."
The Outdoor Channel reported a 21% increase in advertising revenue in the fourth quarter of 2008. It was the tenth consecutive double-digit increase for the channel, according to CEO Roger Wener.
Havas Agency Topped 100 Million Euros
Havas reported a 4.7% increase in 2008 revenue. Perhaps more importantly, that included a 2% increase in its fourth quarter revenue. According to Media Daily News, CEO Fernando Rodes Vila said Havas topped 100-million euros in net income for the first time ever in 2008. At February 2009 conversion rates, that’s a bit over $125 million in American dollars.
The Financial Times in London came out of 2008 in good shape compared to most other newspapers, thanks to Pearson, its parent company, and to increases in its non-advertising revenue. Pearson, which also owns Penguin Books, reported its net profit rose 2.8% to $370 million in 2008.
That was despite a 13% drop in Financial Times ad revenue in the fourth quarter. The Times offset some of its ad decline with a 16% increase in circulation revenue and a 9% gain in online subscription revenue.
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