Global spending on advertising will grow by 4.5% in 2011, it is estimated. This is double the rate of the previous year, according to ZenithOptimedia, which is an ad agency. This growth in spending will be led by online advertising, which will increase by 16%.

Television advertising will also grow. Here, leadership will be taken by emerging markets, where television advertising is an especially dominant medium. But spending on print advertising will fall by around 1%. Extending print-media brands online offers some hope of reversing the downturn, but digital ad revenue will not replace that lost by print in the foreseeable future, according to the World Association of Newspapers.

The Economist