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Mon, Mar 25, 2002 - Page 18　News List

And now, this message from the ad industry

As economists try to figure out where the domestic economy is heading, the beleaguered advertising sector is starting to see the first signs of a recovery in ad spending. Often the first to feel the effects of a recession, the industry typically recovers several months after the national economy begins to improve, due its dependence on a revival of corporate profits.Staff reporter Patrick Kearns picked the brains of senior management at five of Taiwan's international advertising firms. The e-mail interviews - in which all participants were given exactly the same questions - shows executives are still smarting from last year's downturn. But the executives project that advertising spending will most likely pick up later this year.

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TT: Since the beginning of the year has your company begun to see any signs that advertising spending is on the rise?

Lin: Advertisers remain very cautious and will maintain their current wait-and-see attitude. There are however signs that confidence levels are starting to build, and advertisers are currently weighting the pros and cons of returning to a more aggressive strategy in 2002.

TT: What is your outlook for the Taiwan advertising sector in 2002?

Lin: The sector will hopefully bounce back in the third quarter of 2002 as the US economy picks up. However, it won't be a full recovery. Ad agencies and advertisers will still be licking their wounds for some time to come.

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