—Magna Global’s Bob Coen has downgraded his ‘09 forecast for U.S. online ad spend to 8 percent growth from his earlier call this summer for web ad dollars to rise 12 percent.

—WPP’s GroupM expects 5 percent online ad growth in ‘09, way down from GroupM’s expectation for 16 percent gains this year. Worldwide, internet ad growth is predicted to slow from 22 percent in 2008 to 10 percent in ‘09.

—ZenithOptimedia, sticking to the bullish end of the spectrum, is forecasting online ad growth of 18 percent—both for worldwide and North America—next year. As for this year, 21.2 percent online ad spending growth.

—eMarketer, in its revised forecast at the end of November, dramatically lowered its 2009 online ad spending projections to only 8.9 percent growth, compared to the 14.5 percent gains it estimated in August. eMarketer anticipates online ads to rise 11.3 percent to $23.6 billion for ‘08.

—Getting back to Anmuth’s online outlook, the Barclays analyst is seeing anemic 4 percent growth in display, while search still remains surprisingly strong with 20 percent gains. That is rounded out by further weakness in the “Auctions and Other” category, which is slated to drop 2 percent. Lead gen and e-mail marketing is tracking the overall internet space and should be up only 5 percent.

—As for his rosier 2010 forecast, Anmuth is calling for a comeback for display (12 percent growth), a slowdown in search (up 15 percent), a rebound in “auctions and other” (5 percent gains) , and a slight uptick for lead generation and e-mail (climbing 6 percent).

Turning to traditional media, the signs are expectedly dark:

—Newspapers: Barclays is cutting its ‘09 and 2010 newspaper ad revenue forecast to -17 percent and -7.5 percent, respectively, vs. the investment back’s prior ‘09 estimate as of one month ago, when it said newspapers would be down 14 percent and down 12 percent . Specifically, in ‘09, newspapers will likely see retail ads fall 11 percent, national down 17.6 percent, and classified down 27.9 percent. Within the classifieds category, next year help wanteds will crater 44.7 percent, auto ads will plunge 37.5 percent, and real estate drop 28.8 percent. In 2010, things are not expected to feel much better for newspapers: retail (-5 percent), national (-7 percent), and classified (-13.5 percent, with help wanteds sinking 15 percent, auto ads sliding 12.5 percent, and real estate dropping 12.5 percent).

—Cable: Although cable is considered relatively strong, Barclays is also pulling back on its earlier call for ‘09 and 2010. Cable ad revenue will fall 3 percent next year and then rise again to 5 percent in 2010. Previously, Barclays estimated revenue growth of 1.8 percent for ‘09.

—TV networks: Broadcast ad estimates for ‘09 and 2010 will fall 10.0 percent in ‘09 and head upward 3.0 percent, respectively. Barclays previously estimated an 8.0 percent drop next year.

—Magazines: Magazine ads will decrease 15 percent next year, a slight change from Barclays’ earlier expectation of a 12.5 percent drop. The analyst report anticipates magazine ad dollars retreating 5 percent in 2010.