This report presents initial key findings from Outsell’s Advertising and Marketing Study 2009, based on data collected in February 2009. It quantifies how advertisers have changed their planned spending during the ongoing economic crisis and provides advertising and marketing budget allocations and growth rates for 2009 across all types of media. The report gives publishers and providers a real and current snapshot of how business is expected to perform in the coming year. We will publish a report in May with additional analysis and spending estimates in dollars. This study is the fourth in our ongoing research and analysis program that answers key questions about what publishers need to know about their advertisers and their advertisers’ spending. It is one of three annual Outsell studies looking at all key money flows that fund the information industry – advertising, libraries, and end-users and their departments. This report includes:

- A market overview including Outsell’s forecast growth rate for marketing spending in 2009 (US and UK Consumer and B2B);
- US B2B marketing spending forecast rates, broken out by small and large companies;
- Outsell’s take on market dynamics and key trends;
- Analysis of B2B marketing, looking at allocation and growth rate forecasts for US small and large companies, broken out by online, events, and print;
- Essential actions for publishers and information providers.

Authors: By Chuck Richard and Sheila King