OTHER NEWS - Dec. 5, 1995

Total U.S. Ad Spending Predicted to Rise 7.8% in 1996: McCann Erickson Worldwide forecast total spending of $174.1 billion for the year. Robert Coen, the agency’s senior vice president and director of forecasting, said at a media industry conference in New York that total national advertising next year should rise 8.2% to $102.5 billion and that local advertising is expected to increase 7.2% to $71.5 billion. He said the 1996 Summer Olympics in Atlanta and the presidential and congressional elections next year should provide a boost. John Perrits, chairman of Zenith Media Worldwide, forecast that total major media spending for 1996 would rise 3.5% over 1995’s total to $234.6 billion in 1996.