Whither bound in 2002, interactive media? It's not all that grim out there, says our resident expert.
I'm one of those annoying people who think whenever something happens in the industry, they predicted it months or years ago. So to keep myself honest this year, I'm setting down 10 predictions that can be looked up and checked for accuracy come 2003.
I'm predicting a slow recovery in online ad markets this year. Though far too many companies were in online marketing services a couple years ago (at least, relative to the sustainable marketing budgets available), we're now at a reasonable level. With consolidations leveling off and marketing dollars continuing to come into the interactive field, we should experience some evening out.
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Tig Tillinghast helped start and run some of the industry's largest interactive divisions. He started out at Leo Burnett, joined J. Walter Thompson to run its interactive division out of San Francisco, and wound up building Anderson & Lembke's interactive group as well.
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