It’s a relative no-brainer to chalk up an 18.5 percent drop in traditional media spend in 2009 to the recession that put a chokehold on the great majority of budgets. There was a 2.1 percent increase in 2010 to $127.2 billion, likely going in the positive direction because more marketing dollars were allocated as the nation came out of the worst of the financial abyss. But what are we to make of eMarketer’s forecasted 0.9 percent drop this year?
