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Print Buyer Confidence Remains Low, Ad Agencies Rebound from April

Press release from the issuing company

Lexington, Kentucky, USA - May 5, 2001 - According to WhatTheyThink.com - Overall, confidence slipped to an all-time low with only 30% of print buyers saying they expect to spend more in the coming six months. 13% said they would spend less and a majority (57%) said their spending would remain the same. After last month’s dramatic decrease in confidence, the numbers remained relatively stable for May. Buyers predicting a decrease dropped from 15% in April to 13% in May. Buyers saying they will spend more dropped 2% from April to 30%. Ad agencies, typically a key indicator in our monthly report, rebounded significantly from April. Only 39% of ad agencies said they would increase spending in April, down 17%. In May, 44% of ad agency print buyers said they would spend more on print in the next six months. Buyers describing their spending on print as “over $50,000” annually had a confidence decrease of 4% to 35%. Large buyers (spending over $500,000) had the least change with 34% predicting an increase in spending, up 1% from April. The confidence level of large buyers remained steady after dropping 12% the previous month. Smaller buyers of print services (spending under $25,000) had the most change in May with only 19% saying they would spend more - down from 24% in April.