Editions   North America | Europe | Magazine


New Report Profiles $60 Billion U.S. Advertising Agency & Services Industry

Press release from the issuing company

HARRISVILLE, RI -- February 17, 2004 -- The $60 billion ad agency and advertising services industry consists of over 38,000 individual businesses (each averaging about 10 employees), as well as 95,000 freelancers and sole practitioners. Companies in this industry sector also spend more than $2 billion annually on capital investments. This is according to a new research study entitled "U.S. Ad Agency & Services Business 1997-2009", which is being published by Strategies for Management, Inc. Examining the demographics and trends of advertising agencies and agency services firms, the report will cover advertising and public relations agencies, media-buying and display advertising firms, direct-mail advertising agencies, advertising material distributors, and other advertising service firms. The study will outline the number of businesses, employees, types of services being offered (and how their service mix is changing), as well as revenues and capital purchases. Dr. Joe Webb Quote... Understanding the nature of this business sector is important, says Dr. Joseph Webb, president of SFM, which is based in Harrisville, R.I., because advertising agencies and advertising services firms drive practical implementation of "multimedia" (print, Internet, and other media) campaigns, act as "digital hubs" coordinating all elements required for successful implementation of multifaceted campaigns, and they select or specify media providers such as printers and other services firms. Ad Agencies: The Market Opportunity... Another important aspect of the ad agency business is its network of active freelancers and sole practitioners. The report will explore their role in the industry, how many there are, their receipts, capital expenditures, and other characteristics. Ad agencies and advertising services firms are a significant market opportunity for vendors and suppliers because this business sector is a "heavyweight" technology investor in desktop publishing systems, including: computer workstations; image acquisition; data storage; digital printing; workflow solutions; telecommunications; and other systems related to desktop and Internet publishing and communications. About the Study... "U.S. Ad Agency & Services Business 1997-2009" is slated for release by mid April, and SFM is now soliciting "early bird discount" subscribers for the study. Segments profiled include advertising agencies, public relations agencies, media buying services, media representatives, display advertising sales, direct mail advertising agencies, and advertising material distribution services. Some of the topics on a historical and forecast basis include: -- Past, present and future numbers of agencies and their employees; -- Sizes of agency businesses by number of employees and annual revenues; -- Number of freelance ad agencies and sole practitioners; -- How many advertising agencies are started and closed annually; -- Where firms get revenues (service mix), and how this is changing; -- Largest establishments' share of billings; -- Key ratio data, such as receipts per business, receipts per employee, payroll per business, and more; -- Capital expenditures by agency size; -- Other key demographics. The data and commentary in the report will assist vendors and dealers selling and working with ad agencies and advertising services firms in market sizing and segmentation, product development, opportunity assessment, channel/distribution and promotional strategies, as well as all aspects of planning and forecasting. Analysis in the report will be based on historical data spanning 1997 to 2004, and forecasts from 2005 through 2009. It also reviews trends on an inflation-adjusted basis, which is critical to understanding the true nature and full scope of the advertising business, and where the opportunities reside in this important industry sector. The project is currently underway and is planned for release on April 15, 2005. Availability... This report is priced at $2,875. There is a special pre-publication price of $1,975, a savings of more than 30% ($900). The deadline for the "early-bird" pricing is February 25, 2005. The report can be pre-ordered at http://store.yahoo.com/drjoe/agency.html Report sponsors will have password access to data and links to secondary research on a private website during the field work, a unique benefit of SFM reports and research investigations. Upon publication sponsor companies will be e-mailed a PDF of the report, which will contain "live link" information resources such as associations, publications, government data, and other sources, providing direct access to the latest data and news about the ad agency business, followed by printed copy shortly thereafter. Heading the project are Dr. Joseph Webb, President of Strategies for Management, and Mr. Vince Naselli of Naselli & Associates. Dr. Webb has studied the ad agency market for more than 25 years as a consultant, executive, and the founder of the TrendWatch surveys. His doctoral work was completed at the NYU Center for Graphic Arts Management and Technology. Mr. Naselli has over 20 years of professional experience in the graphic arts marketing industry and is the former Director of TrendWatch Graphic Arts, and was previously a product management executive with Agfa. For more information, interested parties can e-mail Strategies for Management at [email protected], or call Mr. Vince Naselli at 1-732-568-0316.