Media companies' income to suffer from decrease in advertising spending

According to advertising specialists 2000 will be not as promising for the media as previous years.The real incomes of the largest radio and television stations are estimated to be lower than last year. Expert Monitor data examining the level of incomes generated by leading stations in first three months of this year show only TVN has improved its results. State-owned public television has the biggest losses with the research showing the income of TVP1 dropping by zl. 70 million. Analysts say the advertising market is maturing causing the rapid rate of growth to decline. Real spending on advertisement must have its base on economic growth of the whole country's economy. Experts are indicating also that Poles are spending more money than before on servicing debt for instance on new cars which causes decreased spending on brand name goods. The producers of such goods spend the most money on advertising. (Puls Biznesu, page 9) A.D.