In this dark context same Internet is not spared

Noticeable since the year 2008, the advertising crisis disrupts the economic model of the media. Faced with the financial meltdown and recession, advertisers differ from their budget, cut in spending... "Forces report is adverse to the media," recognizes Olivier Goulet, Associate Director of the Agency KR Media.

With the crisis, the promotional offer on certain segments of the market is now overcapacity. Creating sharp tensions on the inserts and spot prices and requires the media to review their strategy.

"The battle has become more open, continues Olivier Goulet. For example, large TV advertisers have changed their behaviour. They speculate more on the opportunity to invest in other media... And conversely, large advertisers in the press to ask to invest more in TV. "Unprecedented phenomenon, all the major media are chahutés. "But tensions are mainly on the leaders and the weak," observes Emmanuel Charonnat, Deputy Director General of Starcom. In television, the number of advertisers having communicated to the first quarter would be down 8.5, according to the Yacast Institute. TF1 announced recorded a fall in advertising revenues of 20.3 in the first two months of the year. M6 book no figures but also suffers.

The two large radio chains, the trend in March remained very difficult, and the visibility over the next few months remains very low. "The real issue for the one is whether the second quarter will be better...". ", observes an analyst.

At the beginning of the year, Nonce Paolini, CEO of the TF1 group, has anticipated a decline of 9 of net sales in 2009. Only free digital terrestrial television channels are resistant to advertising recession, with an average rate of 71 on the first three months of the year, according to Yacast. On the other hand, observers anticipate the disappearance of some fragile channels of the satellite and cable.

In radio, the NRJ group, which had seen its advertising revenues melt 14.6 in the fourth quarter of fiscal 2008, said late March that the trend was scarcely better in the first quarter of 2009.

"Iron arm".

The written press is also suffering. After the daily newspapers, magazines are affected. In the first quarter, the advertising gross sales of this type of press would have fallen by 13, according to Yacast. And some editors already anticipate a drop of 25 on the first four months of 2009.

"The arms of iron with advertisers has become formidable," one of them concedes. The market expects the disappearance of the lower titles. Or reconciliations between publishers. "Nobody is able to say today if you find the levels of before the crisis", commented recently on Didier Quillot, the Chairman of the Board of Directors of Lagardère Active ("She", "Paris Match", "TV 7 days", "jdd"...) in an interview with the daily "Le Monde".

In this dark context, same Internet is not spared. A bloated offer, the price of advertising insertions on the Net is down.

Advertisers seek economic optimization of their investments. All is not black, however. "In the media, which is rare, as for example the fourth cover of"It"is still very asked", observed a media agency. The scarcity premium continues to play.