Agency media directors predict 1987 will follow trends of 1986:  1) almost no growth in ad spending; 2) ad costs up less than five percent; 3) ad budgets for established brands remaining flat unless new tax laws give consumers more take-home pay; 4) network television ad revenue increasing less than four percent or dropping if the new people meters show lower numbers than previous ratings; 5) news continuing to be popular with corporate advertisers; 6) late-night programs reaching young adults efficiently; and 7) sports softening as auto ads go to a dual audience.  Spot television may have moderate growth according to some predictions, while others see sales flat or declining.  Cable television hookups' cost will slow the pace of rising revenues.  Radio is good for targeting audiences and will grow three to 14%.  Newspaper advertising will increase by seven percent and magazine ad growth will be less than five percent.  Smaller outdoor boards will gain.  Direct mail will outpace all general media.

Full text: Advertising Age, Nov 17, 1986
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