DE: Revenues Up

The German advertising industry anticipates that 1997 will be a record year for advertising expenditure, for the first time exceeding DM 56 billion, the equivalent of $32.2 billion. But the rate of expansion has slowed, compared to 1996. Advertising media posted net ad turnover of DM 38.5 billion, up 2.7 percent on the previous year, with newspapers continuing to top the list of media for ad sales. Similar growth is expected for 1998, with expenditure passing the DM 57 billion threshold, and with advertising media turnover growing by about 2.5 percent to nearly DM 40 billion.