It has been a turbulent old time for Direct Response Advertising and other elements of the media sector which over the last three years have seen a drop in revenue. Today there seems to be a surprise recovery though on the global advertising markets, having seen for the past three months some positive growth. Some large UK Advertising Agencies have actually boosted their forecasts for industry spending this year by more than 50 per cent and have predicted a further spike in 2012 which can only be good news for an industry that has been suffering.

Drastic falls in advertising have historically been followed by a good rebound approximately three years later, so for example, after the big slump of 1991, spending went up by 6.8 per cent three years later. The same can be said for the dotcom bubble when spending went up 7.4 per cent about three years later.

Whilst the media industry diversifies all the time and opportunities arrive in all manner of new places like online, via mobile phones and even through television programmes with the latest allowance of product placement then the scope for companies to get their products and messages across to consumers is as exciting and innovative as ever. Companies need to lead with their innovations and pave the way against their competitors in what is an incredibly cut throat, competitive industry. Consumers are more demanding than ever and expect great value for money along with well designed, high quality finished products.