Internet advertising can support more sustainable growth in the coming months

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(Continued) The RFS Newsletter, Sep. 30, 2006. Page 7
However, according to Geoff Ramsey, CEO of eMarketer, Internet advertising can support more sustainable growth in the coming months. "Total media in the U.S. is growing at about 4.8 percent for 2006 to put this in perspective," Ramsey said. "Even the Internet is not immune to some economic hiccups, and we're seeing slow but subtle signs that consumer spending is not what it could be at this point." To arrive at its projections, eMarketer considers the estimates of several marketing research firms, including Jupiter Research, TNS, Forrester and nearly 20 other analyst firms and financial researchers.

It combines such data with surveys of its clients, and other independent research. Its figures are constantly updated and revised with real-time results, so even the news from Yahoo last week that it was seeing softness in ad sales in certain verticals is weighed into the calculations, though that plays only a small role, Ramsey said.

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