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To: CJacks who wrote (168)	4/14/1999 10:17:00 AM
From: alan holman	Respond to of 258

Attention Business Editors: Internet and Specialty TV will be fastest growing sectors in Canadian advertising says Scotiabank TORONTO, April 14 /CNW/ - Specialty Television and the Internet are expected to be the top growth sectors for Canadian advertising in 1999, according to Trends In Canadian Advertising, the latest report from Scotia Economics. ''Internet advertising is expected to grow by 82% this year from an estimated $20.7 million in 1998,'' said Jon Manger, Senior Economist, Scotiabank. ''As electronic commerce grows in popularity, the Internet will expand as a major advertising medium, particularly effective in reaching specific target audiences. As well, the convergence of the Internet and television into 'web TV' will have a major impact on future media advertising patterns.'' Canadian television advertising is expected to grow by 8% in 1999, boosted by rapid gains in specialty television (defined as cable, Pay TV and Pay-Per-View). ''Advertising growth for specialty television is almost four times greater than for broadcast TV. Specialty TV ad revenues are predicted to advance 27% in 1999 and should remain strong next year,'' noted Manger. The economist predicts that radio advertising will increase a solid 3-4% in 1999. Industry consolidation -- spurred by a recent CRTC ruling -- is likely to boost ad spending as more niche stations (eg. Jazz format) are established in larger markets. ''An increased number of stations owned by a single company in a particular location should be accompanied by greater market segmentation, allowing advertisers to target audiences more effectively,'' said Manger. Overall, between 1993 and 1997, of those media having at least a 5% share of the national ad market, television advertising grew the most -- 23%, followed by catalogues & direct mail at 19%. In 1997, broadcasting and Internet advertising totaled $2.95 billion, a combined 33.5% share of the Canadian ad market. -30- For further information: contact: Jon Manger, Senior Economist, Scotia Economics (416) 866-4212; Hugh Cameron, Scotiabank Public Affairs (416) 866-4989 SCOTIABANK has 369 releases in this database.