Hopefully local advertising won’t be as susceptible to whatever disease social networking advertising became vulnerable to… because otherwise, you might as well reach for the Lever 2000 and flush those puppies down the toilet, too.

For the record, I expect:

- online local advertising to do even better than the forecasts suggest because newspapers - who owned this space - are paralyzed into fear.

- social networking revenues will do worst than expected. Don’t get me wrong, media planners and buyers will want to look cool and act younger than their age and dip their toes with social networking site advertising. But the propensity for the proverbial shit to hit the literal fan is much higher in social networking than anywhere else… so the repeat buy and upping of the spend will be rare. That last reason is what causes forecasts to come in lower. To quote Chris Rick, it’s on the “comeback” that they make money… and there’s too much nefarious content on social networking sites to see much meaningful comeback…

Mark my words.

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