Market expected to stabilise in 2010. - The global advertising market is to fall again this year and is not expected to stabilise until 2010. According to the latest forecasts by ZenithOptimedia, advertising expenditure will decline by 9.9%, whereas, in July, the media agency was less pessimistic with an estimated decline of -8.5%. The market fell considerably in North America (-12.6%), Western Europe (-11.2%), Central Europe (-20.9%), and Africa (-11.4%). The decline is less in Asia (-3.1%) and figures for Latin America have remained stable (+0.6%). Results of the main media groups are in line with forecasts with an overall turnover down by -13.1%. The worst results were for American Clear Channel (-22.5%), while the research engine Google is the only company to have advertising expenditure on the rise, probably by +4%, in 2009. Internet is, moreover, the only media to progress this year with a rise of +9%. The situation is particularly worrying for the press, with a 17% fall for the daily press and 20% fall for magazines. Although the situation is expected to pick up slightly in 2010 (+0.5%), it will not be until 2011 that investments take on fresh vigour (+4.3%). The two largest players in the advertising expenditure sector (North America and Europe), which together account for 60% of the world market, will nonetheless remain in the red next year (-4% and 1% respectively), while Latin America and especially Africa will take on a spurt (+6.4% and +14.6% respectively). Generally speaking, the rise of developing countries in the world advertising market will continue with their share of the market in 2011 being over one third. (I.L./transl.jl)