Here in October 2009 we are at the heart of the 2010 media trading season for advertising space and time.
It's clear that recession remains a dominant world wide factor.
But the numbers are taking shape and we can see a clear picture.

Every media owner is on the look out for new money
Every advertiser is demanding cheaper prices and a "better deal"
Every media agency is doing everything possible to attract new business and improve margins.

2010 is the year when the dominant forces in media trading emerge from the shadowy background into the full light of day

2010 is the year when the 5 largest media owners will dominate the communication scene. It is they who will determine what money goes where.

This is not the domination of NBC, CBS, Disney, Fox, News Corp, Google.These are yesterdays big media owners

In 2010 the 5 Largest Media Owners are Aegis, Interpublic, Omnicom, Publicis & WPP.

So dominant have they become that they swamp the trading inventory of the traditional media owner and create deals for their portfolio of advertisers receiving additional income from the traditional media that allow the new media owner to discriminate who gets what inventory and at what price

Advertisers looking for deals have to inquire now where they sit within the portfolio of the new 5 largest media owners. If advertisers want a better value deal they have to talk longer and deeper with the media agencies - the new media owners