Media owners seek better value during recession

It found that 60% of respondents believe media budgets will be determined by the economic outlook.

And, in an ominous sign to media owners, only 28% of respond-ents believe media budgets this year will bear relation to those of 2008.

Also, 95% believe price will be more important to advertisers in 2009 than in 2008 - a not entirely surprising finding, but revealing nonetheless (see table).

The survey also found that 16% want to work in the media agency sector. By comparison, 26% of respondents want to work within the advertising sector.