In a recent Media Life poll on anticipated media spending in 2006, media buyers and planners expressed the most concern about magazines. A clear majority, 61.8 percent, said ad page growth forecasts for 2006 have been "way too optimistic," Media Life writes (via MediaBuyerPlanner). Only 14.5 percent said magazine ad pages would rebound next year. However, 45 percent feel that business titles will rebound, and 25 percent said they believe the same about personal finance titles.

Half of respondents said newspaper erosion would continue, but at a slow pace. But with internet spending expected to grow 20-25 percent next year, 44.4 percent of respondents believe the money for internet advertising will come from newspaper budgets.

Only 3.7 percent of respondents foresee the increased spending online coming from larger budgets: Most said budgets are simply apportioned differently.