White paper on creativity - ebla center

Chapter 10on research conducted by UPA (anadvertising user’s association)highlights the difference between thegrowth rate of the economy and thegrowth of investments in classic mediaas proof of their growing inefficacy.On the other hand, we note theconsiderable increase of investments inthe Internet, evidence of theadvertising users’ awareness thataudiences wish to have an active rolealso in communications. The Internethas made it possible for people to takepart in the “production” ofinformation through the use of newinteractive media and participatoryformats (e.g. blogs and forums).The UPA data also allows us to assessthe percentage incidence ofinvestments on the GDP (see Tables10.3 and 10.4).Table 10.3 – Growth rates and macroeconomic indicators2005 2006 2007 2008Real Growth Rates % % %. %Classic media (IncludingProduction Costs)0.6 -0.1 1.5 -3.3Communication Initiatives 0.9 0.8 2.0 -0.9Internet 16.5* 44.8* 38.4 21.5Gdp 0.1 1.9 1.5 0.1Source: our elaboration of UPA data*: This data refer to the total investments in Interrnet without distinction between Advertising (ADV)and Non Advertising (Non ADV)The slight decrease of classic mediain recent years lends further support tothe theory of the disinvestment intelevision in favourof investments in other nonconventionalmeans and forms ofcommunication (which rose by 3.1%).Table 10. 4 – Advertising investments as a ratio of GDP2005 2006 20072008Total Classic Media/Gdp 0.68 0.66 0.66 0.66Total Overall/GDP 1.27 1.26 1.27 1.27Source: our elaboration of UPA dataWHITE PAPER ON CREATIVITY 247