After a surprisingly good summer for many production and post houses, all things considered, the question is: Will the steady flow continue throughout the fourth quarter?
While most queried are upbeat, based on jobs currently being booked, some share the view of I-Cubed’s Mark Adler. “What’s most notable about this season is its unpredictability,” says Adler, who’s experienced the vicissitudes of television advertising for some 20 previous seasons.
“We have some jobs scheduled for September and October and the business pattern looks fairly normal, but still, it’s hard to forecast,” he shrugs. “Business in general is very fragile. No one wants to make missteps at this point.”
