Competition for many jobs will be keen because the glamour of the advertising and public relations services industry traditionally attracts many more jobseekers than there are job openings. Employment in the industry is projected to grow 19 percent over the 2002-12 period, compared with 16 percent for all industries combined. New jobs will be created as an expanding economy generates more products and services to advertise. Increased demand for advertising and public relations services also will stem from growth in the number and types of media outlets used to reach consumers, creating opportunities for people skilled in preparing material for presentation on the Internet.

On the other hand, employment growth may be tempered by the increased use of more efficient nonprint media advertising, such as Internet or radio, which could replace some workers. Employment also may be adversely affected if legislation, aimed at protecting public health and safety, further restricts advertising for specific products such as alcoholic beverages and tobacco. In addition to new jobs created over the 2002-12 period, job openings also will arise as workers transfer to other industries or stop working.

Layoffs are common in advertising and public relations services firms when accounts are lost, major clients cut budgets, or agencies merge.