(Photo courtesy of Edmond Moutran)
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All of this has made the advertising industry more difficult than ever before, says Edmond Moutran, whose more than four decades in the business have shown him how dramatically it has changed and how important it is to quickly adapt. "I think the past three years have been the toughest of my life," says Moutran, whose list of clients includes Toyota, McDonnell Douglas and Royal Jordanian Airlines, and whose industry awards line the walls to the entrance to his office in Sin al-Fil. But years of successfully navigating a notoriously difficult industry could not have fully prepared him for today's even more uncertain and fast-changing business environment.Worldwide, print advertising, for example, dropped by more than 17 percent between 2010 and 2015, according to the World Association of Newspapers and News Publishers. Meanwhile, mobile advertising, a far cheaper form of publicity, is steadily increasing by more than 5 percent annually, as the proportions of other forms of ads continue to decrease.Moutran hesitates to blame social media for the advertising industry's increasingly tough market. However, he does point to a growing preference for online advertising among businesses around the world.
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