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.