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Advertising spending this year is growing at the slowest pace since the mid-1970s and could slow even further in 1991, a prominent industry forecaster said Monday.

The ad agency McCann-Erickson's Robert Coen said he expects U.S. ad spending will rise 4.9 percent to $130.1 billion this year and 4.6 percent to $136 billion in 1991.

Coen, whose semiannual forecasts of ad spending trends for the investment firm PaineWebber are the most closely watched in the industry, has scaled back his estimate of ad spending growth for 1990 twice this year.

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