The Google Crunch

Talking about credit crunch has become very fashionable. Stock markets falls and rises, governments' intervention and pledges, more and more people in financial sector losing their jobs and liquidity crises are the main topic of the News and a grim reality of our lives.
Just 12 month ago financial giants seemed to be unstoppable in their quest for investments, lending and huge profits. Today, the careful use of a word "economical slowdown" is carefully replaced with the word “recession” and not only in US but around the world.
Google who first stepped an a stage around 10 years ago saw its market share and share price rocketing up, but in the last year despite an increase in a market share there was a consistent drop in share price.
Not surprisingly, Yahoo and MSN saw the same trend which on a ground of current events brings up only one question- is the world marketing network going to collapse?
There are first signs of slowdown as banks and property moguls pull out of their high cost PPC contracts as a first step of belt tightening tactics. And the worry is that many will follow…
Lack of funding and lack of spending may hit hard not only small but also big advertisers, for whom low levels of business could lead to staff redundancies and as a result to general downturn in economic conditions.
Some say that the crises will be over, but some warn that further reduction in Google's share price could be an indication of a collapse in global advertising that has not occurred since World War II and a reversal of the trend of ad dollars migrating online.