Some ad executives ask whether the church should be involved in the debate.

But ad executives are happy to play this numbers game because it seems to be working.

The rules have gotten out of hand, some ad executives say.

"Ah, but you've given up your career as an ad executive to make a home."

Ad executives said there had also been significant growth in the last few years among those traditional customers.

That's the 90's way, and ad executives are right in step.

Based on early signs, prices will rise 10 to 15 percent, several ad executives said.

"Passion never goes out of fashion," said the ad executive.

Some ad executives have taken that with a grain of salt.

The movie studios are beginning to do more of their own creative work, ad executives here say.