Paid Media Grows, Free Media Slows

This article by Eric Saas in DailyMediaNews covers a forecast for the communications industry from Veronis Suhler Stevenson. The forcast paints a bleak picture for traditional media with declines across 20 major communications industry sectors, all concentrated in the traditional media, including newspapers, magazines, broadcast TV, radio, traditional out-of-home and Yellow Pages.

The bright spot is digital and alternative marketing and advertising, which together will total almost $139.5 billion in 2013. Email marketing will grow by double-digits throughout the forecast period, contributing to an overall annual growth rate of 5.6% for direct marketing from 2008-2013.

Alternative segments, like branded entertainment and word-of-mouth, will enjoy a post-recession boom, with an annual growth rate of 12.6% from 2008-2013; VSS said branded entertainment in particular grew 12% to just under $25 billion in 2008, and will return to a cumulative annual growth rate of 9.3% from 2008-2013, putting total revenues for branded entertainment at about $38.9 billion in 2013.

Alternative advertising will grow at 12.3% over the same period, powered by online and digital out-of-home revenue.


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