“During the past five years…we have seen a gradual shift of time spent away from advertising-based to consumer-supported media, as well as a steady transfer of spending away from traditional to new media advertising. We expect the underlying trends driving this industry-wide transformation, such as consumer empowerment, accelerating audience fragmentation and the increasing need for stronger ROI measurements, to continue and drive accelerated growth in all four industry sectors as more sophisticated purchasing plans, which utilize a variety of conventional and alternative media outlets, become necessary.”
James P. Rutherfurd, Executive Vice President of Veronis Suhler Stevenson, 19th annual Communications Industry Forecast

“During the past five years…we have seen a gradual shift of time spent away from advertising-based to consumer-supported media, as well as a steady transfer of spending away from traditional to new media advertising. We expect the underlying trends driving this industry-wide transformation, such as consumer empowerment, accelerating audience fragmentation and the increasing need for stronger ROI measurements, to continue and drive accelerated growth in all four industry sectors as more sophisticated purchasing plans, which utilize a variety of conventional and alternative media outlets, become necessary.”
James P. Rutherfurd, Executive Vice President of Veronis Suhler Stevenson, 19th annual Communications Industry Forecast