The 2006 edition of the 20. Annual Communication Industry Forecast from Veronis Suhler Stevenson (VSS) seems to be released - finally, a month later than 2005 (?). Right now there is nothing online about the results on VSS. But MediaDaily News quotes that report in
Marketing Outpaces Ad Spending, Money Follows Shift To ROI, Pursuit Of 18-34 Demo
by Joe Mandese (11-Sep-2006)
"Non-Advertising-based forms of marketing - especially newer sectors such as branded entertainment, event marketing and experiential marketing - have emerged as the fastest growing segment of the media economy, outpacing advertising, as well as consumer and industrial spending on media. The finding, which comes from the 2006 edition of the Communications Industry Forecast being released this week by Veronis Suhler Stevenson, comes as strong evidence that U.S. marketers and their agencies are shifting spending into forms of marketing that have tangible measures of ROI associated with them. It also suggests that Madison Avenue's shift from conventional ad-based media planning toward marketing-based communications planning is also having an effect ...
Report description (from Mindbranch):
"The Forecast relates historical spending patterns with the key market forces driving industry growth in deriving more than 150 revenue, unit, growth and market share projections for the media and communications industry. Forecast scenarios are developed by layering the annual impact of demographic, economic, technological, regulatory, institutional, and behavioral market drivers over a five-year horizon. These forecasts have immediate implications for strategic planning, corporate and business plan development, budgeting and forecasting."
Like with last years Communications Industry Forecast, I find the What and Why to watch more interesting and helpful, than the predicted figures (showing that the new platforms will grow faster than the old ones) ...