Media and Money

Posts Tagged ‘mobile

Veronis Suhler Stevenson (VSS) announces the publication of its newest Communications Industry Forecast (CIF) covering the years 2003-2013. VSS predicts that total communications spending will decline 1% in 2009 to $882.6 billion, but grow 3.6% per year over the next five years to over $1 trillion making communications the third fastest-growing sector of the U.S. economy over that period. Segments driven by end user spending and targeted marketing services are gaining even as traditional advertising is shrinking.

2008 and 2009 witnessed a major shift in the spending patterns in the communications industry as advertising became the smallest of the four major sectors in 2008 — a first for advertising since VSS began tracking the industry in 1986. While this period culminated a decade-long trend away from traditional advertising vehicles and towards institutional and consumer end-user spending and marketing services, it also highlighted the emergence of institutional and consumer communications as the dominant sectors in U.S. communications spending. VSS forecasts that the institutional sectors and various alternative media segments will drive overall communications spending for the next five years. More specifically, institutional end-user spending will remain the largest and fastest-growing communications sector, rising by 5.6% annually as a result of strong gains in business information services, particularly in the marketing and financial services sub-segments, and the for-profit higher education sub-segment of educational and training media and services. Alternative marketing segments – including branded entertainment and word-of-mouth marketing – will grow at 12.6% annually from 2008-2013 and will contribute to overall marketing services spending growth of 3.4% annually in the period 2008-2013.
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Meredith Corporation which owns 25 magazines, 26 websites and 12 CBS, NBC and Fox local stations, has taken a strategic stake in The Hyperfactory, a New Zealand-based mobile marketing company. The US media company now owns 19.9 percent of The Hyperfactory.

The investment enhances the services and capabilities of Meredith Integrated Marketing, the company’s business-to-business unit that provides leading corporations and brands with custom print and online communications for their customers. It also accelerates Meredith’s consumer brand efforts in the mobile space.

“Joining forces with The Hyperfactory provides Meredith Integrated Marketing with access to the fast-growing mobile category and complements our recent acquisitions in the digital marketing space,” says Jack Griffin, President of the Meredith Publishing Group. “The Hyperfactory’s capabilities fall directly in line with our strategic goals and present significant opportunities for our business-to-business engagements.”
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According to reports from the Allen & Co. media summit in Sun Valley Idaho, companies and investors are scrambling to stake out territory in the new world of mobile content.

Media conglomerates, hardware makers and telecommunications carriers are all eyeing the nascent wireless media market, spurred by smartphones like Apple Inc’s iPhone and Research In Motion Co Ltd’s BlackBerry.

Highflying start-ups with strong mobile credentials, such as microblogging site Twitter, have increasingly become the subject of acquisition rumors even as their unproven business models mean a deal is unlikely at this week’s Sun Valley media and technology conference organized by Allen & Co.
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