Ad-Supported Media Losing Ground; New Industry Forecast Could Fuel Efforts by Media Planners to Find Alternative Means of Targeting Consumers.(Media Planner)

TelevisionWeek, August, 2004 by Mandese, Joe

Byline: Joe Mandese Special to TelevisionWeek The release last week of Veronis Suhler Stevenson's annual Communications Industry Forecast & Report is always a big event in advertising, media and Wall Street circles (TelevisionWeek, Aug. 2). But the 2004 edition reveals data about the eroding relevance of ad-supported media that should give pause to advertisers, agencies and media companies alike.

The VSS report, which is chock-full of valuable statistics on media usage, revenues and market shares, also is likely to give media planners new impetus for developing ways of targeting consumers other than what they've been doing with traditional media options. During 2003, the most current full-year data contained in the report, a key milestone occurred from a...

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