A Piece of the Trillion. That’s All I Ask.

USA Today points to this study from private equity firm, Veronis Suhler Stevenson, which forecasts media expenditures in the coming years.
VSS projects that communications spending will increase 5.4% to $923.91 billion in 2008, as strong gains in the institutional and alternative media sectors (like gaming) offset the downward pressure of declining traditional advertising spending.
VSS also notes that communications will be the second-fastest growing of the 15 U.S. economic sectors during the forecast period and will exceed $1 trillion in 2010, with spending reaching $1.183 trillion in 2012.
All good news for the the readers of AdPulp…
“You could call (2008) a tipping point,” with consumers poised for the first time to spend more on media than advertisers will, James Rutherfurd, VSS managing director, told USA Today.
Given that consumers are so willing to spend on the media they want, I can’t help but think brands might do well to make media worth selling (on top of the product or service they already sell).
Why make ads no one wants, when you could make media people will pay for?



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.