Center >> August 2008
Media Spend to Reach $33B by 2012
Nearly six percent annual growth rate projected.
from AICPA Custom Media Solutions
For the five years ended
2007, B2B media spending grew to $24.8 billion — a 4.8 percent
compound annual growth rate — according to the widely following
Veronis Suhler Stevenson (VSS) Communications Industry Forecast
2008–2012, which was released earlier this month.
Despite the sluggish
economy, Veronis Suhler says B2B spending should grow even faster
over the next five years to nearly $33 billion by 2012, for a CAGR
of 5.9 percent. Experts say advertising softness today will be offset
by gains in the institutional and alternative media sectors.
current economic conditions are contributing to the underperformance
of traditional advertising and marketing segments, various institutional,
consumer and alternative media segments are outperforming GDP due
to businesses demanding dynamic workflow solutions for competitive
global markets and brand marketers shifting to alternative media
to engage hard-to-reach demographics," said Jim Rutherford,
Executive Vice President and Managing Director at VSS.
As for total communications
spending, the VSS forecast anticipates marketers will pony
up $1.183 trillion by 2012. Total communications spending is projected
to increase 5.4 percent to nearly $925 billion in 2008.