NEW YORK—Veronis Suhler Stevenson (VSS), a leading private equity firm dedicated     to the business information and services, education, media and business     and marketing services industries, today announced the release of its     VSS Communications Industry Forecast 2004 -2014 (,      providing a five-year historical record and a five-year forecast of     spending for four Revenue Streams – and now also an additional analysis     of the six major Industry Sectors (—including 20 segments and more than 100 sub-segments of the U.S.      Communications Industry.

VSS predicts total Communications Industry spending is on pace to     increase 3.5 percent in 2010 and post a compound annual growth rate     (CAGR) of 6.1 percent in the 2009-2014 period to $1.416 trillion, driven     by a gradual economic recovery, advances in digital technology, and     secular trends impacting the entire industry landscape.

The shift of spending and consumption is reflected by growth not only in     key industry sectors such as Business & Professional Information &      Services, Targeted Media. and Entertainment & Leisure Media, which are     poised to register CAGRs of 8.2 percent, 7.3 percent and 6.3 percent,      respectively, during the 2009-2014 period, but also remarkable growth in     the Pure-Play Consumer Internet & Mobile Services segment,      which is expected to grow at a CAGR of 14.6 percent from 2009 to 2014. VSS predicts that Communications Industry spending will exceed     nominal gross domestic product (GDP) CAGR growth of 5.8 percent, and     retain its position as the fourth-largest industry in 2014, although     slipping to ninth place in terms of growth during the forecast period     due to continued weakness in traditional advertising and marketing     services.

“There will be a longer and slower economic recovery during the     expansion period covered by the forecast compared with previous     expansions because of the breadth and depth of the recession,” said John     Suhler, Co-Founder, President and General Partner of VSS. “We expect the     Communications Industry will only slightly outperform nominal GDP over     the next five years. Advertising and marketing investments, historically     the drivers of Communications growth during recoveries, are expected to     be more muted due to the shift away from traditional media outlets to     more targeted media.”

The VSS Forecast has been published annually since 1986, with     information dating back to 1975. This year’s VSS Forecast offers     three unique perspectives of the entire Communications Industry that     work in parallel to identify patterns, help to fully illuminate trends,      and offer direct comparisons.

In addition to sharing a Revenue Stream perspective – an analysis of     Advertising, Marketing, Consumer End-User and Institutional End-User     spending – as VSS has done for the past 24 years, VSS has introduced an     Industry Sector analysis (      This added perspective shows growth for six major Industry Sectors,      including Entertainment & Leisure media, Business Information &      Services, Targeted Media, Education & Training Media & Services,      Marketing Media, and Traditional Consumer Advertising Media. The VSS     Forecast also offers greater depth and detail on time that consumers     and businesses spend with media. This marriage of exclusive Industry     Sector, Revenue Stream and Media Usage data and analytics provides the     most comprehensive and in-depth view of the Communications Industry ever     published.

Continued Shift to Digital Alternative Media and Drivers of Growth

The long-standing mass media model of one-to-many is being challenged by     the growing influence of a new model that leverages the ability to     target the individual and multiple niche audiences, as well as empowers     the individual and niche audiences to select between sources of content.      Unmet societal needs and digital technology are the key drivers, pushing     the Communications Industry into a reset-and-restructure mode that will     see secular shifts in all Industry Sectors and Revenue Streams from     traditional to digital platforms. Reflecting the shift to alternative     media categories, the VSS Forecast found that 17 of 20 segments tracked     in the report will post increases in CAGR between 2009 and 2014, with     the largest CAGR growth being seen in Pure-Play Consumer Internet &      Mobile Services, which is expected to rise at a 14.6 percent CAGR and     reach $87.79 billion in 2014.

Overall, media usage will remain relatively flat during the 2010-2014     forecast period as consumer and business end-users continue to migrate     to digital platforms that have more searchable and often shorter and     more focused content when compared with traditional media. Growth will     primarily occur in the Business & Professional Information & Services     sector, which will post a 8.2 percent CAGR between 2009 and 2014,      reaching $249.00 billion. Increases will be a result of     publishers/vendors and users continuing to expand their online and     mobile products and services through application suites incorporating     databases, software solutions and outsourced processing services to     drive increased productivity.

This shift to alternative digital media will also be influenced by     consumers and business end users taking more command over what     information and entertainment they want to consume through wireless     devices, such as computer tablets, eBooks, and third- and     fourth-generation mobile phones. Media operators will benefit from     offering must-have products, particularly ones that allow them to stay     connected with friends and family, such as broadband Internet access and     mobile phones. Online social networking functionality and interactivity     will remain on the rise, and marketing strategies that allow brands to     connect emotionally with captive audiences through favored entertainment     content will continue to receive a growing share of marketing budgets.

Thus, not surprisingly, the Targeted Media sector will be the     second-fastest growing industry sector and experience a 7.3 percent CAGR     increase in the forecast period to reach $265.58 billion, according to     VSS. Growth will be spurred not only by the Pure-Play Consumer Internet     & Mobile Services segment, but also by two of the other four segments     within the sector including Branded Entertainment, which is poised to     increase CAGR by 9.2 percent to $38.16 billion, and Outsourced Custom     Publishing, where advertisers are seeking targeted approaches to     reaching key audiences, resulting in an 11.2 percent CAGR gain to reach     $6.57 billion in 2014. Other well performing segments include Public     Relations & Word-of-Mouth Marketing which will register CAGR growth of     9.7 percent between 2009 and 2004, reaching $8.01 billion, and Business     & Professional Services which will see CAGR climb 9.1 percent to reach     $147.12 billion in 2014.

Future Growth by Industry Sector

Gains during the forecast period 2010-2014 are expected to be driven by     continued growth of Business & Professional Information & Services,      Entertainment & Leisure Media, and Education & Training Media &      Services, and will significantly contribute to total communications     spending reaching $1.416 trillion by 2014, a 6.1 percent increase CAGR,      or the year-over-year growth rate.

Business & Professional Information &      Services will be the fastest-growing industry sector from 2009 to     2014, posting an 8.2 percent CAGR between 2009 and 2014 to reach $249.00     billion, as Business & Professional Information and Business &      Professional Services operators expand their online and mobile products     and services. This will occur through application suites that     incorporate databases, software solutions and outsourced processing     services to drive productivity.

Growth in Education & Training Media &      Services will experience a 6.8 percent CAGR improvement in the     forecast period to $311.28 billion, thanks to strong gains in the     for-profit post-secondary and college education markets, and solid     increases in outsourced corporate training and K-12 educational     materials during the latter part of the forecast as the economy improves.

The Entertainment & Leisure Media sector     is forecast to post CAGR gains of 6.3 percent over the next five years,      reaching $353.87 billion, with 6.3 percent CAGR growth. Subscription     Television will continue to be the primary driver, while Entertainment     Media and Consumer Book Publishing will remain driven by hit titles and     affected by consumer shifts to less expensive online and mobile     distribution of content.

The aforementioned Targeted Media industry sector will be the second-fastest growing industry sector     during the forecast period, driven by double-digit growth in Pure-Play     Consumer Internet & Mobile Services and Outsourced Custom Publishing, as     well as solid gains in Branded Entertainment. Gains registered by these     three segments will help compensate for low-single digit growth     projected for Direct Marketing and Business-to-Business Media.

Marketing Media will be the     slowest growing and smallest communications industry sector during the     forecast period, increasing at a 1.8 percent CAGR from 2009 to 2014 to     $77.23 billion. Solid gains in Public Relations and Word-of-Mouth     Marketing will be unable to mitigate sluggish growth in traditional     marketing segments, such as Business-to-Business Promotions and Consumer     Promotions.

For Traditional Consumer Advertising Media,      which includes Broadcast TV, Newspapers, Consumer Magazines, Broadcast &      Satellite Radio, Yellow Pages Directories, and Out-of-Home Media, growth     in the 2009-2014 period is expected to be sluggish at around 2.2 percent     CAGR, totaling $159.30 billion. The availability of new media platforms     and technologies will contribute to continued changes in consumers’      media use, particularly secular declines in consumer consumption of     traditional media platforms. This will prompt brands and agencies to     re-evaluate their traditional advertising strategies and tactics.

Future Growth by Revenue Stream

From a Revenue Stream perspective, overall Communications Industry     growth during the forecast period 2009-2014 will be fueled by solid     gains in Consumer and Institutional End-User spending, which combined     will climb at a 6.9 percent CAGR to reach $953.54 billion in 2014. The     Consumer and Institutional End-User Revenue Streams have been the     driving force behind Communications Industry growth over the past four     decades, VSS reported in April of this year in its VSS Historical     Database 1975-2009, a retrospective study of spending, consumption,      growth and trends. (

While VSS predicts that the Institutional End-User Revenue Stream will     be the primary driver of growth, increases will also be fueled in part     by strong growth in select Consumer End-User stream sectors. The     Advertising and Marketing Services Revenue Streams will see a 4.6     percent increase in CAGR between 2009 and 2014, reaching $462.72     billion. Surprisingly, the Advertising Revenue Stream, which has seen     declines for two consecutive years, will experience stronger growth     rates than Marketing Services in the forecast period.

Institutional communications spending by businesses, government     agencies and educational institutions will be the primary driver of the     Industry’s growth during this period,” Suhler said. “Technological     advances are providing end users with quicker access to actionable     strategic intelligence and manipulative tools, and this in turn empowers     them to be more competitive in the global market. Consumer and business     end-users will take more command over the information and entertainment     they want through wireless devices and third- and fourth-generation     mobile phones.”

VSS predicts that the Institutional     End-User Revenue Stream will remain the largest and fastest     growing of the four Revenue Streams, increasing CAGR by 5.3 percent in     2010 to $490.54 billion, and posting a CAGR increase of 7.3 percent     increase to $661.48 billion by 2014. It is assumed that growth in     Institutional End-User spending will come in part from an improving job     market, which in turn will lead to growth in business & professional     information, and outsourced corporate training, among others.

Consumer End-User spending will     grow 3.6 percent this year to $225.88 billion, and will generate a 6.0     percent increase in CAGR during the 2009-2014 period to $292.07 billion.      As the economy strengthens, and digital/wireless channels proliferate,      consumers will resume spending on hit-driven media, such as home video,      video games and recorded music. Spending on pure-play internet & mobile     content and access will enjoy robust growth thanks to ongoing consumer     migration to digital platforms and increased adoption of third- and     fourth-generation cell phones, such as the iPhone and the Droid, as well     as smart phones like BlackBerrys and notepads like the iPad.

The Advertising Revenue Stream is     expected to benefit from two additional even-year spending boosts - the     Olympics and political campaigns—in the 2010-2014 period. This will     drive a 5.4 percent increase in CAGR, pushing spending on Advertising in     the forecast period to $234.90 billion in 2014.

The Marketing Services Revenue     Stream, which includes Direct Marketing, Branded Entertainment and     Outsourced Custom Publishing, will benefit over the next five years from     alternative market vehicles, such as e-mail marketing, consumer events,      paid product placements, e-custom publishing and word-of-mouth     marketing. The sector posted its worst performance in 35 years during     2009, falling 9.6 percent to $189.86 billion. The primary cause of the     decline was Traditional Marketing vehicles – such as direct mail,      point-of-purchase and business-to-business promotions. Between 2010 and     2014, it will rebound, with CAGR climbing 3.7 percent by 2014 to total     $227.82 billion. However, it will become the smallest Revenue Stream,      VSS found.

Advertising was the other Revenue Stream to decline in 2009. Without the     even-year spending boosts to help the bottom line, spending was $180.25     billion, a 14.1 percent drop from 2008 and a 1.1 percent decline in CAGR     between 2004 and 2009. Traditional Advertising media, including print     media such as newspapers and magazines, will rebound during the forecast     period as the economy improves and advertising budgets are restored.      However, traditional Advertising media will continue to struggle because     competition from alternative advertising vehicles.

About Veronis Suhler Stevenson

Veronis Suhler Stevenson is a private equity and debt capital fund     management company dedicated to investing in the information, education,      media, and business and marketing services industries in North America     and Europe. VSS provides capital for buyouts, recapitalizations, growth     financings and strategic acquisitions to companies and management teams     with a goal to build companies both organically and through a focused     add-on acquisition program. To date, VSS equity and debt funds have     invested in 65 platform companies, which have in turn completed over 300     add-on acquisitions resulting in a portfolio with realized and     unrealized enterprise values totaling over $14 billion. The company’s     website is

About the VSS Forecast

The VSS Forecast, and its supplement the VSS Historical Database,      is the only source to track, analyze and forecast spending, usage and     trends in six Industry Sectors—Marketing Media, Targeted Media,      Entertainment and Leisure, Traditional Consumer Advertising Media,      Business & Professional Information & Services, and Education & Training     Media & Services – and four Revenue Streams – Advertising, Marketing     Services, Consumer End-User, and Institutional End-User Spending. With     more than 20 segments and more than 100 sub-segments of the U.S. media     industry covered, these reports provide actionable strategic     intelligence to executives and owners with stakes in the information     services, education and media and communications industries since 1986.      The VSS Communications Industry Forecast research is the     essential source of econometric data and operating drivers for     understanding the factors that influence the future spending patterns of     the Communications Industry.

Available solely in digital format, the VSS Forecast takes a     ten-year view of the U.S. media industry and includes a five year     historical record of actual spending patterns and metrics and the VSS     five-year forecast of spending. After 24 years, it has emerged as an     authoritative source of comprehensive spending, usage and trend data     across the Communications Industry. (

About PQ Media

PQ Media (,      the leading provider of media econometrics and the pioneer of     alternative media research, partners with Veronis Suhler Stevenson on     the VSS Forecast. PQ Media has collaborated with VSS since 2003     on the research and development of the VSS Forecast and licenses     it’s Alternative Media Research Series data to VSS for use in the     VSS Forecast, including econometrics covering digital out-of-home     media, product placement, word-of-mouth marketing and event marketing,      among others. PQ Media is a research consultancy that provides     actionable strategic intelligence through a variety of consulting     services and research reports to leading media companies, financial     institutions, management consultants, media agencies and brands. The     firm’s experience, knowledge and insights have influenced strategic     plans, investment parameters and tactical approaches for clients.

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