Separating the old from the new

A new report by investment banker Veronis Suhler Stevenson (VSS) estimates that new media accounted for 16.7 percent of all advertising spending last year — up from only 10.3 percent in the report’s baseline year, 1999. As Joe Mandese at MediaDailyNews reports, accelerating change in the media world “has effectively reached a “new order” that shifts power to consumers from advertisers, and to new media from traditional media.”

VSS says the forces driving change are clear: the expansion of digital media technologies, the shift toward consumer control of media–especially media supported primarily by consumer spending–and a shift toward greater ROI in marketing that is driving advertisers to use greater shares of new media.
The report defines “new media” as cable and satellite television, satellite radio, business-to-business e‑media, consumer Internet, movie screens, and video games. VSS projects that new media will account for 26.3 percent of all ad spending by 2009.

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