An untimely development

In his regular posting from Madison Avenue, Joe Mandese discusses some findings on media usage revealed by the annual VSS Communications Industry Forecast.

An untimely development

Joe Mandese

Each year about this time I typically write a column based on one of my favorite media-usage tracking studies, US private equity firm Veronis Suhler Stevenson's annual Communications Industry Forecast.For more than a quarter century the VSS report has chronicled some important shifts taking place in the underlying economics of media – shifts that would otherwise be difficult to detect if not for the impressive, longitudinal view. And while the VSS data represents the US media marketplace, I am pretty sure it mirrors patterns manifesting around the rest of the globe, especially in...

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