Non-Traditional Promotion Alive and Well Marketing Sector
(Excerpt from RST, 12/21/09)
Wall Street Ignores Media's Fastest Growing New BusinessFirst-Ever Assessment of 'Media Directed Promotion/Event Investments' Tracks $16.7 Billion in 2009 and Projects $400 Billion in 2020
This week, Jack Myers Media Business Report is publishing its newly recalibrated data on 19 advertising categories and nine "below-the-line" marketing communications categories. An accurate assessment of the media business requires a view of the total $700 billion marketers invest domestically in advertising and non-advertising consumer, distributor and retailer communications.
Advertising will represent only 26.8% of total marketing expenditures in 2009 ($188 billion), with below-the-line non-advertising marketing categories, often called "unmeasured media" representing 73.2% ($513.5 billion). These categories include direct marketing, trade and consumer sales promotion, event marketing and public relations.
Marketers are drawing from these budgets to fund a growing array of media company offerings that exploit emerging interactive media capabilities.
In the industry's first assessment of this shift, Jack Myers Media Business Report estimates that Media Directed Promotion/Event Investments attracted an estimated $16.7 billion to media companies in 2009 and will generate an estimated $38 billion in incremental media company revenues in 2012.
While these revenues are included in the financial reports of public media companies, Wall Street's use of future-looking data that excludes this growth sector results in a negatively skewed perspective of the emerging media marketplace.
(Source: The Huffington Post, 12/09/09)
Wall Street Ignores Media's Fastest Growing New BusinessFirst-Ever Assessment of 'Media Directed Promotion/Event Investments' Tracks $16.7 Billion in 2009 and Projects $400 Billion in 2020
This week, Jack Myers Media Business Report is publishing its newly recalibrated data on 19 advertising categories and nine "below-the-line" marketing communications categories. An accurate assessment of the media business requires a view of the total $700 billion marketers invest domestically in advertising and non-advertising consumer, distributor and retailer communications.
Advertising will represent only 26.8% of total marketing expenditures in 2009 ($188 billion), with below-the-line non-advertising marketing categories, often called "unmeasured media" representing 73.2% ($513.5 billion). These categories include direct marketing, trade and consumer sales promotion, event marketing and public relations.
Marketers are drawing from these budgets to fund a growing array of media company offerings that exploit emerging interactive media capabilities.
In the industry's first assessment of this shift, Jack Myers Media Business Report estimates that Media Directed Promotion/Event Investments attracted an estimated $16.7 billion to media companies in 2009 and will generate an estimated $38 billion in incremental media company revenues in 2012.
While these revenues are included in the financial reports of public media companies, Wall Street's use of future-looking data that excludes this growth sector results in a negatively skewed perspective of the emerging media marketplace.
(Source: The Huffington Post, 12/09/09)
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