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Wall Street Ignores Media's Fastest Growing New Business

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First-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 our 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 B). 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. Jack Myers Media Business Report's newly published 2007-2012 Advertising and Marketing Investment Report is available exclusively to corporate subscribers at Jack Myers Economic Forecasts.

Jack Myers is founder and media economist at Media Economic Development Investment Advisory Group LLC, which advises companies on revenue generation, organizational models, and business strategies. Jack Myers' clients and underwriters of Jack Myers Media Business Report are published at www.mediadvisorygroup.com