Thanks to an alert from Mediapace, who learned about it on Media Daily News, I learned of a new communications industry book you might want to look into. It’s the “Communications Industry Forecast – 2005-2009” by Veronis, Suhler, Stevenson, an investment banking firm that invests heavily in media companies.

I didn’t invest the $1,995 for the report but according to the article on Media Daily News, the report says that the media industry has “effectively reached a “new order” that shifts power to consumers from advertisers, and to new media from traditional media.” It also quotes the report as saying “Ad spending in the new media–which VSS defines as cable and satellite television, satellite radio, business-to-business e-media, consumer Internet, movie screens, and video games–is growing at double-digit rates, while traditional media are rising only at single-digits. As a result, VSS projects that new media will account for 26.3 percent of all ad spending by 2009–an estimate some new media pundits might find conservative, given the rapid shifts in digital technologies.” Like most reports I assume they don’t break out farmers. However, when I compare farmer media usage studies I see a lot of similarity with the general consuming public. The higher a farmer’s income the higher their use of the interent becomes too!

One thing that I think should also be noted from the report is that even “traditional” media is experiencing growth. We’re just a media rich and using kind of society!