As with other businesses, the direct-mail industry has experienced significant recent consolidation. Mailers increasingly use electronic media for marketing, especially the Internet. It brings greater visibility and new opportunities. The cable-TV revenue model continues to be anchored on subscriptions and fees. Together, they provide about 80 percent of revenues.
Advertising revenue grows faster than subscription fees.
Revenue from other sources open to cable following deregulation and technical advancement, such as telephony and high-speed Internet access, are expected to grow at a faster rate than subscriptions. Broadcast's share of total TV advertising spending will drop to about 71 percent by 2003, from about 89 percent in 1990. While ABC, CBS, and NBC will continue to lose audience share to cable TV and other media, they will still dominate television advertising for the foreseeable future. Radio's share of total broadcast-media spending will remain roughly the same, about 16 percent. Internet radio will open additional advertising possibilities for radio clients in terms of products and e-commerce.