Online advertising will grow rapidly as Internet penetration increases and more refined consumer data are captured, leading to more effective targeting and higher rates. Content, commerce and community will be key to repeat traffic upon which robust databases can be built. The ability to predict consumer responses and measure the impact of online advertising with such databases will lead to greater accountability and better decision-making by marketers. The share of expenditures for direct marketing will continue to grow at a faster rate than the rate of growth for most other measured media. 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.