VSS publishes historical database on media industry growth

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New York—Private equity firm Veronis Suhler Stevenson on Tuesday released “Communications Industry Historical Database 1975-2009,” a retrospective study of the media and communications industry. The study shows that total U.S. communications spending increased at a compound annual growth rate of 8.1% during that period.

The report tracks the changes in 21 major segments of the media and communications sector. Subscription television is the largest segment, totaling $155 billion in 2009. The database can be ordered at

The report shows that traditional advertising rose at a 5.4% CAGR from 1975 to 2009. VSS said that institutional end-user spending, which includes trade shows and circulation spending for b-to-b media, increased 9.2% during that period.

“We’re finding that media owners and investors require greater awareness of how their companies match up to their industry peers and other industry spending patterns that could be viewed as an alternative growth area and/or competitive,” John Suhler, president-general partner at VSS, said in a statement. “The ability to see the big picture, however, allows them to stay ahead of trends.

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