ABSTRACT
In its 2011 Communications Industry Forecast, consulting firm Veronis Suhler Stevenson (VSS) estimated that 2010 spending on media in the United States by companies and individuals was a bit over one trillion dollars. That number will give you one sense of the large overall size of the media business. As we move through this book, we will see that the revenues of individual media industries come to tens of billions of dollars and sometimes far more. Table 3.1 gives you another sense of the media economy by presenting the revenues of the five biggest media firms. As the table notes, these five companies alone brought in almost $119 billion in 2010.
