Consumers Hot, Institutions Not in Veronis Suhler Study
Veronis Suhler Stevenson's annual Communications Industry Forecast paints a mixed picture of recovery in the content industry, with consumer-oriented outlets recovering at an above-average pace while institutional sales continue to lag for the second year in a row. Lost in the numbers, of course, is knowledge of just how much individuals within institutions are increasing their reliance on content outlets in theory oriented towards consumers but which are finding stronger use inside the firewalls of many institutions. Portals such as Yahoo!Finance, for example, which provides a very rich array of content services for financial investors, are tagged as consumer outlets but are sophisticated enough that can be found in use on many a high-rolling financial professional's desk. Increasingly the appeal of online content to individuals cuts across both their personal and professional roles, making it increasingly likely that content providers targeting professional circles will need to increase the sophistication of their marketing efforts to appeal to - and sell to - people who are willing to find their own external content solutions.