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Preference and Data and Prices, Oh My!

Prices tell us a lot about how media is changing and what’s ahead. It’s funny – the categories that are growing the most are the ones where prices are dropping. That’s strange. But media preference surveys can be misleading because they can assure media producers of the love of the marketplace, and divert their strategic attention to competitors impinging on that affection. What does Mary Meeker know? A trade association executive says she’s biased. That’s okay. Dr. Joe has different data.

By Dr. Joe Webb
Published: June 26, 2017

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Dr. Joe Webb is one of the graphic arts industry's best-known consultants, forecasters, and commentators. He is the director of WhatTheyThink's Economics and Research Center.

 

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