Growth is ok. Sustainable profits are better.

Fast growth is a nice story. The business press likes growth. Growth is about "the next big thing." Growth is about game changing. Adolescents are completely consumed by the excitement of growth.

The next big thing in advertising is probably going to be mobile marketing to cell phones. The blablabla is starting to gather steam. from the snippet below:

mobile ad market is growing 99.2% year on year, a report from Juniper Research released this month indicates that by 2014, mobile advertising would still only account for up to 1.5% of total global adspend.

There are many printers who will do quite well getting a piece of the "1.5% of total global adspend." But compared to the use of Print in education, health and government it's a drop in the bucket.

Mobile Marketing Magazine:
Targeting Key to Mobile Advertising's Future, says Xtract:
"Leading research organisations including the IAB (Internet Advertising Bureau) and Juniper Research have recently released reports on the current mobile advertising market and its future.
This year represents the first time truly quantitative research has become available on mobile advertising, but the numbers indicate conflicting trends in this nascent market, according to Jouko Ahvenainen, Co-founder and VP at Xtract, which provides social intelligence software for mobile operators.

Ahvenainen notes that while the first expenditure study on mobile advertising in the UK, carried out by the IAB and PWC, showed that the mobile ad market is growing 99.2% year on year, a report from Juniper Research released this month indicates that by 2014, mobile advertising would still only account for up to 1.5% of total global adspend, despite mobile advertising offering “substantially higher” response rates than advertising in other media."