CPAs and their clients are probably very similar in that they are pressed for time so they look to become more efficient. One way is to do so is to cut down on what they read by throwing it away or deleting it, or just skimming an item or its table of contents to see if anything of interest jumps. I expect this trend to continue to escalate.

This forces firms to do much more targeted marketing trying to reach those individuals who are most receptive. What I expect this will mean is that firms will be taking a very personalized communication approach.

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