Print media industry will face future communications market changes - printing, media communications - Printing Industry

Print media industry will face future communications market changes - printing

, media communications - Printing Industry

According to the U.S. printing market research agencies (PRIMIR) has released the latest survey report "media mix and its impact on the printing industry," shows the face of the printing industry and the media Marketing Communication environment in the coming three years will usher in great changes.

Report, as at the end of 2007, the U.S. media and marketing communications expenditure already exceeded 779 billion U.S. dollars, an average annual compound growth rate of 2%. Among them, Advertisement Media, the proportion of expenditure is only 32%, and since 2008 has declined for two consecutive years. In contrast, non-media spending has benefited from the steady growth of corporate propaganda and investment, made an average annual compound growth rate of 3%. However, the print media and marketing communications mix position, but during the past 6 years to 7 years has decreased.

PRIMIR interviewed in the survey of enterprises Management And industry experts share the view that business in newspapers, inserts, contacts, and directories on the spending would decline, but they Demand Aid Sell Materials, packaging, direct mail and custom publications spending remained relatively stable. At the same time, many enterprises are planning to increase Network Communications and mobile devices into it.

Report from this survey can be found six to influence media and marketing communications expenditure in market focus.

Growing diversity and composition of the population aged 65 or older population increases, will the consumer discretionary spending and a major impact on media consumption. In addition, the impact of online media also can not be overlooked. In 2007, for example, the United States, 35% of the population is minority, 16% higher than the proportion in Canada.

Aging of the population is also a very important issue. North America 12% of the population over 65 years, and this proportion will be maintained in 2030 the average annual growth rate of 1%. In fact, these old people are still very popular on the Internet, of which 45% were aged over 75 years old active on the Internet, and this proportion will continue to grow steadily.

Economic conditions began to deteriorate from the end of 2007, and directly led to the 2008 global recession. The weakness in the economy will continue to extend until 2009, even the first half of 2010, which will drive enterprise marketing department had to mainly concentrate on improving the effectiveness of media and marketing communications, they must pass rigorous analysis to determine the per a propaganda channel efficiency and return on investment.

Rapid expansion of digital technology to create a way of life dependent on the network, thereby reshaping the publishing content consumption, and for people to bring new content distribution opportunities. Such as TV Digital broadcasting conversion, digital outdoor advertising coverage expansion, digital video recorder in the family spread, the steady growth of home broadband and online activities (watch the video or the handling of personal financial problems) have become more frequent and so on. With the Wi-Fi connectivity growing, the population has Internet addiction will be further expanded. At the same time, traditional media, especially print media are also active in attracting online audiences and advertising revenue to offset the dwindling audience line.

Present rate of expansion of digital media content can be used to describe springing up, especially in the growing Internet phone case. When the recession eased the pressure of time, this trend will be further strengthened, and set off a new round of revolution in digital equipment and the birth of new media consumption patterns. Perhaps in the future of media equipment will be set desktop computers, laptops, MP3 players, GPS navigators, video recorders and smart phones in-one.

Consumer control of media and information dissemination methods will be as digital technology innovation and change. With Internet access in the next few years, the development will have a considerable number of consumers to freely choose the media consumption of time, place and manner.

Market changes will lead directly to the audience constantly divide, people may become increasingly difficult to find a large number of target customers can not only access to cost-effective but also has higher marketing communications.

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