The future of the printing industry must expand its market share - the printing industry, printing - silk screen printing industry, especially web

The future of the printing industry must expand its market share - the printing industry

, printing - silk screen printing industry, especially web

To the latest report, "the media mix and its impact on the printing industry," shows that the printing industry to face the media and marketing communications environment in the coming three years will usher in great changes.

HC screen Special Indian network Recently, according to the U.S. Print Market research agencies (PRIMIR) released the latest report, "the 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%. Where Advertisement Media, the proportion of expenditure is only 32%, and since 2008 has declined for two consecutive years Equipment Consumables . In contrast, non-media spending has benefited from steady growth in business investment in publicity, made a 3% compound annual growth rate of the printing market. However, the print media and marketing communications mix position, but in the past 6 years to 7 years has decreased.

PRIMIR interviewed in the survey of business executives and industry experts believe that companies in the newspaper, inserts, contacts, and directories on the spending would decline, but they assisted in the on-demand Sell Materials, packaging, direct mail and custom publications spending remained relatively stable. At the same time, many enterprises plan to increase communication and mobile devices in the network's advertising investment.

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

Growing demographic diversity and age 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 printing market. 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 people over 75 years 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 to 2009 or even 2010 in the first half, which will drive enterprise marketing departments have to concentrate on improving the major media and marketing communication effectiveness, 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 Conversion of digital broadcasting, digital Outdoor advertising Expansion of coverage, 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.

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