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Competition from Digital Channels is Reshaping the Use of Print Across Vertical Markets According to InfoTrends Study


(Weymouth, MA) December 17, 2012...In today’s new media world, print hasn’t lost its luster, but it is sharing the spotlight with other media forms. According to InfoTrends’ study Understanding Vertical Markets: Enterprise Communication Requirements, print will remain a major component of communications spending but it is declining, as firms are shifting dollars to mobile and online/web channels. Print’s future role, the study finds, hinges on its ability integrate with the mobile and online channels.

“Print is not disappearing, but its use is declining and its role is changing,” says Steve Adoniou, Director of InfoTrends' Consulting Service. “Competition from digital channels is reshaping the use of print and the production methods to deliver it. Defending prints’ role will require investment in workflow automation enhancements that improve productivity, delivery speed, and cost.”

The study surveyed 1,026 enterprise-size corporations across 10 vertical markets (automotive, education, financial services, insurance, government, healthcare, hospitality, retail, manufacturing, utilities) to:

  • Quantify spending by key application area and media type
  • Identify sourcing preferences by application and media type
  • Assess process for selecting providers
  • Identify strategies and recommendations for business growth by market and application

The survey results are supported by 15 in-depth interviews with key communication decision-makers in corporate enterprises across industries studied.

“The research study confirms that pursuing a multi-channel communications strategy is important and growing in the corporate enterprise market,” says Lisa Cross, Associate Director of InfoTrends' Business Development Strategies Service. “Its importance is driven by organizations’ need to serve and communicate with customers that have different delivery requirements and preferences.”

The study compares findings to a 2006 InfoTrends’ vertical market study on communications trends and reveals that overall, there is a migration in corporate enterprises to using print and electronic media together--not to exclusively using one form in lieu of the other. Survey respondents reported that 47% of printed marketing materials were linked to online digital channels in past 12 months, indicating that firms understand the value in combining print and electronic media.

InfoTrends' Understanding Vertical Markets: Enterprise Communication Requirements is available immediately for purchase. For more information, please contact Scott Phinney at +1 781 616 2123 or email scott.phinney@infotrends.com.

InfoTrends is the leading worldwide market research and strategic consulting firm for the imaging, document solutions, production print, and digital media industries. We provide insights and advice to help clients understand market trends, identify opportunities, and grow their business. Additional information about InfoTrends is available on the Web at www.infotrends.com.

For media inquiries contact Donna O'Malley at +1 781 616 2116 or donna.omalley@infotrends.com.

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