With more than one-third of the world’s population now online (Pew Research Center), it is little wonder that the role of printed communications is changing. The challenge is that the time spent with various media is rapidly shifting from traditional channels such as radio, TV, and print to internet and mobile channels. This means the role of printed communications must be readjusted and redefined in the broad spectrum of all media.
Not surprisingly advertising dollars are now moving to online and mobile markets. According to PWC Global Entertainment and Media Outlook 2013, internet advertising grew by about 16%, and mobile advertising by 47% in 2013.
This has major implications for key areas of printed communications of interest to Print Service Providers.
• Direct mail and direct marketing catalogue volume has suffered at the hands of the recent recession and the rise of electronic media. Although both remain key marketing channels for businesses, they are increasingly being orchestrated alongside digital forms of communications.
• Transactional printing – unlike direct mail and catalogues, which are business-driven marketing expenditures, transactional printing is increasingly consumer-driven since recipients dictate their preferred delivery methods
• Books – Electronic media has profoundly disrupted the book publishing industry by fundamentally altering the dynamics of how books are sold and consumed. Book publishers and book printers are adjusting to the fast moving realities of the market and tapping new business models enabled by publishing in a multichannel world.
• Newspapers and magazines have been impacted by online advertising, rising postal costs, and competition from electronic media. Newspapers and magazines remain widely read and trusted, however, and publishers are finding new and innovative ways to combine print with electronic channels.
Our new white paper, Multichannel Communications The Evolution of Printing in a Connected World, examines how advertisers and publishers are adapting printed products to multichannel realities in a number of key markets: direct mail and direct marketing catalogues; transactional printing; books; and newspapers and magazines.