New Industry Measure Report Looks at the Present and Future of New Media Marketing

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The Industry Measure today released its special report, "The Multichannel Mix--Creatives: The Role of Print, Web, Wireless, and Other Platforms in Today's New Media Environment" which provides a detailed overview of the new media landscape as it applies to ad agencies, graphic designers, corporate design departments, and commercial photographers.

The Industry Measure today released its special report, "The Multichannel Mix--Creatives: The Role of Print, Web, Wireless, and Other Platforms in Today's New Media Environment" which provides a detailed overview of the new media landscape as it applies to ad agencies, graphic designers, corporate design departments, and commercial photographers. The 147-page report examines the vast proliferation of new (and newer) media technologies and platforms and provides a critical analysis of where graphic design and production professionals have been focusing their energies, where they have not, and where they will likely need to in the next 12 to 18 months.

What is the current perception of Web publishing as an opportunity? What about e-mail campaigns? Blogs? Podcasting? Webcasting? RSS? Mobile media? Third-party studies have found these new and newer media becoming more important to consumers and, perhaps more importantly, to advertisers and marketers. To what extent are those who produce advertising and marketing materials following suit?

"The Multichannel Mix" looks at these technologies and platforms in the context of each of the graphic design and production markets The Industry Measure regularly surveys-- ad agencies, graphic designers, corporate design departments, and commercial photographers--and draws on the 12-year Industry Measure/TrendWatch Graphic Arts historical database to track adoption rates and interest in new and newer media.

The report also provides data on such recent survey questions as "which media channels do you use now, which do you see becoming more important in the next 12 months, and which do you see becoming less important in the next 12 months?" Original Industry Measure survey data are supplemented with secondary research sources to provide a comprehensive look at the past, present, and potential future of the new media impact on advertising and marketing.

The report also provides a glossary of new media technology terms and buzzwords.

This report is the third in a series. Previous reports examined the impact of new and newer media on publishers and commercial printers.
Industry Measure reports are available for online purchase at the Industry Measure eStore in PDF format (http://www.theindustrymeasure.com).

Researcher's Comments...
"Marketers, advertisers, and anyone else who develops content have all been wrestling with an increasingly diverse media mix. What does this mean for the concept of 'mass media'? What are the consequences of this media mix for those who develop content? What strategies have advertisers and marketers been implementing? What strategies should they implement?"
According to the Report…
-- in Summer 2007, 12% of all graphic design and production firms cited "using the Internet more effectively" as a business challenge, an all-time low;
-- in Summer 2007, 45% of ad agencies said that "variably-printed direct mail" was becoming more important for marketing;
-- in Summer 2007, 29% of ad agencies said that "print catalog mailings" were becoming less important for marketing;

Availability...
The Industry Measure special report, "The Multichannel Mix--Creatives: The Role of Print, Web, Wireless, and Other Platforms in Today's New Media Environment" is available for purchase by visiting the secure Industry Measure eStore online at http://www.theindustrymeasure.com or by phone at 866-873-6310. The price for the 147-page report is $995. Industry Measure eStore customers can download this report in PDF Acrobat format immediately after purchase.

About The Industry Measure...
The Industry Measure specializes in the assessment of trends and changes in graphic communications markets by providing timely and strategic information, hard-hitting market analysis and concise expert opinion. The reports have earned the reputation for containing the most reliable and timely industry intelligence in the graphic arts and graphic design marketplaces. The Industry Measure can be reached on the Web (http://www.theindustrymeasure.com), via email (info@ theindustrymeasure.com) or toll-free by phone at 866-873-6310.

All brand names, trademarks, and registered trademarks are the property of their respective owners.
Press/Business Contacts…
Deborah Papineau
The Industry Measure
T: 866-873-6310
Sales Contact:
Vince Naselli
The Industry Measure
T: 866-873-6310

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