New York, NY (PRWEB) August 21, 2007
It's time for The Industry Measure's annual look at the digital printing marketplace. This year, we'll take a different look at this topic than we have in the past. Instead of providing a snapshot of the current status of the industry (which is well known), we have geared this report toward vendors serving the digital printing marketplace. Insights are offered in three separate areas: Insights from our sales opportunity, business challenges, and planned investment questions as they relate to meeting the needs of digital printers; results from IM's attempts to survey printers and creatives on their digital print volumes, static and personalized, and the insights that can be gained from those numbers; and investment projections for the number of digital press units to be sold in the next 12 months. We look forward to your feedback. - The Industry Measure
As a process, digital printing has gained widespread adoption. But the shops adopting these technologies have unique challenges and needs that are often hidden, even from themselves. By looking into The Industry Measure data for digital print shops, and comparing it to the data for graphic arts firms overall, valuable insights can be gleaned into meeting the needs of these service providers. The Industry Measure Special Report "Digital Printing 2007: Key Issues for Vendors" takes a detailed look at digital printers' sales opportunities, business challenges, and planned investments to provide insights for serving this important customer base.
Planned investments provide another benefit to vendors, as well. All of IM's planned investment categories for hardware and software are listed, with results for both digital printers and graphic arts firms overall. By understanding where digital printers' planned investments are higher than average, this provides important insights for marketing and targeting.
Also included in the report are the current investment projections for a variety of digital printing equipment, both black-and-white and color. These projections have been created by The Industry Measure twice yearly since the inception of its Printing surveys. Historically, however, the projections have been available only for subscribers to IM's large Printing market surveys. Now, they are being made available in the Special Report format.
The third component of "Digital Printing 2007" is the Industry Measure's look at digital print volumes, both in dollars and pages, generated by commercial printers and creative firms. Data is gathered by output device, and in the case of creatives (ad agencies, corporate designers, graphic designers, commercial photographers), market projections are created based on available demographic data. Gathering these data is far more challenging than other market topics, so they are to be considered more as an industry poll than projectible figures, but they still provide interesting insights for vendors looking to understand and serve this key customer base.
- Digital printers are a confused group. They are 29% more likely to cite "selling programs, rather than one-off sales" as a top sales opportunity, but only 6% cited "changes in sales compensation models to reflect program selling/business development rather than traditional sales" as a top business challenge. This type of disconnect between ideals and reality is substantial among digital print shops and needs to be addressed.
- In spite of this disconnect, digital printers seem to be optimistic about their future expansion. They are 71% more likely to cite "adding/making room for additional equipment and services" as a top sales opportunity than graphic arts firms overall.
- If digital printers are going to purchase digital printing equipment, there are dramatic differences between whether they are purchasing new or used, or as an upgrade or additional capacity, based on whether the machine is black-and-white or color.
- There were some surprises in the dollar- and page-volume data, as well. For example, although print providers are producing more static pages on digital b&w printer/presses, these machines drop to fourth in dollars generated. This speaks to just how commoditized these static, print-on-demand jobs have become.
The Digital Printing 2007: Key Issues for Vendors Report is available for immediate 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 136-page report is $695. Industry Measure eStore customers can download these reports 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.
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The Industry Measure
The Industry Measure
Heidi Tolliver Nigro