Industry Measure Releases Its Annual Creative Industry Forecast

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The Industry Measure has released its seventh annual forecast of the graphic design and production markets with "Creative Forecast 2008." The new special report is The Industry Measure's look at the trends and forces that will impact ad agencies, graphic designers, Web designers and developers, corporate design and Internet departments, and commercial photographers in the next 12 months and beyond. "Creative Forecast 2008" looks at how creatives fared in the past 12 months, how they expect to fare in the next 12 months, and what the most important issues and trends affecting their businesses are, both today and tomorrow.

The Industry Measure today released its special report, "Creative Forecast 2008: The Industry Measure Perspective on the Challenges and Opportunities for Graphic Design and Production Companies in the Next 12 Months and Beyond," The Industry Measure's annual look at the year ahead for ad agencies and graphic designers working in print, Web, and other media. The 231-page report analyzes the prevailing economic environment, the current state of the industry (drawing on U.S. government data as well as The Industry's Measure's own 12-year historical database of survey results), and details the major forces these highly dynamic markets will have to contend with in the next year. "Creative Forecast 2008" also takes an in-depth look at the most recent Industry Measure survey results on such hot topics as multichannel marketing, digital and variable-data printing, wide-format graphics, and more. The report also presents The Industry Measure's latest investment projections for more than 100 equipment, hardware, and software categories.

"Creative Forecast 2008" also provides a comprehensive look at current media trends, analyzing how new media technologies and platforms, and an increasing emphasis on multichannel marketing as well as "Web 2.0" and viral marketing, are creating unprecedented challenges--and opportunities--for creatives across the board.

"Creative Forecast 2008" complements The Industry Measure's "Publishing Forecast 2008" (published in November 2007), which covers the book, magazine, and catalog publishing markets, and the forthcoming "Printing Forecast 2008" (to be published in January 2008), which covers the commercial printing and prepress markets. These three individual reports are also available in discounted "combination packs."

Industry Measure reports are available for online purchase at the Industry Measure eStore in PDF format (

Researcher's Comments ...

"The biggest marketing trend of 2007 was that conventional notions of branding have been turned on their head. In the new world of Web 2.0, the blogosphere, and viral video, consumers have stopped being passive viewers, soaking up advertising and marketing pitches. Now, they are active contributors and collaborators, deciding themselves what's worth touting. As a result, the most successful marketing campaigns have been those that exist outside traditional marketing strategies. Do we say goodbye to Madison Avenue? Meanwhile, digital printing continues its rapid adoption by print buyers, and wide-format projects are growing. Where will all of this lead? No one has a crystal ball, of course, but we do have data, which is the next best thing."

According to the Report ...

  • in 2007, the top three planned investment categories for creatives of all types were workstations, flat-panel LCD monitors, and photo editing software;
  • in Summer 2007, 16% of Web design and development firms cited "getting more print media work" as a sales opportunity;
  • in Winter 2006/2007, 25% of ad agencies said they currently use viral marketing for promoting their clients' products or services, and 34% said that viral marketing would become moiré important in the next 12 months.

Availability ...
The Industry Measure special report, "Creative Forecast 2008: The Industry Measure Perspective on the Challenges and Opportunities for Graphic Design and Production Companies in the Next 12 Months and Beyond" is available for purchase by visiting the secure Industry Measure eStore online at or by phone at 866-873-6310. The price for the 231-page report is $995. Industry Measure eStore customers can download this report in PDF Acrobat format immediately after purchase. An Executive Summary of this report is available for $99.

Editor's Note ...
Additional information pertaining to each report is available for editorial purposes. Please make inquiries directly to Deborah Papineau (866-873-6310 or

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 (, via email ( 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

Editorial Contacts:
Richard Romano
Heidi Tolliver Nigro


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Deborah Papineau
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