The Multichannel Mix Part II--Printers

EXECUTIVE SUMMARY

The New Media Environment

Relevance to the Printing Industry

The Multichannel Mix

New Media Challenges and Opportunities

Challenges

Opportunities

Non-Print Service O.erings

Print Buyers and New Media

Design and Production Establishments

Publishers

Media Channels Changing

Publishers’ Conclusions

Conclusions

Notes and References

INTRODUCTION

How This Report Is Organized

For More Information

Notes and References

SECTION 1: MEDIA MIX BACKGROUND

Media: Old, New, and Newer

Relevance to the Printing Industry

The Multichannel Mix

The Myth of Value-Added Services

Notes and References

SECTION 2: NEW MEDIA CHALLENGES AND OPPORTUNITIES FOR

PRINT AND PREPRESS FIRMS

Top Challenges

New Media Challenges

Adding New/Cross-Media as a Challenge

Top Opportunities

New Media Opportunities

Non-Print Service Offerings

Conclusions from this Section

SECTION 3: PRINT BUYERS AND NEW MEDIA

Design and Production Establishments

Top Opportunities

Cross-Media Opportunities

Web Opportunities

E-Mail Campaign Opportunities

Electronic Publication Opportunities

Value-Added Services

Conclusions

Publishers

Web Site Opportunities

E-Mail Newsletters and Direct E-Mail Campaigns

Newer Media

E-Books

E-Zines

The Multichannel/Cross Media Environment

Cross Media

In Sum

SECTION 4: CONCLUSIONS AND RECOMMENDATIONS

The Future of Graphic Design?

Back to Earth

Recommendations

The Final Words

Notes and References

APPENDIX A: GLOSSARY OF MEDIA

APPENDIX B: THE INDUSTRY MEASURE METHODOLOGY

The Industry Measure Today

Historic Background

Survey Design

Survey Sampling, Incentives, and Response Rates

Sampling Strategy

Non-Response Bias

Other Background Research

Who’s Who at The Industry Measure

The Industry Measure Report Editorial and Production Sta.

Table of Figures

Figure 1: Top 10 Business Challenges, All Print and Prepress Establishments, Fall 2006

Figure 2: “Understanding Where Our Business Should Go in the Future” as a Business Challenge, All Print and Prepress Establishments, 1995-2006

Figure 3: “Competition from Multimedia/Internet” as a Business Challenge, All Print and Prepress Establishments, 1997-2006

Figure 4: “Replacing Jobs Lost to Internet or PDF Non-Print

Publishing” as a Business Challenge, All Print and Prepress Establishments, 2000-2006

Figure 5: Top 10 Sales Opportunities, All Print and Prepress Establishments, Fall 2006

Figure 6: “Creating Internet Web Pages for Customers” and “Hosting/Maintaining Web Sites for Customers” as Sales Opportunities, All Print and Prepress Establishments, 1996-2006

Figure 7: “Providing New E-Services to Our Customers” as a Sales

Opportunity, All Print and Prepress Establishments, 2000-2006 Figure 8: “Helping Our Customers Implement E-Mail Marketing Campaigns” as a Sales Opportunity, All Print and Prepress Establishments, 2000-2006

Figure 9: “Adding Cross-Media Services (Same Graphic Elements Are Used in Print, Internet, Broadcast or Other)” as a Sales Opportunity, All Print and Prepress Establishments, 2000-2006

Figure 10: “Do You Offer Clients Any New Media/Non-Print Related Services (like Web Site Design/Hosting, E-Mail Campaign Design/Development, Etc.)?” All Print and Prepress Establishments, Spring 2006

Figure 11: “If Yes, Which of the Following New Media/Non-Print Services Does Your Company Offer Clients?” All Print and Prepress Establishments, Spring 2006

Figure 12: “If Yes, Are These Services…” All Print and Prepress Establishments, Spring 2006

Figure 13: Top 10 Sales Opportunities, All Design & Production Establishments, Winter 2006/2007

Figure 14: “Cross-Media Communications Campaigns” as a Sales Opportunity, All Design & Production Establishments, 1998/1999-2006/2007

Figure 15: “Web Page Design” and “Web Page Maintenance” as Sales Opportunities, All Design & Production Establishments, 1996-2006/2007

Figure 16: “Web Site Programming (HTML, XML, etc.)” as a Sales Opportunity, All Design & Production Establishments, 1998/1999-2006/2007

Figure 17: “E-Mail Campaigns” as a Sales Opportunity, All Design & Production Establishments, 2001-2006/2007

Figure 18: “Which of the Following Services of Printers Provide the Greatest Value to Your Business and Your Clients”? All Design & Production Establishments, Winter 2006/2007

Figure 19: Top 10 Sales Opportunities, All Publishers, Summer 2006

Figure 20: “Improving Our Web Site” and “Driving Traffic to Our Web Site” as Sales Opportunities, All Publishers, 2003-2006

Figure 21: “E-Newsletters” as a Sales Opportunity, All Publishers, 2004-2006

Figure 22: “E-Mail Campaign Design, Development” and “E-Mail Campaign Management, Execution” as Sales Opportunities, All Publishers, 2001-2006

Figure 23: Selected Newer Media Opportunities, All Publishers, Summer 2006

Figure 24: “Cross-Media Campaigns Involving Opportunity, All Publishers, Summer 2006

Figure 25: Top 10 Business Challenges, All Print and Prepress Establishments, Fall 2006

Figure 26: “Understanding Where Our Business Should Go in the Future” as a Business Challenge, All Print and Prepress Establishments, 1995-2006

Figure 27: “Competition from Multimedia/Internet” as a Business Challenge, All Print and Prepress Establishments, 1997-2006

Figure 28: “Replacing Jobs Lost to Internet or PDF Non-Print Publishing” as a Business Challenge, All Print and Prepress Establishments, 2000-2006

Figure 29: “Adding Cross-Media Services (Same Graphic Elements Are Used in Print, Internet, Broadcast, or Other)” as a Business Challenge, All Print and Prepress Establishments, 2000-2006

Figure 30: “Building a Profitable Web Site Design Business” as a Business Challenge, All Print and Prepress Establishments, 1999-2006

Figure 31: Top 10 Sales Opportunities, All Print and Prepress Establishments, Fall 2006

Figure 32: “Creating Internet Web Pages for Customers” as a Sales Opportunity, All Print and Prepress Establishments, 1996-2006

Figure 33: “Hosting/Maintaining Web Sites for Customers” as a Sales Opportunity, All Print and Prepress Establishments, 1998-2006

Figure 34: “Providing New E-Services to Our Customers” as a Sales Opportunity, All Print and Prepress Establishments, 2000-2006

Figure 35: “Helping Our Customers Implement E-Mail Marketing Campaigns” as a Sales Opportunity, All Print and Prepress Establishments, 2000-2006

Figure 36: “Adding Cross-Media Services (Same Graphic Elements Are Used in Print, Internet, Broadcast or Other)” as a Sales Opportunity, All Print and Prepress Establishments, 2000-2006

Figure 37: “Do You Offer Clients Any New Media/Non-Print Related Services (like Web Site Design/Hosting, E-Mail Campaign Design/Development, Etc.)?” All Print and Prepress Establishments, Spring 2006

Figure 38: “If Yes, Which of the Following New Media/Non-Print Services Does Your Company Offer Clients?” All Print and Prepress Establishments, Spring 2006

Figure 39: “If Yes, Approximately What Percentage of Your Company’s Total Billings Do These New Media/Non-Print Services Comprise?” All Print and Prepress Establishments, Spring 2006 Figure 40: “If Yes, Are These Services…” All Print and Prepress Establishments, Spring 2006

Figure 41: Top 10 Sales Opportunities, All Design & Production Establishments, Winter 2006/2007

Figure 42: Top 5 Sales Opportunities Year-Over-Year Comparison, 1996/1997-2006/2007

Figure 43: “Cross-Media Communications Campaigns” as a Sales Opportunity, All Design & Production Establishments, 1998/1999-2006/2007

Figure 44: “Web Page Design” as a Sales Opportunity, All Design & Production Establishments, 1996-2006/2007

Figure 45: “Web Page Maintenance” as a Sales Opportunity, All Design & Production Establishments, 1996-2006/2007

Figure 46: “Web Site Programming (HTML, XML, etc.)” as a Sales Opportunity, All Design & Production Establishments, 1998/1999-2006/2007

Figure 47: “Web Site Strategy Services for Clients” as a Sales Opportunity, All Design & Production Establishments, 1999-2006/2007

Figure 48: “E-Mail Campaigns” as a Sales Opportunity, All Design & Production Establishments, 2001-2006/2007

Figure 49: “Web Magazine Design, Creative” as a Sales Opportunity, All Design & Production Establishments, 2002/2003-2006/2007

Figure 50: “Electronic-Only Publications” as a Sales Opportunity, All Design & Production Establishments, 2002/2003-2006/2007

Figure 51: “Which of the Following Services of Printers Provide the Greatest Value to Your Business and Your Clients”? All Design & Production Establishments, Winter 2006/2007

Figure 52: Top 10 Sales Opportunities, All Publishers, Summer 2006

Figure 53: Top 5 Sales Opportunities Year-Over-Year Comparison, All Publishers, Summer 2002-Summer 2006

Figure 54: “Improving Our Web Site” and “Driving Traffic to Our Web Site” as Sales Opportunities, All Publishers, 2003-2006

Figure 55: “Internet Advertising” as a Sales Opportunity, All Publishers, 2004-2006

Figure 56: “E-Newsletters” as a Sales Opportunity, All Publishers, 2004-2006

Figure 57: “E-Mail Campaign Design, Development” and “E-Mail Campaign Management, Execution” as Sales Opportunities, All Publishers, 2001-2006

Figure 58: Selected Newer Media Opportunities, All Publishers, Summer 2006

Figure 59: “E-Book Production” as a Sales Opportunity, Book Publishers, 2001-2006

Figure 61: Which Media Channels Do You Use Now to Promote Your Services, Products or Publication(s) to Customers? All Publishers, Summer 2006

Figure 62: Which Media Channels Do You See as Becoming More Important in the Next 12 Months to Promote Your Services, Products or Publication(s) to Customers? All Publishers, Summer 2006

Figure 63: Which Media Channels Do You See as Becoming Less Important in the Next 12 Months to Promote Your Services, Products or Publication(s) to Customers? All Publishers, Summer 2006

Figure 64: “Cross-Media Campaigns Involving Opportunity, All Publishers, Summer 2006

Table of Tables

Table 1: Which Media Channels Do You Use Now to Promote Your Services, Products or Publication(s) to Customers, Which Are Becoming More Important, and Which Are Becoming Less Important? All Publishers, Summer 2006

Table 2: Top 10 Business Challenges, Print and Prepress Establishments by Market, Fall 2006

Table 3: “Understanding Where Our Business Should Go in the Future” as a Business Challenge, Print and Prepress Establishments by Market, 1995-2006

Table 4: “Competition from Multimedia/Internet” as a Business Challenge, Print and Prepress Establishments by Market, 1997-2006

Table 5: “Replacing Jobs Lost to Internet or PDF Non-Print Publishing” as a Business Challenge, Print and Prepress Establishments by Market, 2000-2006

Table 6: “Adding Cross-Media Services (Same Graphic Elements Are Used in Print, Internet, Broadcast, or Other)” as a Business Challenge, Print and Prepress Establishments by Market, 2000-2006

Table 7: “Building a Profitable Web Site Design Business” as a Business Challenge, Print and Prepress Establishments by Market, 1999-2006

Table 8: Top 10 Sales Opportunities, Print and Prepress Establishments by Market, Fall 2006

Table 9: “Creating Internet Web Pages for Customers” as a Sales Opportunity, Print and Prepress Establishments by Market, 1996-2006

Table 10: “Hosting/Maintaining Web Sites for Customers” as a Sales Opportunity, Print and Prepress Establishments by Market, 1998-2006

Table 11: “Providing New E-Services to Our Customers” as a Sales Opportunity, Print and Prepress Establishments by Market, 2000-2006

Table 12: “Helping Our Customers Implement E-Mail Marketing Campaigns” as a Sales Opportunity, Print and Prepress Establishments by Market, 2000-2006

Table 13: “Adding Cross-Media Services (Same Graphic Elements Are Used in Print, Internet, Broadcast or Other)” as a Sales Opportunity, Print and Prepress Establishments by Market, 2000-2006

Table 14: “Do You Offer Clients Any New Media/Non-Print Related Services (Like Web Site Design/Hosting, E-Mail Campaign Design/Development, Etc.)?” Print and Prepress Establishments by Market, Spring 2006

Table 15: “If Yes, Which of the Following New Media/Non-Print Services Does Your Company Offer Clients?” Print and Prepress Establishments by Market, Spring 2006

Table 16: “If Yes, Approximately What Percentage of Your Company’s Total Billings Do These New Media/Non-Print Services Comprise?” Print and Prepress Establishments by Market, Spring 2006

Table 17: “If Yes, Are These Services…” Print and Prepress Establishments by Market, Spring 2006

Table 18: Top 10 Sales Opportunities, Design & Production Establishments by Market, Winter 2006/2007

Table 19: “Cross-Media Communications Campaigns” as a Sales Opportunity, Design & Production Establishments by Market, 1998/1999-2006/2007

Table 20: “Cross-Media Communications Campaigns that Involve as Sales Opportunities, Design & Production Establishments by Market, Historically

Table 21: “Web Page Design” as a Sales Opportunity, Design & Production Establishments by Market, 1996-2006/2007

Table 22: “Web Page Maintenance” as a Sales Opportunity, Design & Production Establishments by Market, 1996-2006/2007

Table 23: “Web Site Programming (HTML, XML, etc.)” as a Sales Opportunity, Design & Production Establishments by Market, 1998/1996-2006/2007

Table 24: “Web Site Strategy Services for Clients” as a Sales Opportunity, Design & Production Establishments by Market, 1999-2006/2007

Table 25: “E-Mail Campaigns” as a Sales Opportunity, Design & Production Establishments by Market, 2001-2006/2007

Table 26: “Web Magazine Design, Creative” as a Sales Opportunity, Design & Production Establishments by Market, 2002/2003-2006/2007

Table 27: “Electronic-Only Publications” as a Sales Opportunity, Design & Production Establishments by Market, 2002/2003-2006/2007

Table 28: “Which of the Following Services of Printers Provide the Greatest Value to Your Business and Your Clients”? Design & Production Establishments by Market, Winter 2006/2007

Table 29: Top 10 Sales Opportunities, Publishers by Market, Summer 2006

Table 30: “Improving Our Web Site” and “Driving Traffic to Our Web

Site” as Sales Opportunities, Publishers by Market, 2003-2006

Table 31: “Internet Advertising” as a Sales Opportunity, Publishers by Market, 2004-2006

Table 32: “E-Newsletters” as a Sales Opportunity, Publishers by Market, 2004-2006

Table 33: “E-Mail Campaign Design, Development” and “E-Mail Campaign Management, Execution” as Sales Opportunities, Publishers by Market, 2001-2006

Table 34: Selected Newer Media Opportunities, Publishers by

Market, Summer 2006

Table 35: Which Media Channels Do You Use Now, Which Do You See as Becoming More Important in the Next 12 Months, and Which Do You See as Becoming Less Important in the Next 12 Months to Promote Your Services, Products or Publication(s) to Customers? Publi

Table 36: “Cross-Media Campaigns Involving Opportunity, Publishers by Market, Summer 2006

Table 37: Which of the Following Tasks Do You Perform In-House and Which Do You Outsource to Another Business? Creatives, March 2007