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Redefining the use of print

Redefining the use of print

According to the latest InfoTrends’ study entitled: “Understanding Vertical Markets in Western Europe: Corporate Communication Requirements’, print is still a solid and valuable communications channel.

However, the study also concludes thatwhile print will remain a major component of communications spending, it is declining, as customers start to focus on mobile and online/web channels.

Print’s future role thus hinges on its ability integrate with the mobile and digital channels.

Steve Adoniou, Group Director of InfoTrends’ Consulting Service explained: “Print’s role is changing, but it is not disappearing. But competition from digital media is reshaping  its use and the production methods used to deliver it. Defending prints’ role will require investment in workflow automation enhancements that improve productivity, delivery speed, and cost.”

The study surveyed 509 large organisations (those with 100 plus employees) in Germany, France, and the United Kingdom, across five vertical markets (financial services, government, healthcare, retail, and manufacturing) to quantify communication spending by key application area and media type, identify sourcing preferences by application and media type, assess

the process for selecting providers and identify strategies and recommendations for business growth by market and application.

“The research study confirms that pursuing a multi-channel communications strategy is important and growing in the European corporate market,” says Lisa Cross, Associate Director of InfoTrends’ Business Development Strategies Service. “Its importance is driven by organisations’ need to serve and communicate with customers that have different delivery requirements and preferences.”

Print makes up a significant portion of European communication spending. Corporate firms spend, on average, €2.9 million annually on print and, during  the past year, print accounted for 40 percent  of respondents’ communication spending.

Respondents expect print’s share of communication spending to decline  by 5.7 pecent over the next two years as the shift to online, mobile, video, and audio channels increases. However, despite this, print will remain the top spending category even after two years.

InfoTrends’ vertical market study on communications trends reveals that overall, there is a migration in corporate firms to using print and digital media together and not to exclusively using one form in lieu of the other. Survey respondents reported that 42 percent of printed marketing materials were linked to digital media channels in past 12 months, while 40 percent plan to combine print and digital media in the future. This finding indicates that firms understand the value of including print in communication efforts.

InfoTrends’ Understanding Vertical Markets in Western Europe: Coroprate Communication Requirements is available immediately for purchase. For more information, please contact Scott Phinney at +1 781 616 2123 or e-mail:

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