It’s no secret that the methods people use to communicate with each other, as well as the ways that companies communicate with citizens, have begun shifting to electronic media. As printers transform their businesses by offering electronic media services and print e-commerce storefronts, the sources they use to obtain information on industry trends, news, and technology are also changing. The shift is similar: more printers are relying on electronic media and personal environments as they strive to stay abreast about what’s happening in the industry. How has the media mix for printers evolved and what does it mean? Recent research gives us a glimpse into the top sources that printers are leveraging to stay informed.

Each year, InfoTrends conducts a number of different studies where we survey printers about their businesses. In many instances we like to track specific trends from year to year. In November 2009, we conducted a survey for our annual Software Investment Outlook, which queries commercial printers, quick printers, digital printers, and marketing services companies about the software they use and their investment plans for the upcoming year. We also asked a number of questions about the business development initiatives that printers have, including the top three information sources they use to learn about trends, technology, market intelligence, and other industry news. Trade magazines won out as the top information source, with e-mail newsletters and trade shows/conferences rounding out the top three.

In September 2010, while surveying a similar base and count of print companies for a research initiative concerning the use of business development and professional services, respondents were asked the same question. What a difference a year made! While trade magazines remained the top information source, there was a 9% drop in the share of printers choosing them as one of their top three sources. There was also a noticeable increase in the share of printers who adopted e-mail newsletters, one-on-one meetings with vendors, industry Websites/blogs, and educational Webinars.