I had a chance to peruse the American Recovery and Reinvestment Act of 2009 (PDF link) (the so-called economic stimulus package), all 407 pages of it, online in PDF format. Not that I was thinking there was anything in it for me, mind you.  But a client asked me what the impact of the stimulus would be on the printing industry, so I decided to look.

A quick search shows that the word "print" or a derivative shows up only twice in the entire document: it provides for notification by print or broadcast media for certain individuals whose contact infomation is not sufficient (Page 147); on Page 179, it says, "The website shall include printable reports on covered funds obligated by month to each State and congressional district."  Internet, on the other hand, is mentioned 19 times, largely driven by the $7.2 billion which is included for the development of broadband networks in rural and underserved areas, as well as funding for broadband equipment serving educational government and medical institutions.

So what does this all mean for us?  A recent B2B article provided some interesting information.  The industries most affected are commercial construction, alternative energy, telecommunications, computer hardware & software, and of course, those darn financial institutions.  In most of these industries, companies are looking at various associated marketing initiatives.  For example, Contec Construction Products reports a shift from brand awareness activities to more focused marketing targeted at the public sector.  A company representative said, "We are shifting from print media to more electronic tools and taking more of a rifle-shot apporach to target places where dollars are being spent."  This will include the creation of web microsites for sectors such as military and engineering, and targeted email to promote such products as precast bridges.  Relative to alternative energy, a manufacturer of solar rooftop panels said, "Through low-cost marketing and Web 2.0 tools, we can target in on specific market segments that are excited by the bill."  And it continues ...

This reinforces even more the prediction of Dr. Joe Webb and others that the current economic situation we are experiencing, augmented by the severe structural change our industry is undergoing, will result in an industry that looks very different when this is all over.  It also reinforces the advice that printing firms must move their services beyond ink or toner on paper to survive and thrive in the new world of integrated marketing.