Reston, VA—The graphic communications industry can anticipate a dynamic and evolving media and marketing communications landscape over the next three years, according to a new PRIMIR study, Media Mix and the Impact on Print: 2003-2007-2012. By the end of 2007, total U.S. media and marketing communications spending levels exceeded $779 billion, with a five-year compound annual growth rate of 2%. Advertising media spending accounted for only 32% of this total, with a softening of spending levels in 2007 and overall declines in 2008 and 2009. In contrast, non-media spending channels continued to grow at a 3% compound annual growth rate, fueled by steady investments in promotional programs.

The study identifies six notable marketplace forces that will be the primary drivers behind media and marketing communications spending through 2012. Among them, the increasing diversity and growth in the 65+ population segment; the mushrooming adoption rates for Internet-enabled mobile devices and, obviously the global economy.

The ultimate by-product of the six notable market forces is the continual fragmentation of audiences. It will be increasingly difficult to cost-effectively transmit marketing communications that reach a critical mass of target consumers. Not only will marketers and media outlets refine their thinking about integrated communications programs, but they will also evaluate the individual components of 360-degree communications plans (the practice of using multiple media channels to surround target audiences with advertising message exposure opportunities) to ensure effectiveness and the ROI of each. The printing industry will need to effectively demonstrate its reach and effectiveness to maintain share of the media mix pie.

While an economic recovery will help rebuild demand for some print industry products and services, clearly, firms in the industry supply chain will need to innovate and explore opportunities to develop new product offerings and services outside their traditional core businesses.

The comprehensive study, Media Mix and the Impact on Print: 2003-2007-2012, identifies a number of recommendations for all participants in the print supply chain. The report is now available for purchase at the WhatTheyThink store.