GAMIS to Complete Research on Variable Data Imaging, Direct Mail
Monday, October 27, 2003
Alexandria, Va., October 24, 2003 — The Graphic Arts Marketing Information Service (GAMIS), a special interest group of the Graphic Arts Technical Foundation/Printing Industries of America (GATF/PIA), the leading market research association for the printing industry, announced that is has launched two new research efforts. Variable Data Imaging Printing Opportunities with Digital Presses — This research will delve further into variable imaging printing to gain an understanding of the detailed process from database to bindery and mailing as well as the most beneficial applications by customer market segments. It will identify the barriers and drivers for growth of this functionality and how the barriers can be overcome in the future. The study will include an ROI analysis demonstrating the value of variable data imaging as compared to a static printed piece. It will also include 7-10 case studies of adopters and non-adopters of variable imaging printing capabilities. The GAMIS study of Variable Data Imaging Printing Opportunities with Digital Presses will be completed by INTERQUEST of Charlottesville, VA in late spring 2004. The Future of Direct Mail -- This study will focus on the North American non-catalog direct mail industry using data from year-end 2003 with forecasts through 2008, taking into account the impacts of technology, economic/social issues and demographics. It will assess the unique capabilities of direct mail and determine whether direct mail has core, sustainable competitive advantages over alternative media. The research will identify user segments likely to significantly increase or decrease their use of direct mail, and the likely reasons for their decisions. It will identify the probable strategies of direct mail marketers, like the increased use of CRM systems, as they adapt to the ever-changing business and consumer environment, and compete with alternative media such as TV, radio, newspapers/magazines and the Internet. The study on The Future of Direct Mail will focus on the broad direct mail segments, including business-to-business and business-to-consumer and on heavy direct mail users such as credit card issuers, mutual funds, insurance companies, fund raisers, sweepstakes, books/CD's/tapes and loyalty programs for frequent flyers and shoppers. Uniquely, the study will offer insights into how the printing industry can promote greater use of direct mail. The Future of Direct Mail study will be completed for GAMIS by Kubas Consultants, Toronto, Ontario, Canada and will be completed in June 2004. For more information about these studies which will be available exclusively through membership in GAMIS, contact Jackie Bland, GAMIS Executive Director at (703) 519-8179 or by e-mail at email@example.com. Membership details are also found on the web at www.gamis.org.