New Print Buyer Report Indicates Print Budgets Still Growing; Print Buyers’ Role More Diffuse, Expanding into Marketing
Friday, October 18, 2013
Press release from the issuing company
BOSTON, MA and CHARLOTTETOWN, PEI Canada – Margie Dana, widely known as the founder of Print Buyers International who recently launched a new marketing communications business, has teamed up with industry consultant and researcher John Zarwan to develop a profile of today’s new print buyers. Having surveyed hundreds of professional print buyers across the country, today they released the results in a 40-page report titled “The New Print Buyers: Who They Are, What They Want and What You Should Do.” The report is now available as a PDF online ($99.00). For more information or to purchase the report, go to http://margiedana.com/store/reports/
According to the report, many companies and agencies are not only
continuing to purchase printing, but they are also increasing their annual budgets. “This is an opportunity for commercial printers,” notes Zarwan, “but only if they continue to market to them.” The report also identified several growing needs that in large part are still unmet. “While print buyers increasingly want their printer to offer online ordering, few print buyers currently use web-to-print services. The traditional commercial printer is also being called upon to be more than just a printer. An overwhelming percentage of print buyers want their print provider to offer more than ‘just print’. Printers need to realize that 20% of print buyers today have less than 10 years of experience in that role and are seeking faster, cheaper, and better ways to communicate with their client bases. Print, though still valuable, is just one tool in the communications arsenal.”
Dana adds, “Today, print buying is becoming much more diffuse. Most of the buyers we surveyed are not responsible for all purchases of print within their organization, regardless of their role. Print buying is still primarily found in the purchasing or procurement departments of companies [mentioned by nearly half of all respondents], though marketing’s role in print buying is increasingly important. Print buying is not generally done in a vacuum within the buyer’s organization, as buyers regularly interact with multiple departments. All buyers who seek help go to the graphics department within their organizations, while purchasing managers prefer to seek help from marketing departments.”
The report delves into the make-up, attitudes, work habits, and changing expectations of today’s print decision maker, addressing issues such as:
- What other roles Print Buyers play within the organization;
- The value of closer relationships with marketing departments;
- What other corporate units are involved in sourcing print; and
- What non-print-related services are now in demand.
The role of print—and the print buyer—is changing. Print buyers now may have other, sometimes more important, responsibilities. To understand these changes, Margie Dana teamed up with consultant John Zarwan to develop a profile of the New Print Buyers. They surveyed 315 print buying and marketing professionals in corporations and creative agencies across in the U.S. and Canada to find out how their print buying practices and behaviors may have changed.
This report is now available online for $99. A site license is available for $1000. The report can be purchased at http://margiedana.com/store/reports/.
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