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PRIMIR Launches New Research on Retail Advertising Trends for Release in Fall

Friday, August 15, 2014

Press release from the issuing company

New Industry Research Will also Examine Adaptation Strategies for Printing Equipment Manufacturers

Reston, VA - PRIMIR, the Print Industries Market Information and Research Organization, the research arm of NPES, announced the organization has commissioned two new research studies that will be completed this fall.

The first, "The Future of Retail Advertising," will update findings of a prior PRIMIR report completed in 2005. This study will address the current and future status of retail firms' use of advertising, with a focus on print media. It will investigate brick and mortar and online establishments, including advertising media, barriers and drivers, trends and growth areas. Segments included are direct mail (blast and targeted), inserts, and digital media (mobile, online, coupons, QR codes, Purls, etc.). Baseline data will be for 2011/12 with projections through 2015/16. The study will also provide historical background and will address distribution, use of variable data printing, and emerging applications.

According to Jennifer Young, PRIMIR task force co-chair and Director of Marketing Services, Verso Paper Corp., "Retail advertising is a major end-use segment for the printing industry and PRIMIR member companies. With the proliferation of digital media options, it is imperative that all firms in the print value chain understand present and future trends in customer acquisition and retention in the retail sector, which is evolving rapidly."

The second study, "Adaptation Strategies for a Changing Business Environment by Printing Equipment Manufacturers," will provide an analysis of North American business models for manufacturers and importers of printing and post-press equipment. Manufacturer revenues and trends in the proportion of sales from other revenue sources such as service, parts, installation, rebuilding, and consulting will be provided. The study will examine printer needs and changing purchasing practices and forecast trends through 2019. It will also explore differences between large and small equipment suppliers, as well as differences between digital and traditional press manufacturers. "

Mike Troy, Marketing & Sales Administration Manager, FUJIFILM North America Corporation, and PRIMIR task force co-chair, noted, "Over the past five years, new equipment sales have lagged dramatically for conventional printing press manufacturers as well as manufacturers of in-line and auxiliary equipment. NPES data demonstrates that digital print equipment sales are on a strong positive trend while 'conventional' equipment sales show a flat to negative trend. NPES and PRIMIR members seek to understand opportunities and challenges to their current business model, offerings and practices, and how they can address these changing conditions."

Findings from both the "retail advertising" and "adaptation strategies" research will be revealed at the upcoming NPES 2014 Annual Conference and PRIMIR Winter Meeting, slated for November 2-4 in Charleston, SC.


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