ALEXANDRIA, VIRGINIA (April 30, 2001) Kadence Business Research, Framingham, Massachusetts, has begun work on a special study that will delve into print advertising. Hired by the Graphic Arts Marketing Information Service (GAMIS) to explore Advertising as a Driver for Print, Kadence Business Research will help clarify how, when and why print is selected as the medium of choice over broadcast and other media.
The goal of the study is to develop scenarios for print as an advertising medium five years into the future. Kadence will be interviewing ad agencies, media planners and corporate print buyers to determine which print products are most likely to be used in the future, which industries are more likely to use print advertising than other media, and which consumers are best targeted with print media.
The research will also define both historical and forecast trends for print advertising broken out by the various products such as magazines, newspapers, direct mail, etc., elaborating on both key drivers and threats that will influence the use of print over other media.
Kadence Business Research is expected to present their findings to GAMIS members in the fall of 2001.
GAMIS is a special industry group of Printing Industries of America (PIA), Incorporated, dedicated to providing its members with current, relevant market data and information on the graphic arts and related fields. The principal benefits of the organization are member-directed research studies, quarterly meetings, market research skills building, and unlimited networking opportunities.
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