Media Spending Study Estimates How Content Creators Will Allocate Marketing Dollars
Press release from the issuing company
NEW YORK -- May 30, 2007 -- The Industry Measure today released its special mini-report, “Media Spending Survey: The Industry Measure estimates and forecast of media buyers’ spending on selected media,” which provides an overview of the new media landscape and attempts to quantify marketing spending by media across a variety of content creators. The 39-page report examines the proliferation of old, new, and newer media technologies and platforms and provides an overview of the media on which graphic designers, ad agencies, and publishers have been focusing their marketing energies, and how they envision that media mix changing in the next 12 months.
“The Media Spending Survey” looks at old and new media in the context of many of the creative markets The Industry Measure regularly surveys -- graphic designers, ad agencies, corporate design departments, and book, magazine, and catalog publishers -- and, based on original research, gauges current levels of spending by medium and provides a 12-month forecast.
The current report is a complement to the ongoing Industry Measure “multichannel mix” reports that examine the changing media landscape. Previous reports in this series include “The Multichannel Mix -- Publishers: The Role of Print, Web, Wireless, and Other Platforms in Today’s New Media Environment” (October 2006) and “The Multichannel Mix -- Print and Prepress: The Opportunities for Print and Prepress Providers in Today’s New Media Landscape” (April 2007). “The Multichannel Mix -- Design & Production: The Opportunities for Creatives in Today’s New Media Landscape” is due to be published in June 2007.
Industry Measure reports are available for online purchase at the Industry Measure eStore in PDF format (http://www.theindustrymeasure.com).
“As we typically say in this space, marketers, advertisers, publishers, and anyone else who develops content have all been wrestling with an increasingly diverse media mix. While precisely quantifying media spending -- be it today or, especially, tomorrow -- is fraught with difficulty and uncertainty, we feel that we have developed a methodology that takes into account past, present, and future trends while adhering to The Industry Measure’s usual skeptical and contrarian viewpoint.”
According to the Report
- In Spring 2007, the average media buyer spends about $27,000 on printing for collateral print projects;
- In Spring 2007, the average media buyer spends about $24,000 on printing for direct mail (not variable) print projects;
- In Spring 2007, the average media buyer spends about $37,000 on variable/1:1 personalized printing.
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