NEW YORK -- September 16, 2004 -- TrendWatch Graphic Arts today announced the results of their most recent report, "CrossMedia: The Birth and Death of a Buzzword." According to the report, cross-media use is up across all segments of the graphic arts industry, led by corporate design departments which indicated that 73% are actively involved in cross-media campaigns. This is consistent with TNS Media Intelligence findings, which recently reported that ad spending in the first half of 2004 increased 9.7% to $67.6 billion over last year. What is most notable about this increase is that the greatest growth was in online ad spending (25.9%).
Traditionally, select segments have been resistant to implementing cross-media programs. According to the report, publishers (book, magazine and catalog) and print service providers have made great strides towards embracing digital media opportunities. "Cross-media campaigns that involve print advertising" was a top sales opportunity for 36% of publishers (up from 31% in the prior survey) and the #1 sales opportunity for publishers is "improving our Web site" cited by 70% of respondents (up from 43% last year). As for print providers, 14% of print and prepress firms cited "providing new e-services to our customers" as a sales opportunity. Though this is still low, it's the highest in the history of the TWGA's printing surveys.
"For the first time, we're observing cross-media as having made that transformation into the mainstream choice for promotion campaigns," notes Lisa Cross, TWGA Analyst. "In other words, it's no longer 'should we' implement a cross-media campaign but 'how should we.' With the tools in place, the strategy of the campaign has become the critical element. This is exemplified most clearly in the campaigns being used by the 2004 presidential candidates. Web sites, online forums, and internet news outlets are just as impacting to their success now as were the traditional printed bumper stickers, postcards, and yard signs used by past campaigns. This is a trend that aims to effect how ad agencies strategize, publishers distribute information and printers coordinate marketing campaigns of the future."
According to the Report...
-- WEB SITE #1: The #1 sales opportunity for publishers in Summer 2004 is "improving our Web site" cited by 70% of respondents: 83% of book publishers (up from 37%), 78% of catalogers (up from 51%), and 57% of magazine publishers (up from 43%);
-- PUBLISHER PLANS: "Cross-media campaigns that involve print advertising" was the a sales opportunity for 36% of publishers (up from 31% in the prior survey);
-- AD AGENCY PLANS: In Summer 2004, "e-mail campaign management and execution" was a sales opportunity for 28% of ad agencies, up from 14% six months earlier;
-- E-SERVICES RISE FOR PRINTERS: In Spring 2004, 14% of print and prepress firms cited "providing new e-services to our customers" as a sales opportunity. Sure this is low, but it's the highest in the history of the Printing survey;
-- PROGRAMMING IN DEMAND: In Summer 2004, "Web site programming" as a sales opportunity shot from 18% to 29%-far higher than it's ever been before
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