Demand Drivers for Print: A European Perspective

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1 Focused Responsive Credible Visionary Prospectus Headquarters U.S. Libbey Industrial Parkway Weymouth, MA USA Europe Sceptre House 7-9 Castle Street Luton, Beds LU1 3AJ United Kingdom Japan Hiroo Office Building Hiroo Shibuya-ku Tokyo Japan info@infotrends.co.jp InfoTrends is the leading worldwide Demand Drivers for Print: A European Perspective The advent of digital print and alternative media channels has brought about new opportunities as well as threats to print in the advertising and publishing industries. Publishing companies create content for publications such as books, magazines, journals or newspapers, much of which is printed, but an increasing percentage is migrating to electronic format. Advertising companies plan and execute communication strategies for enterprises, and these strategies often results in printed products. InfoTrends is conducting a new study that will size the market, reveal trends, and research the future requirements for print within advertising and publishing. The fi ndings will help print service providers select the right technologies, services, and business models; determine which segments offer the most opportunity; and develop strategies to overcome barriers and incite a wider use of print. Technology providers will gain insight into how to better target products and services to this market, learn how to better support their users to gain volumes in these markets, and determine ways to stimulate demand for print within advertising and publishing. market research and strategic consulting fi rm for the digital imaging and document solutions industry. We provide research, analysis, forecasts, and advice to help clients understand market trends, identify opportunities, and develop strategies to grow their businesses. Additional information about InfoTrends is available on the Web at

2 Introduction Who Should Subscribe? Technology providers Print Service Providers Producers of consumables Graphic arts industry associations Print/media buyers Some are concerned that the Internet and new media could potentially steal volume from print advertising and the fact that publishers are embracing e- books and online content. Are advertisers and publishers turning their back on print or will it remain an essential part of their portfolio? How must print evolve to live up to current and future expectations of the main content creators? This study will examine print demand creating industries and their use of print versus alternative publishing and advertising channels. The study will shed light on the key advantages of digital print as professionals are employing VDP, improved targeting, on-demand production, and shorter cycle times, and will provide an eye into their future plans. The report will also size the market for print within the publishing and advertising industry for 15 countries in Western Europe (Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland and UK) according to establishments, employee size class, and revenues. Project Objectives Establish the role of print in a changing media landscape o Characterize run length and delivery times for printed products and future expectations o Evaluate quality requirements o Analyse environmental concerns regarding paper o Determine how dependent the current market is on print as a communication channel Examine print versus alternative media channels o Reveal the shares of media channels used according to company segments o Project how media shares will develop o Evaluate whether E-books/E-paper are a competitor for printed products o Determine future expectations of advertisers and publishers for printers Understand how advertisers and publishers do business with print service providers o Evaluate the prevalence of insourcing, outsourcing, contracting, ad-hoc printing o Examine how advertisers and publishers communicate with printers page 2

3 Determine criteria used by publishers and advertisers when selecting a print service provider o Specify technology issues according to market segment o Reveal requirements for business tools and processes o Investigate the role of pricing, networks, business relationships, Evaluate how personalisation is being used, the barriers to more widespread adoption, and future plans o Customised books and other publications o True on-demand printing: print run of one o Usage and opportunities for personalised advertising o Barriers to adoption Size the market within the publishing and advertising industry in Western Europe by country o Number of Establishments by employee size class o Revenues and employment o Split by type of company (advertising, publishing subsegments) o Establishment trends o Number of books, magazines, and newspapers published Segmentation of all data according to industry type, company focus, and country Results This research will investigate the current and future ways and extent to which advertisers and publishers use print. It will explore the prevalence of producing print in house versus outsourcing. It will also explore the process through which advertisers and publishing companies select outside service providers as well as how they order products and services. The report will also look at changes in run lengths and order times for print products ordered by advertising and publishing companies. This research will provide a detailed examination of the opportunity for digital print in the publishing and advertising industries. It will reveal the segments and applications in which digital print technologies are most accepted today as well as those that offer the most promising outlook. The research will gauge the interest in personalised communication and determine whether opportunities exist for true on-demand production with the run length of one. Likewise, the report will indicate barriers to the adoption of these processes. In addition, the report will analyse the current and future market size for print sourced from advertising and publishing establishments, especially in respect to digital printing technologies. The report will also offer insight into the size and trends regarding the publishing and advertising industries. The report will provide guidelines on how print service provider and industry suppliers should approach and interface with advertising and publishing companies to meet these companies needs. It will reveal which products, services and strategies printers should focus on and develop to serve these markets better. The report will also offer insight into how page 3

4 equipment and software vendors should develop and market their products to meet the needs of printers serving the publishing and advertising industries and give suppliers the basis for business development tools to help printer serve these industries better. The report will also supply quantitative information on the market for print services within the publishing and advertising industries and size the market for print triggered by these companies. Study Research Web Surveys The research will consist of a Web-based survey of advertisers and publishers in 4 key countries in Europe (Germany, UK, Italy, and the Netherlands). A total of 500 surveys will be conducted with at least 50 respondents per country and type of industry (publishing and advertising) respectively. Personal interviews with leading executives 30 detailed interviews will be conducted with managers in advertising and publishing enterprises and related associations. The interviews will include leading users and specialists in these industries as well as more mainstream service providers. Representatives from industry associations and other industry experts will contribute additional insight. The research will be complemented by a detailed analysis of statistical resources. Deliverables An Executive Summary that addresses key issues, fi ndings, and overall recommendations A detailed written report with charts and graphs illustrating fi ndings A market sizing report detailing establishments, revenue, and the print opportunity within the industries A PowerPoint presentation for internal communication of the research results Extensive data books with cross-tabulations of the survey results for additional analysis of key questions and market segments Schedule InfoTrends intends to begin this project in May Based on the following schedule, the project will be completed with material distributed by September Throughout the project, InfoTrends will issue regular updates on its status. Milestone Completion Week(s) Desk research, development of survey guides, translations 1-5 Survey work 5 9 Personal interviews with leading companies 8 10 Data analysis and report development Report delivery 18 page 4

5 Authorization Form I would like further information. Please have a representative call. Please enter my order as follows (fax completed form to ): Report Pricing Options: Early Bird Pricing Regular Pricing By 4/30/09 After 4/30/09 Results and market sizing for advertising industry only: 6,495 7,495 Results and market sizing for publishing industry only: 6,495 7,495 Results for both the advertising and publishing industries: 10,995 12,995 Purchase order number: Signature Name Title Company Address City, State, Zip Country Telephone page 5