TrendWatch study examines requirements of print-buyers
Jan 15, 2004 12:00 PM, AP staff
TrendWatch Graphic Arts has completed a multi-client study of media-buying perspectives in the print industry. According to the results, advertising agencies expect targeting will be the key change in the effectiveness of print over the next five years. Those surveyed predict mass-produced campaigns will become less effective, while personalization and customization will be key to communicating effectively.
The survey results show that print buyers are not especially attracted to the idea of Web-based job submission. Many are hesitant to change practices; others are steadfastly against the idea. Creative professionals prefer to deal with their print provider in person rather than via the Internet.
For complete study results, visit www.trendwatchgraphicarts.com.
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