The book market, printing green and finding print’s place in the media mix are the primary topics discussed in three individual market research studies funded by the U.S.-based Print Industries Market Information and Research Organization, or PRIMIR (pronounced premier), originally released exclusively to the group’s members in 2009 and now being made available to the industry at large.
The comprehensive research report titles are: Trends in Books: 2008-2012; Sustainable Print in a Dynamic Global Market: What Going Green Means; and Media Mix and the Impact on Print: 2003-2007-2012.
All of the studies remain very topical as we head into 2010 and insights drawn from the reports could lend direction for companies seeking guidance in planning for the year(s) ahead.
According to research in the Trends in Books report, conventionally printed books reached the peak of their product life cycle in 2007. Although printed books were headed toward a new high in 2008, the economic decline halted the growth and it’s anticipated that the printed book publishing industry will be very different by the time the economy recovers.
The study identifies how the e-book and/or digital substitutions for books will definitely pose a negative impact on total printed book volume.
Sustainable Print in a Dynamic Global Market delves into the impact of print on the environment, identifying who is driving industry sustainability and contrasts how print compares with other industries. This study also outlines best practice case studies and provides recommendations for firms in the print supply chain.
While identifying a decline in advertising spending over the past three years, the Media Mix and the Impact on Print: 2003-2007-2012 report also observes new growth in non-media spending channels, specifically promotional programs.
The study identifies six marketplace forces that will be the driving media and marketing communications spending through 2012, including increasing diversity and growth in the 65+ population plus the rapid adoption of Internet-enabled mobile devices. The printing industry will continually need to justify its effectiveness (ROI) in order to maintain its share of the media mix pie.
The study identifies the need for industry players to be innovative and explore new opportunities outside their traditional core business. The study identifies a number of recommendations for all participants in the print supply chain.
All three PRIMIR reports are now available for purchase online at US$4,500 each for non-members.
