Changing Marketplace Focus of PRIMIR Spring MeetingMay 18, 2010
At the recent PRIMIR Spring Meeting held during the NPES 2010 Industry Summit, Dr. John Zarwan provided a brief update of his original research conducted five years ago for PRIMIR. John noted that while some of the change has come faster than originally predicted—particularly the decline of newspapers—print is still very viable and relevant. He noted that there is uneven impact from electronic media with some applications more affected than others.Many advertising print media applications were the first to shift, driven by changes in consumer behavior, economic trends, increased broadband access and other market factors.
Dr. Zarwan noted that the biggest change since the study was completed is the torrent of Social Media usage—which wasn’t really on the radar screen in the study and the growing use of Mobile (smartphone) advertising. Advertisers continue to chase their audience—many of whom have migrated to online instead of traditional media like newspapers or magazines. Many advertisers have created ‘fan’ pages to capture the social media market. The next big thing is mobile advertising, where spending is expected to top $1.5 billion by 2013. He concluded that print will remain viable and vibrant; however, firms in the print value chain must understand their costs, learn about their customers’ business and communications requirements and most of all understand why people print. Done right, print can enhance or complement new media.
The PRIMIR Spring meeting included several other key presentations, but one of the most important features of this particular meeting was focused on developing future research for PRIMIR. After a thorough survey process that included both NPES and PRIMIR members, five ‘hot’ topics emerged for PRIMIR to focus its attention on over the coming year. Task forces were formed to begin the process of crafting a document that will outline the scope and key objectives of this critical research. Two of the five studies will be available to NPES active members as part of their benefits package.