Market Forces Shaping the Future Media Mix
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The graphic communications industry can anticipate a dynamic and evolving media and marketing communications landscape over the next three years, according to a new PRIMIR study entitled “Media Mix and the Impact on Print.” By the end of 2007, total U.S. media and marketing communications spending levels exceeded $779 billion, with a five-year compound annual growth rate of 2%. Advertising media spending accounted for only 32% of this total, with a softening of spending levels in 2007 and overall declines in 2008 and 2009. In contrast, non-media spending channels continued to grow at a 3% compound annual growth rate, fueled by steady investments in promotional programs.
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