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Market Forces Shaping the Future Media Mix

August 1, 2009
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4. Notable within the context of digital media expansion is the mushrooming adoption rates for Internet-enabled mobile devices in particular. This trend is expected to gain momentum, especially as recession pressures ease, driving a new wave of convergence across electronic devices that generate new behaviors for overall media consumption. Devices in the future will likely represent a hybrid combination of features from laptops, netbooks, mp3 players, GPS navigators, video recorders and ‘smart’ phones.

5. A critical shift toward consumer control over media consumption and message delivery accompanies these digital innovations. As Internet-enabled devices converge in the coming years, a sizable and ever-increasing proportion of consumers will exert much greater control over when, where, what and how media is consumed.

6. The ultimate by-product of all these market forces is the continual fragmentation of audiences. It will be increasingly difficult to cost-effectively transmit marketing communications that reach a critical mass of target consumers.

Not only will marketers and media outlets refine their thinking about integrated communications programs, but they will also evaluate the individual components of 360-degree communications plans (the practice of using multiple media channels to surround target audiences with advertising message exposure opportunities) to ensure effectiveness and the accountable contribution of each.

There remain opportunities in the printing industry, but aggressive efforts to build market share to offset overall business declines from key customer segments will be necessary. Global opportunities exist in selected countries where traditional print media have yet to experience severe contractions, but these too may begin to erode on a longer term horizon as digital media and production processes gain a stronger foothold. Economic expansion will help rebuild demand for print industry products and services but only in the more stable print media categories.

Firms in the printing industry supply chain will need to innovate and explore opportunities to develop new sources of revenue outside their existing core businesses.

In addition, the development of new ancillary products and services will not only expand the customer base but also strengthen existing customer relationships.

NPES members will receive an Executive Synopsis of the study in early September and, to request a free copy of the complete study, may contact Aaron Allenza at NPES headquarters at e-mail: or phone: 703-264-7200.


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