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December 2008
Print in The Mix

What Kind of Advertising Is Purchased by National Advertisers and Agencies?

A Marchex and Sterling Market Intelligence survey of 150 national and regional advertisers that sell products and/or services via local outlets, dealers, franchises and stores, was conducted in September 2008. Sixty-two percent of respondents have marketing budgets in excess of $1 million, and 67 percent of respondents have revenues in excess of $10 million.

The study finds that nearly one-half of respondents are pursuing local online ads. In addition, though not the study’s intent, the results just as significantly show that national advertisers clearly understand the importance of print and other traditional media in the marketing mix.

In fact, when asked, “What forms of advertising does your company currently buy?” direct mail and newspaper advertising lead all local ad media purchased, at 57 percent and 52 percent, respectively.

Local and National Advertising Purchased by U.S. National Advertisers and Agencies (September 2008)

Media – % of respondents
Local (Net)84%
Direct mail (print)57%
Local newspaper52%
Cable TV36%
Local radio34%
National (Net) – 67%
Yellow Pages (print)45%
Broadcast TV33%
National radio28%
E-marketing (Net) – 73%
Online ads47%
Transactional Websites24%
Mobile marketing14%
Out-of-home (digital)12%
Other e-marketing5%
Other advertising (brochures, events, magazine ads, promotions, PR)9%

Source: Marchex Inc. “Local Online Advertising: Strategies and Tactics Every Company Should Know,” conducted by Sterling Market Intelligence, 10/1/08, as reported by

Fast Facts—Types of Ads to Reach Specific Customer Segments

• Online advertising, followed by search engine marketing and direct mail, are the types of advertising most U.S. marketers use to reach specific customer segments, according to a 2008 Compete survey.

• Customer segmentation is a behavioral targeting strategy that takes a combination of data and shapes them into coherent marketing groups.

• While only 39 percent of U.S. marketers surveyed believe segment-driven marketing is very important in their organization today, a full 84 percent indicate that it will be more important three years from now.

Types of Advertising U.S. Marketers Use to Market to Specific Customer Segments

Ad Type – % of respondents
Online advertising – 75%
Search engine marketing – 64%
Direct mail – 55%
Off-line advertising – 51%
Sponsorships – 34%
Other – 9%
None of the above – 2%
Survey sample size: 381

Source: Compete Inc., as cited on company blog, as reported by

To read the complete Print in the Mix research summary and additional print market research studies, go to Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (

The board of directors of the Printing Industries Alliance (PIAlliance) recently concluded a successful campaign to support PrintPAC, which works to support pro-industry legislation in congress. The campaign reached its goal of 100 percent participation, and 30 individuals, including board members, past chairmen and staff, contributed $5,605 to PrintPAC. 

Pamella Stomel has joined Ramsey Press, Mahwah, NJ, as an account executive. She is a graduate of RIT’s School of Print Media.

Mooresville, NC-based Victory Press has selected Robert Smith to lead its sales force. In other company news, Victory Press has installed a DigiVac 44-page booklet finishing system.

Three appointments have been made at SandyDirect, Sandy Alexander’s St. Petersburg, FL, direct mail division (formerly known as MGA). Sharon Pratt has been promoted to vice president of human resources, and will also retain her role of environmental health and safety compliance manager. Ray Maderich is the new sales account executive, responsible for sales in Wisconsin, Minnesota, Iowa, Missouri and Kansas. Steve Danglade has joined as sales account executive, responsible for sales in Ohio, Indiana, Michigan, Kentucky and Western Pennsylvania.

Two additions have been announced at Windsor, CT-based Integrity Graphics. Winston Blake has been selected as senior vice president and CFO. Todd Peetros has joined the company as an account executive.

At Impress Communications, Chatsworth, CA, Terrence Snyder has been selected as creative director, responsible for leading the company’s studio operations.

Nancy Muschong has joined Intech Printing & Direct Mail, Naples, FL, as marketing manager. 

At Costa Mesa, CA-based C2 Reprographics, Keath Lauderdale has been designated as the new senior vice president of on-site services.

Bruce VanderHaar has been chosen as the new director of marketing at Phoenix-based O’Neil Printing. He formerly served as vice president of sales with R and R Images, and Image Communications.

Kimberly Novack has rejoined Costa Mesa, CA-based Consolidated Reprographics as an account manager.

Padgett Printing, Dallas, has teamed up with the Direct Marketing Alliance, an integrated multi-channel direct marketing organization, to design and implement personalized, data-centric, one-to-one marketing programs.

The Ben Franklin Society has named Ara Izquierdo as the 2008 Naomi Berber Memorial Award recipient. The Berber Award recognizes the contributions of women to the graphic communications industry. Izquierdo is the vice president of industry relations at Printing Industries Association of Southern California (PIASC), where she has served for more than 37 years.

The Print Council announced that Westamerica Graphics, of Foothill Ranch, CA, and Classic Graphics, of Charlotte, NC, have joined the print advocacy organization. 

The Printing Association of Florida (PAF) has elected Art Abbott, president of Abbott Printing in Maitland, FL, as PAF board chairman.

Rome, NY-based Cathedral Corp., a provider of transactional documents, personalized direct mail and e-marketing services, has named Marianne Gaige as CEO. Gaige will continue to serve as president, a post she has held since 1996. 

Menomonee Falls, WI-based Arandell Corp., a leading catalog printer, has designated Tom Benedict as vice president and national sales manager. He previously served as senior vice president of sales and marketing at Banta Corp. (now RR Donnelley).

Source One Digital, Norton Shores, MI, has chosen Jeff Morton as vice president of sales and marketing.  PI



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