New Year, New Blog
Happy New Year!
This year my blogging efforts are taking a different tack. I will introduce an interactive blog, one that will provide answers to the questions “What is integrated marketing communications and media convergence?” and “How can you the media provider provide and profit from these interrelated and interlinked marketing solutions?”
The interaction will occur via my posting of a question and you, the reader, responding by e-mail to that question. Answers will be reviewed, discussed, explained, defined and placed into a proper “How can I” response. For example: “How can I use the components of new exciting emerging media to develop new business, expand my base business, and turn a profit?”
Beginning with this blog entry, we will build the future of this communication-based exchange into a profitable, enjoyable and educational tool designed to provide increased levels of profit and the exchange of knowledge.
Sounds interesting? Great!
Does not sound interesting? Give me a few months, and see if I can change your mind.
Question 1: What is Print?
Print, according to the latest Flash Report from Ron Davis of the Printing Industries of America, is defined or combined into three segments, based on the intended function of the printed piece, a very smart division of the industry.
Those three segments are: Inform or Communicate (essentially newspapers, magazines, book financials, business forms, and greeting cards); Product Logistics (includes package printing, converters/labels, and wrappers); and Market, Promote and/or Sell (political needs, marketing/promotional including general commercial printing, quick printing, direct mail, and signs/signage). Combine these three segments, and they will provide the projected shipments of print in 2021.
Anticipated Print by Function, 2021
Inform or Communicate 46.23 percent
Product Logistics 14.79 percent
Market, Promote, Sell 38.98 percent
Do you agree with this breakdown by function? Where do you and your organization fit within this description? Those are the first questions and the first assignment that I need YOU to fulfill.