Changing Marketplace Focus of PRIMIR Spring Meeting
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.