What does this mean for print and commercial printers? It means that printers have an opportunity to get into this fray by finding ways to dispel confusion about the effectiveness of media, and especially print, even the most basic print. First, printers must understand that the print orders they get are only a brief glimpse of what its customers are doing in their overall communications. Be curious: have casual discussions with client decision makers that fill in the gaps and provide a sense of the overall plan, if there is one. Printers can play a role in suggesting media mix alternatives and making sure that clients get the most out of what they do. Most printers have customers who are not sophisticated in media allocation. They may not even be aware that they should have a media mix.
Is Media ‘Fragmented’ or Is Something Else Going On?
PrintForecast Perspective