Dana on Marketing Messages: Changing Role Of Print Buyers
Somewhere around 2009, we experienced the birth of MSPs—Marketing Services Providers. That date sticks in my mind, because in November of that year I held a dinner meeting of print buyers here in Boston, as the recession was hitting them smack in the face. The buyers working for agencies were particularly angry that night; many had literally just lost their jobs. We talked about how the printing industry was changing. Specifically, we discussed the printer-as-MSP model (they were against it).
It didn't occur to us then that we were entering an extended period of dramatic change for print buyers, too. In the four years since then, I've watched the role of corporate buyer evolve. It's not done yet.
Last summer I conducted a survey, along with fellow industry consultant John Zarwan, to try and uncover what's changed vs. what hasn't in the role of the professional print buyer. With the information that 315 buyers shared with us, we learned some very significant things about who's buying print today—and what the industry needs to know in order to get in front of these people.
Who's Buying Printing Today?
If I wrote this column five or 10 years ago, I would have talked about buyers in corporate communications and publications departments. They pretty much "majored" in print buying. Their roles would've been defined by their print-centricity, and they'd have been spending most of their time on print-related responsibilities.
Changes in how we communicate with one another, with customers, with prospects and with consumers, as well as the widespread popularity of all sorts of digital media, have impacted professional print buyers in lots of ways. Instead of working mostly in communications departments, we find that a third of print buyers are in marketing, a third are in purchasing or procurement and the final third are distributed among a variety of corporate units, like creative, media, sales, communications/publications, general management and administration.
Long regarded as a print buyer expert and trade writer, Margie Dana launched a new business as a marketing communications strategist with a specialty in printing and print buying. She is as comfortable working in social media as she is in traditional media, and now she’s on a mission to help clients build customer communities through carefully crafted content. Dana was the producer of the annual Print & Media Conference.
Although she has exited the event business, Dana is still publishing her Print Tips newsletter each week. For more details and to sign up for her newsletter and marketing blog, visit www.margiedana.com