New Opportunities Through Integration of Print and Digital Media
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Q—The sector’s leading trade show is almost upon us. And significant expectations are being placed on the 15th print media trade show that for over 60 years has been the driving force for growth in the entire sector. Which megatrends will characterize drupa 2012 from today’s standpoint?
Schreier—Megatrends only ever provide a rough guide. They answer the question of where the general direction is heading. What they don’t tell us is specifically what to do in a given situation. This means that every provider in our sector must pay close attention to microtrends coming out of collaboration with their own customers and from regional and local changes in their area, and modify their offerings accordingly.
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