Cross-Media and the In-plant
InfoTrends surveyed almost 350 firms, made up of 285 print service providers (PSPs)and 63 in-plant printing organizations. The research included in-depth telephone interviews with 30 firms that successfully made the transition to offering cross-media marketing services.
One of the overarching trends of the study was that the in-plant market is struggling with the transition, while the print-for-pay market is rapidly evolving. Close to 60 percent of print-for-pay firms reported offering cross-media marketing services, compared to 38 percent of in-plant respondents. Overall, 41 percent of in-plant respondents indicated they had no plans to offer cross-media marketing services (see Photos, Figure 1).
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- Lisa
Lisa Cross is the principal analyst of NAPCO Research (a unit of NAPCO Media) where she conducts market research and analysis on emerging trends and changing dynamics in the commercial, in-plant and packaging industries, and the market forces that are driving those changes. With decades of experience covering the graphic arts and marketing industries, Cross has authored thousands of articles on a variety of topics, including technology trends, business strategy, sales, marketing and legislation.
