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Print as an advertising medium

Aug 7, 2001 12:00 AM

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The Graphic Arts Marketing Information Service (GAMIS) (Alexandria, VA), a special industry group of PIA, has hired Kadence Business Research (Framingham, MA) to explore the topic of advertising as a driver for print. The study will help clarify how, when and why print is selected over broadcast and other media, and offer scenarios for print as an advertising medium five years into the future.

Kadence will interview ad agencies, media planners and corporate print buyers to determine which print products are most likely to be used in the future, which industries are more likely to use print advertising than other media, and which consumers are best targeted with print media. The research will also forecast trends for print advertising broken out by the various products, such as magazines, newspapers and direct mail, elaborating on both key drivers and threats that will influence the use of print over other media.

Kadence is expected to present its findings to GAMIS members in the fall.