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Japan size the market, reveal trends, and research the future requirements for print
Hiroo Office Building
within advertising and publishing. The findings will help print service providers
1-3-18 Hiroo Shibuya-ku
Tokyo 150-0012 select the right technologies, services, and business models; determine which
Japan
+81 3 5475 2663 segments offer the most opportunity; and develop strategies to overcome
info@infotrends.co.jp barriers and incite a wider use of print. Technology providers will gain insight into
how to better target products and services to this market, learn how to better
support their users to gain volumes in these markets, and determine ways to
Web at www.infotrends.com.
Project Objectives
• Establish the role of print in a changing media landscape
o Characterize run length and delivery times for printed products and
future expectations
• Evaluate how personalisation is being used, the barriers to more widespread adoption, and future plans
o Barriers to adoption
• Size the market within the publishing and advertising industry in Western Europe by country
o Establishment trends
• Segmentation of all data according to industry type, company focus, and country
Results
This research will investigate the current and future ways and extent to which advertisers and publishers use print. It will
explore the prevalence of producing print in house versus outsourcing. It will also explore the process through which
advertisers and publishing companies select outside service providers as well as how they order products and services.
The report will also look at changes in run lengths and order times for print products ordered by advertising and publishing
companies.
This research will provide a detailed examination of the opportunity for digital print in the publishing and advertising
industries. It will reveal the segments and applications in which digital print technologies are most accepted today as well
as those that offer the most promising outlook. The research will gauge the interest in personalised communication and
determine whether opportunities exist for true on-demand production with the run length of one. Likewise, the report will
indicate barriers to the adoption of these processes.
In addition, the report will analyse the current and future market size for print sourced from advertising and publishing
establishments, especially in respect to digital printing technologies. The report will also offer insight into the size and
trends regarding the publishing and advertising industries.
The report will provide guidelines on how print service provider and industry suppliers should approach and interface
with advertising and publishing companies to meet these companies’ needs. It will reveal which products, services and
strategies printers should focus on and develop to serve these markets better. The report will also offer insight into how
Study Research
Web Surveys
The research will consist of a Web-based survey of advertisers and publishers in 4 key countries in Europe (Germany, UK,
Italy, and the Netherlands). A total of 500 surveys will be conducted with at least 50 respondents per country and type of
industry (publishing and advertising) respectively.
30 detailed interviews will be conducted with managers in advertising and publishing enterprises and related associations.
The interviews will include leading users and specialists in these industries as well as more mainstream service providers.
Representatives from industry associations and other industry experts will contribute additional insight.
Deliverables
• An Executive Summary that addresses key issues, findings, and overall recommendations
• A market sizing report detailing establishments, revenue, and the print opportunity within the industries
• Extensive data books with cross-tabulations of the survey results for additional analysis of key questions and
market segments
Schedule
InfoTrends intends to begin this project in May 2009. Based on the following schedule, the project will be completed with
material distributed by September 2009. Throughout the project, InfoTrends will issue regular updates on its status.
Report delivery 18
Results and market sizing for publishing industry only: €6,495 €7,495
Results for both the advertising and publishing industries: €10,995 €12,995
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