CHARLOTTESVILLE, VA – A comprehensive forecast of the use of digital printing in the direct mail market has been undertaken and published by INTERQUEST, a market research and consulting firm that serves the digital printing and publishing industry. The document is entitledDigital Printing in Direct Mail: Market Analysis & Forecast (2008-2013) – 260 pages.
The study contains 155 tables and charts and also provides an assessment of the impact of the financial crisis on the direct mail printing business. It was published in January 2009 and complements a previous study from June, 2008 entitled North American Transactional Printing: Market Analysis & Forecast.
This new study is based on in-depth surveys of 40 leading North American direct mail printers and large mailers. The collective volume of the survey participants interviewed for the report account for about 20% of the total digital direct mail impressions produced in North America.
INTERQUEST President, Gilles Biscos, pointed out that direct mail printing has generally been a bright spot in the printing industry for a some years, now. He has seen some dramatic advancements in recent years – the latest generation of equipment in particular – so he and his company felt that the time was right to take a serious look at how digital printing technology was being used in direct mail.
The study is aimed at industry professionals involved in sales and marketing, product management, engineering and product development, application and technical support, market research and strategic planning, sales and technical training, selection and purchase of printing solutions and printing and publishing operations.
Among the topics undertaken in the study are:
- The state of the direct mail market – both current and future
- The use of digital printing in direct mail – including technologies and applications for black-and-white and color
- Important business issues to consider – such as postage, the environment and legislative matters
- The use of laser and ink jet printing in direct mail
- The impact of promotional transactional applications on direct mail inserts
- The impact on direct mail by the current financial downturn
Business who use marketing lists for their direct mail campaigns will certainly be affected by the conclusions arrived by this new study. The study findings suggest that digital providers should be in a stronger position than non-digital providers and should stand a much better chance to weather the current economic downturn. Providers of direct mail lists who use the new digital printing technology will be on the bleeding edge.