INDUSTRY OUTLOOK:
GRAPHIC COMMUNICATIONS MEDIA
The industry outlook in graphic communications media encompasses print, web and multimedia on a
global scale. Learning how to manage the media mix will be increasingly important as several areas
of media converge and new media channels are created, creating new opportunities and markets. We
will see new alliances and relationships as we help our clients look for innovative ways to reach
their customers.
INTERESTING FACTS
(Bureau of Labor Statistics, U.S. Department of Commerce)
- There are 473,000 employees involved in the $80 billion industries of advertising agencies and
graphic design in 55,000 business establishments, in addition to almost 200,000 freelance
professionals.
- The U.S. commercial printing industry has more than 600,000 employees, more than 30,000
establishments, with revenues of $100 billion.
- Since 2005, the commercial printing and graphic communications industries emerged from some
difficult years adjusting to the change in print demand as media budgets shifted to the Internet
and other media. (Still, the print industry is one of the top ten industries in the US
economy.)
RECENT CHANGES
Managing Global Production
Graphic communications companies have benefited from the investments that have been made in
the latest production technologies and cutting-edge communications methods that allow production
tasks to be managed and executed worldwide. Innovative managers will be needed to understand how
best to use their technologies.
Digital Workflow
Managing workflow between advertising clients, editorial, graphic production, photographers,
and printers is impressively cutting edge. The power of information systems is only partially being
exploited
Managing Media Integration
Many traditional printing companies have made significant investments in creating, managing,
and deploying electronic media for their print clients, offering new levels of service and media
integration capabilities. Top managers in print, web and multimedia will be needed to direct this
media convergence.
Digital Printing
Digital printing, that is, printing using advanced technologies that allow customization of
each item printed in a long print run, is changing the direct marketing industry, as marketers use
these technologies to stimulate their e-commerce businesses. Changes in technology have created new
career opportunities and new strategies.
Managers who want to succeed in the graphic communications industry must be well-versed in
traditional and emerging media, as they will be asked to assist their customers in the creation and
execution of the best communications strategies and tactics for their individual needs. Print,
while one of the traditional media, remains a large industry that needs well-educated professionals
who are fluent in new communications technologies and can navigate the constantly changing media
landscape for their clients. Overall, innovative managers in print, web and multimedia will lead
the way.
