M.A. in Graphic Communications
Management and Technology

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.