The role of
print in the marketing mix is changing. This coincides with a diffusion of
responsibility for marketing and marketing decisions. As a result, print buying
is changing. While many organizations still have “print buyers” whose
primary—if not only—responsibility is purchasing print, increasingly it is not
their primary function. In addition, print is purchased by other corporate
professionals, such as marketers, for whom print is a small part of a larger
project. How print is bought is also shifting. Print buyers are purchasing more
print online, through internal corporate portals as well as directly with print
providers.
What is it that these new print buyers want? Are they, in fact, interested in value-added services? And if so, which? What percentage of their time is spent on print-related activity? What other responsibilities do they typically have? How has their corporate print budget changed in the past three years – and what will happen to it during the next three?
What is it that these new print buyers want? Are they, in fact, interested in value-added services? And if so, which? What percentage of their time is spent on print-related activity? What other responsibilities do they typically have? How has their corporate print budget changed in the past three years – and what will happen to it during the next three?
