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Creative Forecast 2007
Reed Business, Dec 2006, Pages: 168
EXECUTIVE SUMMARY
The Creative Markets
Economic Background
General Economic Trends
The Creative Markets Today
The Design and Production Markets
Internet Creatives
Close-Up View of Some Key Industry Trends
Media Mix
E-Mail Campaigns
Digital Printing and Variable Data Printing
Online Proofing
Notes and References
INTRODUCTION: THE SINGULARITY IS NEAR
The 2007 Creative Forecast
The Creative Markets
How This Report Is Organized
For More Information
Notes and References
SECTION 1: THE MARKET TODAY
Economic Background
General Economic Trends
Notable News
Notes and References
SECTION 2: THE CREATIVE MARKETS TODAY
The Design and Production Markets
Market Definitions
Business Conditions
Business Challenges
Sales Opportunities
Planned Investments
Internet Creatives
Market Definitions
Business Conditions
Business Challenges
Sales Opportunities
Planned Investments
SECTION 3: CLOSE-UP VIEW OF SOME KEY INDUSTRY TRENDS
Media Mix
Cross-Media Opportunities
Web Design and Development
E-Mail Campaigns
Print Media
Media Mix Conclusions
Digital Printing and Variable Data Printing
Variable-Data Printing
Digital Printing Conclusions
Online Proofing
SECTION 4: THE INDUSTRY MEASURE CREATIVEFORECAST 2007 155
What’s Hot and What’s Not
What’s Hot
What’s Hot-ish
What’s Cold
Four Forces to Be Reckoned With
Cross-/Multichannel Marketing/Publishing and the New Media [R]evolution 155
Online/Remote Proofing
Digital/Variable-Data Printing
Offshoring
Forecast by Market
Agencies
Graphic Designers
Commercial Photographers
Corporate Internet and Design Departments
Internet Design and Development Companies
The Last Word
APPENDIX: INDUSTRY MEASURE METHODOLOGY
The Industry Measure Today
Historic Background
Survey Design
Survey Sampling, Incentives, and Response Rates
Sampling Strategy
Non-Response Bias
Other Background Research
Who’s Who at The Industry Measure
The Industry Measure Report Editorial and Production Staff
Table of Figures
Figure 1: Industry Measure Business Conditions Index, Design & Production Establishments by Market, 1997–2006/2007 (Summer 1997=100)
Figure 2: Industry Measure Business Optimism Index, Design & Production Establishments by Market, 1997–2006(Spring 1997=100)
Figure 3; Industry Measure Business Conditions Index, Internet Design & Development Establishments by Market, Fall 2000– Summer 2006 (Fall 2000=100)
Figure 4: Industry Measure Business Optimism Index, Internet Design & Development Establishments by Market, 2000–2006(Fall 2000=100)
Figure 5: “Cross-Media Communications Campaigns” as a Sales Opportunity, All Design & Production Establishments, Summer 1998–Winter 2006/2007
Figure 6: “Web Page Design” and “Web Site Programming” as Sales Opportunities, All Design & Production Establishments, Historically
Figure 7: “Web Page Maintenance” as a Sales Opportunity, All Design & Production Establishments, Summer 1996 Winter 2006/2007 33
Figure 8: “Web Page Design” and “Web Page Maintenance” as Sales Opportunities, All Internet Design & Development
Establishments, Fall 2000–Summer 2006
Figure 9: “Web Site Strategy Services for Clients” as a Sales Opportunity, All Design & Production Establishments, Summer 1999–Winter 2006/2007
Figure 10: “E-Mail Campaign Design, Development” and “E Mail Campaign Management, Execution” as Sales Opportunities, All Design & Production Establishments, Summer 2001–Winter 2006/2007
Figure 11: “Getting More Print Media Work” as a Sales Opportunity, All Internet Design & Development Establishments, Summer 2002–Summer 2006
Figure 12: “Digital Printing” as a Sales Opportunity, All Design & Production Establishments, Summer 2001–Winter 2006/2007
Figure 13: Do You Spec (or Purchase on Behalf of Your Clients) Digital/Toner-Based Color or B&W Printing? All Design & Production Establishments, Winter 2006/2007
Figure 14: “Variable Data Printing Projects” as a Sales Opportunity, All Design & Production Establishments, Summer 2001–Winter 2006/2007
Figure 15: Have You Worked on Personalized, Customized or Variable-Data Jobs in the Past 12 Months? All Design &
Production Establishments, Summer 2006
Figure 16: In The Past 12 Months, Has Your Use of Online
Proofing for Final Approval Been . All Design & Production Establishments, Winter 2005/2006
Figure 17: Media that Would Be Missed the Most by U.S. Kids and Teens, by Age, April 2006
Figure 18: Gross Domestic Product, Seasonally Adjusted Annual Rate, in Current Dollars and in Chained 2000 Dollars, 1997– 2005
Figure 19: Industry Measure Business Conditions Index, Design & Production Establishments by Market, 1997–2006/2007 (Summer 1997=100)
Figure 20: In the Last 12 Months, Business Conditions for Our Firm Have Been. All Design & Production Establishments, Winter 2006/2007
Figure 21: We Expect Business Conditions for Our Firm in the Next 12 Months to Be . All Design & Production Establishments, Winter 2006/2007
Figure 22: Industry Measure Business Optimism Index, Design & Production Establishments by Market, 1997–2006(Spring 1997=100)
Figure 23: Top 10 Business Challenges, All Design & Production Establishments, Winter 2006/2007
Figure 24: Top 5 Business Challenges Year-to-Year Historical Comparison, All Design & Production Establishments, Winter 1996/1997–Winter 2006/2007
Figure 25: Top 10 Sales Opportunities, All Design & Production Establishments, Winter 2006/2007
Figure 26: Top 5 Sales Opportunities Year-to-Year Historical Comparison, All Design & Production Establishments, Winter 1996/1997–Winter 2006/2007
Figure 27: Top 10 Planned Investments, All Design & Production Establishments, Winter 2006/2007
Figure 28: Top 5 Planned Investments Year-to-Year Historical Comparison, All Design & Production Establishments, Winter 1996/1997–Winter 2006/2007
Figure 29; Industry Measure Business Conditions Index, Internet Design & Development Establishments by Market, Fall 2000– Summer 2006 (Fall 2000=100)
Figure 30: In the Last 12 Months, Business Conditions for Our Firm Have Been . All Internet Design & Development
Establishments, Summer 2006
Figure 31: We Expect Business Conditions for Our Firm in the Next 12 Months to Be . All Internet Design & Development Establishments, Summer 2006
Figure 32: Industry Measure Business Optimism Index, Internet Design & Development Establishments by Market, 2000– 2006(Fall 2000=100)
Figure 33: Top 10 Business Challenges, All Internet Design & Development Establishments, Summer 2006
Figure 34: Top 5 Business Challenges Year-to-Year Historical Comparison, All Internet Design & Development
Establishments, Spring 2001–Summer 2006
Figure 35: Top 10 Sales Opportunities, All Internet Design & Development Establishments, Summer 2006
Figure 36: Top 5 Sales Opportunities Year-to-Year Historical
Comparison, All Internet Design & Development Establishments, Spring 2001–Summer 2006
Figure 37: Top 10 Planned Investments, All Internet Design & Development Establishments, Summer 2006
Figure 38: Top 5 Planned Investments Year-to-Year Historical Comparison, All Internet Design & Development
Establishments, Spring 2001–Summer 2006
Figure 39: “Cross-Media Communications Campaigns” as a Sales Opportunity, All Design & Production Establishments, Summer 1998–Winter 2006/2007
Figure 40: “Web Page Design” and “Web Site Programming” as Sales Opportunities, All Design & Production Establishments, Historically
Figure 41: “Web Page Maintenance” as a Sales Opportunity, All Design & Production Establishments, Summer 1996–Winter 2006/2007
Figure 42: “Web Page Design” and “Web Page Maintenance” as Sales Opportunities, All Internet Design & Development Establishments, Fall 2000–Summer 2006
Figure 43: “Web Site Strategy Services for Clients” as a Sales Opportunity, All Design & Production Establishments, Summer 1999–Winter 2006/2007
Figure 44: “E-Mail Campaign Design, Development” and “E-Mail Campaign Management, Execution” as Sales Opportunities, All Design & Production Establishments, Summer 2001–Winter 2006/2007
Figure 45: “Getting More Print Media Work” as a Sales Opportunity, All Internet Design & Development Establishments, Summer 2002–Summer 2006
Figure 46: “Digital Printing” as a Sales Opportunity, All Design & Production Establishments, Summer 2001–Winter 2006/2007
Figure 47: Do You Spec (or Purchase on Behalf of Your Clients) Digital/Toner-Based Color or B&W Printing? All Design & Production Establishments, Winter 2006/2007
Figure 48: Approximately What Percentage of Your Print Buying Is Offset Vs. Digital? (Average), All Design & Production Establishments, Winter 2006/2007
Figure 49: “Variable Data Printing Projects” as a Sales Opportunity, All Design & Production Establishments, Summer 2001–Winter 2006/2007
Figure 50: Have You Worked on Personalized, Customized or Variable-Data Jobs in the Past 12 Months? All Design &
Production Establishments, Summer 2006
Figure 51: Is Your Company’s Use of Personalized, Customized, or Variable-Data Printing… All Design & Production Establishments, Summer 2006
Figure 52: How Would You Classify Those Jobs? All Design & Production Establishments, Summer 2006
Figure 53: What Is the Primary Printing Technology Used to Output Your Personalized, Customized, Variable-Data, or Other Types of Targeted Print Materials? All Design & Production Establishments, Summer 2006
Figure 54: In The Past 12 Months, Has Your Use of Online Proofing for Final Approval Been . All Design & Production
Establishments, Winter 2005/2006
Figure 55: “Color Proofing” as a Business Challenge, All Design & Production Establishments, Winter 1997/1998–Winter 2006/2007
Table of Tables
Table 1: Gross Domestic Product, Seasonally Adjusted Annual Rate, in Current Dollars and in Chained 2000 Dollars, 1997–2005
Table 2: Top 10 Business Challenges, Sales Opportunities, and Planned Investments, All Design & Production Establishments, Winter 2006/2007
Table 3: Top 10 Business Challenges, Sales Opportunities, and Planned Investments, All Internet Design & Development Establishments, Summer 2006
Table 4: Gross Domestic Product, Seasonally Adjusted Annual Rate, in Current Dollars and in Chained 2000 Dollars, 1997–2005
Table 5: In the Last 12 Months, Business Conditions for Our Firm Have Been . Design & Production Establishments by Market, Winter 2006/2007
Table 6: We Expect Business Conditions for Our Firm in the Next 12 Months to Be . Design & Production Establishments by Market, Winter 2006/2007
Table 7: Top 10 Business Challenges, Design & Production Establishments by Market, Winter 2006/2007
Table 8: Top 10 Sales Opportunities, Design & Production Establishments by Market, Winter 2006/2007
Table 9: Top 10 Planned Investments, Design & Production Establishments by Market, Winter 2006/2007
Table 10: Investment Projections for the Next 12 Months, All Design & Production Establishments, Winter 2006/2007
Table 11: In the Last 12 Months, Business Conditions for Our Firm Have Been . Internet Design & Development Establishments by Market, Summer 2006
Table 12: We Expect Business Conditions for Our Firm in the Next 12 Months to Be . Internet Design & Development Establishments by Market, Summer 2006
Table 13: Top 10 Business Challenges, Internet Design & Development Establishments by Market, Summer 2006
Table 14: Top 10 Sales Opportunities, Internet Design & Development Establishments by Market, Summer 2006
Table 15: Top 10 Planned Investments, Internet Design & Development Establishments by Market, Summer 2006
Table 16: Investment Projections for the Next 12 Months, All Internet Design & Development Establishments, Summer 2006
Table 17: “Cross-Media Communications Campaigns” as a Sales Opportunity, Design & Production Establishments by Market, Summer 1998–Winter 2006/2007
Table 18: “Cross-Media Communications Campaigns that Involve .” as Sales Opportunities, Design & Production Establishments by Market, Historically
Table 19: “Web Page Design” and “Web Site Programming” as Sales Opportunities, Design & Production Establishments by Market, Historically
Table 20: “Web Page Maintenance” as a Sales Opportunity, Design & Production Establishments by Market, Summer 1996–Winter
2006/2007
Table 21: “Web Page Design” and “Web Page Maintenance” as Sales Opportunities, Internet Design & Development Establishments by Market, Fall 2000–Summer 2006
Table 22: “Web Site Strategy Services for Clients” as a Sales Opportunity, Design & Production Establishments by Market, Summer 1999–Winter 2006/2007
Table 23: “E-Mail Campaign Design, Development” and “E-Mail Campaign Management, Execution” as Sales Opportunities, Design & Production Establishments by Market, Summer 2001– Winter 2006/2007
Table 24: “Getting More Print Media Work” as a Sales Opportunity, Internet Design & Development Establishments by Market, Summer 2002–Summer 2006
Table 25: “Digital Printing” as a Sales Opportunity, Design & Production Establishments by Market, Summer 2001–Winter 2006/2007
Table 26: Do You Spec (or Purchase on Behalf of Your Clients) Digital/Toner-Based Color or B&W Printing? Design &
Production Establishments by Market, Winter 2006/2007
Table 27: Approximately What Percentage of Your Print Buying s Offset Vs. Digital? (Average), Design & Production
Establishments by Market, Winter 2006/2007
Table 28: “Variable Data Printing Projects” as a Sales Opportunity, esign & Production Establishments by Market, Summer 2001– inter 2006/2007
Table 29: Have You Worked on Personalized, Customized or ariable-Data Jobs in the Past 12 Months? Design & Production stablishments by Market, Summer 2006
Table 30: Is Your Company’s Use of Personalized, Customized, or Variable-Data Printing… Design & Production stablishments by Market, Summer 2006
Table 31: How Would You Classify Those Jobs? Design & Production Establishments by Market, Summer 2006
Table 32: What Is the Primary Printing Technology Used to Output Your Personalized, Customized, Variable-Data, or Other Types of Targeted Print Materials? Design & Production Establishments by Market, Summer 2006
Table 33: In The Past 12 Months, Has Your Use of Online Proofing for Final Approval Been . Design & Production Establishments by Market, Winter 2005/2006
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