2012 Hot Markets : Printing in a Mobile World
At No. 13 is FASHION ($566B, +2 percent; with $7.3B to print, -8 percent). Print will be on the hanger as Google offers “circular-style” advertising similar to ad inserts in newspapers. Macy’s (+4 percent) will be among the first users of retail l fashion. Multiple pictures and type may be accessed through searches and clicked on for detailed information and purchase. Our medium must counter with prêt-a-porter (ready-to-wear) QR codes and TXT messaging in a P2M sequence that includes push-message follow-ups and transactional capability. The FSI and catalog printers are otherwise passé.
Vincent Mallardi, C.M.C., is a the chairman of the Printing Brokerage/Buyers Association International (PBBA) and is a Certified Management Consultant in the paper, printing and converting industries. He is also an adjunct professor in economics. Contact him via email at vince@pbba.org
