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Graphic Communications Markets Are Poised for a Renaissance

Posted on: Thursday, 17 July 2003, 06:00 CDT

FRAMINGHAM, Mass.--(BUSINESS WIRE)--July 17, 2003--IDG World Expo, the leading producer of world-class tradeshows, conferences and events for technology markets, and TrendWatch Graphic Arts, the leading researcher of market trends for the graphic communications markets, today announced results of their Spring 2003 study of the creative markets during a presentation at Macworld CreativePro Conference & Expo. The study, presented by TrendWatch Graphic Arts Director Vincent Naselli and writer/analyst Richard Romano, provides perspectives on the state and future of the graphic design industry--both the current business environment and the trends and driving forces.

The results from the latest TrendWatch Graphic Arts Design & Production survey are complemented by the results of two other TrendWatch Graphic Arts surveys--Publishing (which covers magazine, book, and catalog publishers) and Internet Design and Development (which covers ad, PR, interactive agencies, graphic designers working in new media, and Web design, development, and production firms). In combination, these three surveys provide the most detailed ongoing studies of nearly all facets of the creative markets.

TrendWatch Graphic Arts sent detailed questionnaires to graphic designers, ad agencies, corporate design departments and commercial photographers. Results indicated that business conditions are at long last starting to improve for creative markets, with software and workstation investment remaining high. The study also pointed out the drivers of these investments.

Following are some trends emerging from the research:

Business conditions continued to show slight improvement for nearly all survey respondents in the Spring 2003 survey:

-- 16% of design and production firms said that business in the

past 12 months was "excellent," an improvement over the 13%

who said that six months earlier;

-- 68% of publishing firms said that business in the past 12

months was generally good, an improvement over 62% six months

earlier.

The Mac is clearly the operating system of choice for design and production firms, with 82% of all respondents naming the Mac as their primary OS. However, adoption of Mac OS X remains slow; only 17% of those polled have upgraded their systems to the new OS. The study shows that:

-- The Mac is not quite as popular among Internet design and

development firms, where only 22% use the Mac OS as their

primary operating system.

-- Windows remains the leading OS within this group, with 92% of

Internet design and development firms relying on it as their

operating system of choice.

According to the latest studies, workstations and software top the list of planned investments for most firms.

-- 57% of design and production firms plan to invest in

workstations.

-- 49% of design and production firms polled specified that they

plan to invest in Macintosh workstations.

-- Planned investments for publishers include desktop publishing

software (63%), workstations (56%), and desktop manipulation

software (50%).

-- Internet design and development firms plan to invest in Web

page software (66%) and workstations (65%). 53% of all those

polled in this segment specify that they plan to invest in PC

workstations.

In all three surveys, the current economic environment tops the list of business challenges:

-- 79% of design and production firms cite "economic conditions"

as their biggest challenge;

-- 77% of publishers and 66% of Internet design and development

firms are also challenged by the economy.

Many of the firms polled indicated that keeping up with new technology is a major business challenge. 56% of design and production firms cited this as a challenge, as did 52% of publishers.

Despite a weak economy, most firms are optimistic that conditions won't get any worse. 91% of publishers polled expect business conditions to improve or remain the same over the next 12 months. 86% of Internet design and development firms agree that business conditions will improve or remain the same, and only 21% of design and production firms polled expect conditions to deteriorate over the next year.

"What we have found in the last two years' worth of surveys is that the biggest trend in the creative community has been the need to get involved in 'cross media,' or the more or less simultaneous development of content for more than one medium--print, Web, e-mail, wireless, whatever," said Vincent Naselli, director of TrendWatch Graphic Arts. "We have been experiencing a sea change in our culture in the way people interact with media--print isn't the only game in town any more. Developing an ad campaign, or marketing materials, or what have you, is now a strategic process that involves not only making crucial decisions about what is the most appropriate media for a particular project, but how to actually go ahead and make it happen."

Naselli continued, "What's interesting is that parts of the market are changing faster than the tools available--and vice versa! The need for cross-media development is one of the key drivers of not only software investment but also platform choice."

Macworld CreativePro Conference & Expo runs through Friday, July 18, 2003 at New York City's Javits Center. For more information on the event, visit www.macworldexpo.com.

About TrendWatch Graphic Arts

TrendWatch Graphic Arts has been surveying the graphic arts markets twice yearly since 1995. Regular survey reports include, in addition to Design & Production, Publishing, Internet Design & Development, and Printing. TrendWatch Graphic Arts also regularly publishes special reports on select topics that draw from the TrendWatch Graphic Arts historical database, current survey results, and interviews with industry leaders. TrendWatch Graphic Arts also conducts proprietary research projects for clients. For more information about TrendWatch Graphic Arts' reports, please visit www.trendwatchgraphicarts.com.

About IDG World Expo

IDG World Expo (www.idgworldexpo.com) produces technology-focused tradeshows, conferences and events for professionals seeking world-class education, peer-to-peer networking and one-stop comparison shopping. As the leading technology event management company, IDG World Expo leverages its experience and knowledge of technology-focused events and conferences, enabling technology companies to capture the attention and loyalty of influential buyers. IDG World Expo's portfolio of conferences and events includes Macworld Conference & Expo(R), LinuxWorld Conference & Expo(R), Bio-ITWorld Conference & Expo(TM), COMNET Conference & Expo(R), Integrated Security Conference & Expo(TM), BiometricsWorld Global Series(TM) and Portable Power Conference & Expo(TM). IDG World Expo is a business unit of IDG, the world's leading technology media, research and event company.

About IDG

IDG publishes more than 300 magazines and newspapers and offers online users the largest network of technology-specific sites around the world through IDG.net (www.idg.net), which comprises more than 330 targeted Web sites in 80 countries. IDG is also a leading producer of 168 computer-related events worldwide, and IDG's research company, IDC, provides global market intelligence and advice through 51 offices in 43 countries. Company information is available at www.idg.com.

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