Creative Professionals Picture More Sales Opportunities
A recently released report examining trends in the creative industry reveals several indicators that point to increase sales opportunities for creative professionals.
The report, released by TrendWatch Graphic Arts, is a culmination of eight years of research that focuses on the fortunes of graphic designers, ad agencies, corporate design departments and commercial photographers for the coming year. Several indicators point to increasing sales opportunities for creative professionals, including consistent rising demand for direct mail, digital printing, digital photography, cross-media, and even videography projects.
"With over eight years of data, you can step back and get a birds-eye view of a transitioning market, and see obvious and unmistakable trends," says Vince Naselli, director TrendWatch Graphic Arts. "One trend that really becomes apparent: creative professionals stand to gain from of the media mix explosion currently under way. The creatives' perspective on their economic conditions had taken a sharp downturn in the last seven surveys, as expected, corresponding with the downturn in the U.S. economy and the changing media landscape.
"The good news is that in more recent surveys, the creative outlook has been steadily improving. In the short term, we expect this to continue through a rise in print buying and an ever expanding mix of media options, although we expect budgets to remain somewhat tight through Q1 2004."
The report, called Creative Market: Canaries in the Mine Shaft, is a 160-page analysis of dramatic trends in the creative segments of the graphic arts industry since 1995. The new report contains data on hundreds of critical industry issues examined over eight years, including technological, economical and business concerns related to creative professionals.
Among the trends the report highlights include digital photography as a sales opportunity increasing steadily, from fourth quarter 1997 (13%) to 2003 (39%). During that same period, Collateral print grew from 42% in second quarter 1996 to 62% as a sales opportunity to creative professionals. Web pages dropped as a sales opportunity from a high of 54% in second quarter 2000 to 38% today, while Internet site strategy for clients dropped from 21% in second quarter 1999 to just 14%.