March 19, 2008
Printing Industry Center at RIT Releases Research on Print Advertising Substitution

Seventh monograph in 2007-2008 research agenda is released to the public

ROCHESTER, NY (March 19, 2008) – A newly released research monograph from the Printing Industry Center at RIT (http://print.rit.edu) examines changes to the advertising media mix of leading national advertisers between 2003 and 2005. Titled “Print Advertising Media Substitution” (PICRM-2008-07), the monograph is co-authored by Matt Swain, a graduate student of the RIT School of Print Media, and Dr. Patricia Sorce, Administrative Chair and Fawcett Distinguished Professor of the RIT School of Print Media. The study analyzed the changes in distribution of advertising spending by medium and identified any differences that were present in media mixes among industries.

Key findings include:

• The distribution of advertising spending has not changed dramatically between 2003 and 2005. Top advertisers increased their spending in all media (with the exception of the Yellow Pages).


• A statistically significant growth in radio advertising was observed, as was the expected growth in Internet advertising usage. However, it is hard to determine whether the growth in Internet advertising is occurring at the expense of other media.


• Different media expenditure patterns among industries did exist. The most dramatic change observed for a specific industry was the increase in national newspaper advertising (an increase of approximately $73 million) by cereal manufacturers.

The report is available for download as a PDF from http://print.rit.edu/research/index.php?page=item&id=110.


About the Printing Industry Center at RIT
The Printing Industry Center is a joint program of the RIT School of Print Media in the College of Imaging Arts and Sciences and RIT's E. Philip Saunders College of Business, and was established in 2001 by the Alfred P. Sloan Foundation as one of the Sloan Industry Centers. The Center is dedicated to the study of major business environment influences in the printing industry brought on by new technologies and societal changes, creating a forum for printing companies and associations worldwide to access a neutral platform for the dissemination of knowledge, to share ideas, and to build the partnerships needed to sustain growth and profitability in a rapidly changing market. For more information, please visit http://print.rit.edu.

Media Contact:
Ashley Walker
Marketing Communications Coordinator
Printing Industry Center at RIT
585-475-4231
aswppr@rit.edu