A recent survey conducted by TrendWatch Graphic Arts (TWGA) found that unlike most other segments, printers tend to rely on trade show information more than other channels when making key business decisions or purchases. The survey did find, however, that the same printers rely just as heavily on custom Internet searches when performing their pre-purchase research.

The study, called TrendWatch Graphic Arts Printing #17, Spring 2003, found that one-fifth (21%) of printers say they often use visits to trade shows as an information resource when making business decisions. The same number (21%) also said they use custom Internet searches. Those two sources were followed closely by print industry magazines, which are used by 20% of the respondents.

TWGA said the findings show that printers generally tend to rely on "live and in-person" types of resources, probably because the printing industry has traditionally been built on relationships with key partners such as manufacturers, suppliers and dealers.

What’s interesting about the findings, TWGA said, is that this emphasis on in-person research differs dramatically from the culture as a whole. This led the study's researchers to conclude that organizations seeking to market to the print industry should consider trade shows when planning their marketing budgets.

To purchase the study or learn more, visit TWGA here.