Average Vertical Market Communications Spend and How to Get Your Piece of it

The Vertical an In-plant Operates in Impacts Volumes, Print Applications and More

By Elisha Kasinkas – In our last blog, we discussed different business or financial models and how this can impact pricing, the importance of reducing costs, and vulnerability to outside threats. In this article, we will discuss different vertical markets.

If you categorize the parent companies of in-plants into different types of businesses, you will find there are common denominators such as universities, healthcare, insurance, manufacturing, etc. These are called vertical markets. According to Wikipedia, “A vertical market is a market in which vendors offer goods and services specific to an industry, trade, profession, or other group of customers with specialized needs.”

In an article entitled, “Small and Medium-sized Businesses: A Marketing Services Opportunity,” Barb Pellow, a group director at Keypoint Intelligence|InfoTrends, shared a graphic showing annual print spending by vertical market.


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