[MD1] Trendwatch 1999 Creative Atlas Guide
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[MD1] Trendwatch 1999 Creative Atlas Guide

NEWS -- For Immediate Release

TRENDWATCH 1999 CREATIVE ATLAS GUIDE RELEASED; APPLE TO OUTSELL
WINDOWS AND NT BY MORE THAN 3:1 IN CREATIVE MARKETS

Highlights

-- More than 17,000 creative firms plan purchases of Macintosh and
PowerMac workstations in 1999--nearly 3,400 creative firms plan
Windows 95/98 workstation purchases and 1,600 firms plan Windows NT
workstations purchases;

-- The creative markets represent 62,000 sites and 219,000 seats;

-- The complete report, which provides demographic analysis of the
creative market segmented by state, major metropolitan area and
3-digit zip code, is available now and can be obtained by contacting
TrendWatch offices in Rhode Island (401-568-9899) and San Francisco
(415-380-8561).

HARRISVILLE, RI -- April 8, 1999 -- The release today of the latest
TrendWatch demographic analysis of U.S. creative professionals
indicates that Apple Computer is still the favorite of creative
professionals, yet at an increasing rate. According to TrendWatch,
the creative markets are defined as graphic designers, corporate
design departments, ad agencies, book and magazine publishers,
catalog publishers, commercial photographers, and graphic
illustrators. The report was released today is available only from
TrendWatch.

According to TrendWatch Partner Jim Whittington, "The TrendWatch
Creative Demographic Atlas and Market Segmentation Guide is a
comprehensive market and product development resource used to
identify market and revenue opportunities in the U.S. creative
markets. The report segments the markets by state, major metropolitan
area and 3-digit zip code. This report is the only market information
resource of its kind for companies marketing to creative
professionals."

The following is an excerpt from the TrendWatch research study
entitled "TrendWatch Creative Demographic Atlas and Market
Segmentation Guide." The complete report can be obtained by
contacting TrendWatch offices in Rhode Island (401-568-9899) and San
Francisco (415-380-8561).

Mac vs. PC

Apple continues to dominate the creative markets. Since 1997, planned
purchases of Macintosh and PowerMac workstations has risen 4.96%, yet
during that same period demand for Windows workstations has fallen
19.9%. In 1999, more than 17,000 creative firms plan purchases of
Macintosh and PowerMac workstations.

Nearly 3,400 creative firms plan Windows 95/98 workstation purchases
and 1,600 firms plan Windows NT workstations purchases in '99.
Leading the way is book and magazine publishers which are planning a
300% increase in Windows 95/98 workstation purchases compared to 1998
purchase plans. Accordingly, there is a corresponding 11% decrease in
Mac workstation purchases among these publishers.

According to Dr. Joe Webb, TrendWatch Partner, "Clearly the
perception that Apple is a financially stable company is reflected in
the increasing demand for their workstations."

Additional Significant Data...

-- TOTAL MARKET--The total U.S. professional creative marketplace
represents 62,000 sites--26% graphic designers, 20% commercial
photographers, 18% corporate designers, 16% magazine and book
publishers, 13% ad agencies, 4% graphic illustrators and 3% catalog
publishers;

-- TOTAL SEATS--The total U.S. professional creative marketplace
represents 219,000 seats--35% corporate designers, 20% graphic
designers, 19% ad agencies, 17% magazine and book publishers, 5%
commercial photographers, 3% catalog publishers and 1% graphic
illustrators;

-- STOCK PHOTO--Nearly 15,000 firms will purchase stock photo images
this year, led by graphic designers, corporate design departments and
ad agencies;

-- TELECOM LINES--More than 3,300 creative firms will acquire
broadband telecommunications led by graphic designers, ad agencies,
and corporate design departments;

-- DIGITAL CAMERAS--Over 6,800 creative establishments will buy one
or more digital cameras for production work, led by commercial
photographers, corporate design and departments;

-- SCANNERS--Nearly 9,000 color scanners will be purchased by
creative firms in 1999--91% of the demand is for scanners less than
$10,000;

-- WEB SOFTWARE--Web software will purchased by nearly 7,000 firms,
led by corporate design departments, graphic designers, magazine and
book publishers and ad agencies;

-- SERVERS--Catalog publishers and corporate designer departments
plan 17% and 30% increases in server purchases this year, while other
markets show declines;

-- COLOR COPIERS--Nearly 2,800 creative establishments will be buying
color copiers in 1999--32% will be corporate designers and 36% will
be graphic designers;

-- DTP COLOR PRINTERS--In 1999, Over 14,000 creative establishments
will be buying desktop color printers and proofers--32% of these
purchases will be in the $2,500 to $5000 price range;

Addressing the need for demographic data Dr. Webb added, "It is
generally accepted that the smaller and more distinct groups of
buyers become, the greater the opportunity to meet their needs with a
targeted product or service. Many market segments certainly exist in
the graphic arts industry, and as markets continue to develop and
change, new segments or groups of buyers are continually forming. As
technology changes, and various technologies are adopted and
abandoned, new opportunities for segmentation are created. This atlas
organizes the creative markets into manageable information,
supporting today's marketer."

Availability and Cost

The TrendWatch Creative Demographic Atlas and Market Segmentation
Guide is available now at a retail price of $3950--discounts may be
available for subscribers to other TrendWatch reports. For more
information, please contact TrendWatch partners by e-mail
(partners@trendwatch.com) or phone. On the West Coast, please contact
Jim Whittington (415-380-8561); on the East Coast, Dr. Joseph Webb
(401-568-9899).

EDITOR'S NOTE: Additional data is available for editorial purposes by
contacting Craig Kevghas at CPR Marketing, Inc. (T: 978-392-8990/E:
pr@trendwatch.com).

About TrendWatch...

TrendWatch reports, initiated and published for the past five years
have increasingly gained respect as the foundation for
market-sensitive decision making, and have earned the reputation of
containing the most reliable and timely market intelligence in the
graphic arts and creative marketplace. Dr. Webb may be contacted at
401-568-9899 and Mr. Whittington may be contacted at 415-380-8561.
You can also reach TrendWatch via email (partners@trendwatch.com) or
visit their website (www.trendwatch.com).

Contacts

Dr. Joe Webb, TrendWatch
401-568-9899

Mr. Jim Whittington, CMC, TrendWatch 415-380-8561

Craig Kevghas, CPR Marketing
978-392-8990

 
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