Oversize Output Gains Favor in the Media Mix

Wide-format printing is becoming firmly entrenched in the graphic arts media mix. For creatives and their clients, including oversize output as part of a campaign or project has become a strategic decision. In other words, large-format output is now another collateral product in reaching an ever more refined and defined target audience. However, much of this work is being done outside the commercial printing industry, by screen printers, photo labs, sign shops, and other "digital" print firms.

To be sure, commercial printers are still not realizing this market's potential. TrendWatch data reveal that less than 8% of all commercial printers currently offer wide-format services of any kind, while less than a quarter of this 8% offer it only for proofing purposes.