Lisa Cross is the principal analyst of NAPCO Research (a unit of NAPCO Media) where she conducts market research and analysis on emerging trends and changing dynamics in the commercial, in-plant and packaging industries, and the market forces that are driving those changes. With decades of experience covering the graphic arts and marketing industries, Cross has authored thousands of articles on a variety of topics, including technology trends,  business strategy, sales, marketing and legislation.

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THE GRAPHIC communications industry is in the middle of an evolution to expand services beyond print to include cross-media and marketing. Unfortunately, the in-plant market is largely absent from the move, according to an Info-Trends research study The Evolution of the Cross-Media Marketing Services Provider. The key barrier keeping in-plants from making the transformation is that they don’t understand why or how to offer cross-media marketing services.

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