Mid East advertising sector bounces back from September 11 dip, says signage expert

Abdallah Ghalayini, Marketing Manager Middle East, of the US digital printing systems company VUTEK says the strength of the regionl market is encouraging an increasing number of international sign makers and suppliers to enter the region.

Addressing delegates at 'Global Trends In Signage & Graphic Imaging' seminar which has run over the past two days at the Dubai World Trade Centre, Ghalayini gave a bullish five-year forecast for the regional industry.

"In the Middle East the advertising market slowed down after September 11th, or at least dipped slightly as international companies reduced their advertising. But overall the market has come back, it is still strong and is getting stronger.

"Before these events the Middle East's signage and advertising market was recording very good growth rates of between 7-8% and that has now climbed to over 20%. The strength of this market, coupled with a downturn in the major industrialised countries, has made it appealing to international suppliers.

"The Middle East market will continue to grow for another five years while the North African market, which is relatively un-tapped will record growth for at least a decade to come," he added.

Ghalayini said strong international interest in the Middle East has created a highly competitive environment.

"It is now a buyer's market which is witnesssing some of the best deals from international signage suppliers," he said. And he urged the regional industry to move towards specialisation.

"Signage companies here want to do everything in-house when they should specialise and outsource to further grow the market and improve quality," he said.

The global seminar was part of the Sign & Graphic Imaging Middle East 2002 trade exhibition - the only one of its kind in the region - which ends a three-day run at the DWTC tonight.

The show, which spans two DWTC halls, is twice the size of last year's edition and features exhibitors from 25 countries.

"We envisage the showing developing even further in the years to come as all industry forecasts predict strong growth for this sector," said Mohammed Falaknaz, Vice Chairman, International Expo-Consult (IEC), which organises the show.

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