Print Market Outlook 2012
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Print Market Outlook 2012

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An overview of major print markets in 2012 that includes a guide for aiming your sales efforts.

An overview of major print markets in 2012 that includes a guide for aiming your sales efforts.

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Print Market Outlook 2012 Print Market Outlook 2012 Presentation Transcript

  • Print Market Outlook Where the Business Is – and Isn’tMarketing Outlook 06/15/12
  • The Trend Isn’t Pretty • Commercial Printing Volume US & Canada – 2003 $ 92.5 Billion – 2004 $ 93.5 + 1.0% – 2005 $ 96.9 + 3.6% – 2006 $ 99.8 + 2.9% – 2007 $103.0 + 3.2% – 2008 $ 98.6 - 4.5% – 2009 $ 83.9 - 15.0% – 2010 $ 84.0 + .2% – 2011 $ 83.7 - .4% – 2012 $ 82.2 - 1.8% Source: 2012 WhatTheyThink Economics & ResearchMarketing Outlook 06/15/12
  • Causes • Great Recession – Accelerated Adoption of Digital Media • Mobile Tech Advancements – Ereaders – Smartphones – TabletsMarketing Outlook 06/15/12
  • Effects on the Industry • 21.5% volume loss since 2008 • More industry consolidation • Severe hits on some marketsMarketing Outlook 06/15/12
  • Directories|Internet|Magazines|Mobile|Newspapers| Outdoor|Radio|Television US ADVERTISING SPENDMarketing Outlook 06/15/12
  • 2012 Ad Spend Projections • Overall – $169.48 B (+6.7%) • TV – $64.8 B (+6.8%) • Print (excludes direct mail) – 33.8 B (-6.0%) • Online – $39.5 B (+23%)Marketing Outlook 06/15/12
  • 2012 Projections (Cont.) • Radio – $16.7 B (+3.6%) • Directories – $7.5 B (-8.5%) • Outdoor – $6.8 B (+6.3%) Source: eMarketer Digital IntelligenceMarketing Outlook 06/15/12
  • Tablets—The Elephant in the Room • Optimized for content consumption – Hi res displays – Connect anywhere – Long battery life • 54% of users read books, magazines & newspapers on tablets vs. 27% of PC users.Marketing Outlook 06/15/12
  • Marketing Outlook 06/15/12
  • Major Markets DIGITAL PENETRATIONMarketing Outlook 06/15/12
  • Books • 3%—eBooks’ share of worldwide book sales in 2011 – Adult hardcover & mass market paperbacks taking hardest hit • 12.7%—Projected share of worldwide sales in 2015 • $8.6 billion—Projected value of North America’s eBook sales in 2015 – 21.4 percent all book sales Source: Business WireMarketing Outlook 06/15/12
  • Magazines • 64%—Publishers who think they are failing to reach enough digital readers despite offering digital editions • 15%—Accepted principle for penetration rate that interests advertisers • 12%—Publishers who say they have a firm grip on digital revenue generation • Trying to determine what mobile, tablets and eReaders do best Source: Ntxbook Media, 2011 State of the Digital Edition surveyMarketing Outlook 06/15/12
  • Catalogs • No hard statistics available • Observation says they are growing significantly • Except for a few online pure plays, almost no one is willing to completely trade paper for pixels – Digital can contribute to fewer events, fewer pages and slower growthMarketing Outlook 06/15/12
  • Magazines PRINT MARKETSMarketing Outlook 06/15/12
  • Magazines Struggle to Find a Profitable Model • $15.34 B print ad revenue (+0.5%) • $3.3 B digital revenue (+19.3%) • Q311 title growth – 200 consumer launches – 128 closures – 56 b-to-b launches – 34 closures Source: MediafinderMarketing Outlook 06/15/12
  • Magazines (Cont.) • Q112 launches – 192 (Mr. Magazine) • Other print growth sectors – Indie magazines – Custom magazinesMarketing Outlook 06/15/12
  • Books PRINT MARKETSMarketing Outlook 06/15/12
  • Print Books Grow, Too • Non-traditional titles take the lead with 169% gain – Public domain reprints – Self-publishers – Micro-niche titles • Continues to support “long-tail” theoryMarketing Outlook 06/15/12
  • Catalogs & Direct Mail PRINT MARKETSMarketing Outlook 06/15/12
  • Catalogs Move in Right Direction • Computers & electronic components hot • Consumer catalogers took hardest hit – Apparel & gifts • Multiple titles a trend – 25 of MCM top 100 own 160 catalogs in totalMarketing Outlook 06/15/12
  • Direct Mail Continues to Grow • 2%—Growth in 2011 to $45.8 B • 2.5%—Projected growth in 2012 $46.9 B • 12%—Total ad spend devoted to direct mail has remained consistent over past 20 yearsMarketing Outlook 06/15/12
  • Why Direct Mail? • Fits better than ever into growing target marketing and multichannel concepts • Traditional print media losing share • Emerging social media unproven as sales vehicleMarketing Outlook 06/15/12
  • Improve Your Customer AimMarketing Outlook 06/15/12
  • Aim First at Existing Customers Incremental Growth • They already know and trust you • PLUS, new customer acquisition can be 6-10 times more expensive than retaining customers – What’s your plan for existing clients?Marketing Outlook 06/15/12
  • But You Need to Do Your Customer Homework • Aiming at the wrong customers is an expensive waste of time • You need to make fact- based decisionsMarketing Outlook 06/15/12
  • Start By Dividing Your Customers Into Three Tiers • Bottom feeders – Those who primarily buy on price – Tend to shop services with little or no loyalty • Partnership tendencies – Tend to favor you – Interested in multiple services • Full partnership – Complex needs – Interested in solutions – Understand total costs as opposed to price per m – Want to work with fewer, but better vendorsMarketing Outlook 06/15/12
  • How Well Do You Know Your Best Customers’: • Competitors? • Market share? • Industry growth trends? • Hot & struggling products? • Distribution channels? • Factors affecting markets? • Stock performance?Marketing Outlook 06/15/12
  • Aim High • More high-level people are involved in major print-related decisions • Don’t get stuck at the production procurement levelMarketing Outlook 06/15/12
  • Aim Beyond Print • Print may be the least of your customers marketing issues • May be grappling with: – Obsolescence costs – Speed-to-market issues – Content management – Marketing ROI measurementMarketing Outlook 06/15/12
  • Offer New Services • Database intelligence – Segmentation, product propensity, etc. • Digital storefront • Multichannel delivery – Print – Digital editions – Apps – Email – pURLs – Mobile barcodesMarketing Outlook 06/15/12
  • Thank You May you experience nothing but growth. Larry Bauer Bauer Associates 630-406-8595 lbauer@bauerassociates.net bauerassociates.netMarketing Outlook 06/15/12