Print Market Outlook                    Where the Business Is – and Isn’tMarketing Outlook                                ...
The Trend Isn’t Pretty      • Commercial Printing Volume US & Canada            –   2003       $ 92.5 Billion            –...
Causes     • Great Recession           – Accelerated             Adoption of Digital             Media     • Mobile Tech  ...
Effects on the Industry     • 21.5% volume       loss since 2008     • More industry       consolidation     • Severe hits...
Directories|Internet|Magazines|Mobile|Newspapers|     Outdoor|Radio|Television     US ADVERTISING SPENDMarketing Outlook  ...
2012 Ad Spend Projections     • Overall        – $169.48 B (+6.7%)     • TV        – $64.8 B (+6.8%)     • Print (excludes...
2012 Projections (Cont.)      • Radio        – $16.7 B (+3.6%)      • Directories            – $7.5 B (-8.5%)      • Outdo...
Tablets—The Elephant in the Room      • Optimized for        content        consumption            – Hi res displays      ...
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      ...
Magazines     • 64%—Publishers who think they are failing       to reach enough digital readers despite       offering dig...
Catalogs     • No hard statistics available     • Observation says they are growing       significantly     • Except for a...
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      ...
Magazines (Cont.)     • Q112 launches           – 192 (Mr. Magazine)     • Other print       growth sectors           – In...
Books     PRINT MARKETSMarketing Outlook    06/15/12
Print Books Grow, Too     • Non-traditional       titles take the lead       with 169% gain           – Public domain repr...
Catalogs & Direct Mail     PRINT MARKETSMarketing Outlook             06/15/12
Catalogs Move in Right Direction     • Computers &       electronic       components hot     • Consumer       catalogers t...
Direct Mail Continues to Grow     • 2%—Growth in       2011 to $45.8 B     • 2.5%—Projected       growth in 2012       $46...
Why Direct Mail?     • Fits better than       ever into growing       target marketing       and multichannel       concep...
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 ...
But You Need to Do Your     Customer Homework    • Aiming at the wrong      customers is an      expensive waste of      t...
Start By Dividing Your     Customers Into Three Tiers     • Bottom feeders        – Those who primarily buy on price      ...
How Well Do You Know Your     Best Customers’:              •     Competitors?              •     Market share?           ...
Aim High     • More high-level              people are       involved in          major print-related       decisions     ...
Aim Beyond Print      •   Print may be the least of          your customers          marketing issues      •   May be grap...
Offer New Services     • Database intelligence        – Segmentation, product          propensity, etc.     • Digital stor...
Thank You                    May you experience nothing but                               growth.                         ...
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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.

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Print Market Outlook 2012

  1. 1. Print Market Outlook Where the Business Is – and Isn’tMarketing Outlook 06/15/12
  2. 2. 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
  3. 3. Causes • Great Recession – Accelerated Adoption of Digital Media • Mobile Tech Advancements – Ereaders – Smartphones – TabletsMarketing Outlook 06/15/12
  4. 4. Effects on the Industry • 21.5% volume loss since 2008 • More industry consolidation • Severe hits on some marketsMarketing Outlook 06/15/12
  5. 5. Directories|Internet|Magazines|Mobile|Newspapers| Outdoor|Radio|Television US ADVERTISING SPENDMarketing Outlook 06/15/12
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. Marketing Outlook 06/15/12
  10. 10. Major Markets DIGITAL PENETRATIONMarketing Outlook 06/15/12
  11. 11. 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
  12. 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
  13. 13. 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
  14. 14. Magazines PRINT MARKETSMarketing Outlook 06/15/12
  15. 15. 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
  16. 16. Magazines (Cont.) • Q112 launches – 192 (Mr. Magazine) • Other print growth sectors – Indie magazines – Custom magazinesMarketing Outlook 06/15/12
  17. 17. Books PRINT MARKETSMarketing Outlook 06/15/12
  18. 18. 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
  19. 19. Catalogs & Direct Mail PRINT MARKETSMarketing Outlook 06/15/12
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. Improve Your Customer AimMarketing Outlook 06/15/12
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. Thank You May you experience nothing but growth. Larry Bauer Bauer Associates 630-406-8595 lbauer@bauerassociates.net bauerassociates.netMarketing Outlook 06/15/12

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