Hot Markets Update — Summer Hot Spots
With food, there’s thirst. Beverages ($366B, +4 percent; with $8.9B to print, +1 percent) is the ultimate seasonal category with most print spends at this time of year. Get to the distributors who have co-op dollars. Their trucks are everywhere, so follow them.
Travel/hospitality ($760B, +1 percent; with 7.3B to print, +1 percent) is shifting to close-to-home mini-vacations. Regional advertising, with direct mail, FSIs and outdoor, is hot, as are near-shore destinations such as Canada, Mexico and the Caribbean. While the airlines drag this sector down, the hospitality category is very dispersed and print-friendly.
Vincent Mallardi, C.M.C., is a the chairman of the Printing Brokerage/Buyers Association International (PBBA) and is a Certified Management Consultant in the paper, printing and converting industries. He is also an adjunct professor in economics. Contact him via email at vince@pbba.org