CATALOG & MAGAZINE PRINTING OUTLOOK — TURNING THE PAGE
“Successful catalogers in 2007 will continue to focus on their customers with new products and services,” he predicts. “They will execute integrated, cross-channel strategies while leveraging customer data. One channel will not replace the other; rather each channel’s unique strengths will be used to deliver the same brand message. Mailing plans will be based on minimizing the impact of the postal rate increase.”
On the publications side, total magazine rate-card-reported advertising revenues for September 2006 increased 6.6 percent compared to the same month last year, according to Publishers Information Bureau (PIB). Ad pages totaled 26,541.99, up 2.4 percent against September 2005. From January through September, PIB revenue closed at $16,933,933,955, an increase of 4.3 percent over the same period in 2005, with ad pages totaling 173,501.11, a 0.7 percent increase over the previous year.
Also, seven major advertising categories showed gains in PIB revenue and pages. Double-digit increases in pages and revenue were seen in Drugs & Remedies and Food & Food Products. Other categories that tallied dollar and page increases included: Automotive; Home Furnishings & Supplies; Media & Advertising; Direct Response; and Finance, Insurance & Real Estate.
Peter Hanson, COO of the Publishers Service Group at Cadmus Communications, reports seeing modest page gains in the overall magazine segment, with more significant page gains in the city/regional market.
“Our journal plants continued to see gains in pages as the need to publish more content in the STM (scientific, technical and medical) community continues,” Hanson says.
To help generate new revenue streams in 2006, Cadmus added two new Goss Sunday web presses, as well as four new Heidelberg sheetfed presses equipped with CutStar roll-to-sheet technology. In addition, it purchased two new stitchers and one binder. Cadmus also looked overseas for ways to cut costs.
“We continue to expand our content operations in India, which allows us to offer low-cost solutions for both magazine and journal publishers as they outsource traditional publishing activities,” Hanson discloses. “In addition, we now have partnerships with printers in China, Singapore and Malaysia to help those customers that publish pieces that can benefit from low-cost offshore production.”