2012 Hot Markets : Printing in a Mobile World
Hotels and resorts will fare better as occupancy rates return to pre-recession RevPAR (revenue per available room). Starwood (+9 percent) and Marriott (+8 percent) are revamping many properties, checking-in with more spending on outdoor ads, ROP, reward direct mail, rack brochures and in-room amenities.
Cruise lines are sailing steady with waves of sheetfed and heatset catalog and poster printing. Royal Caribbean (+13 percent) and Carnival (+12 percent) run the category.
The travel planning/reservations sector will fly high. Priceline.com (+24 percent) and its online followers will move to mobile platforms, as with the Orbitz (+20 percent) three-click app for one-stop air, hotel and ground arrangements. Travel agencies will be acquired or franchised as the online brands go retail. Decals, screen signage, outdoor and transit ads, direct mail and large-format POS will be demanded by mid-2012. This sector will book 3.8 percent of total print, concentrated along the East Coast and upper Midwest.
GAMING/WAGERING ($663B, +3 percent; with $7.5B to print, +6 percent) pays out at No. 12. Caesars (+4 percent) will continue as the biggest buyer of CRM personalized print among the casinos and on-track/off-track betting parlors, forcing all other players to ante up, especially Las Vegas Sands (+20 percent) and Wynn (+12 percent), as they repatriate Asia profits and rebuild or redesign domestic operations. Casino décor, signage, small-format digital and narrow coldest web direct mail printing, plus outdoor and digital POS, will come up big.
Three new casinos will be opened in the new year in Vegas and Atlantic City. OEM print for gaming equipment will hit the jackpot as Williams (+25 percent) and others introduce networked gaming systems and premium participation portals; not your grandma’s slots.
On the other hand, state/provincial lotteries will scratch-off print at zero growth and a reduced print spend, except for outdoor and POS promotions of electronic games. In the pot will be 3.8 percent of all print, with no geographical concentration beyond Nevada.
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 firstname.lastname@example.org