HOT MARKETS FOR 2006 — NEW YEAR CELEBRATIONS
Travel/hospitality will reserve Number 15 ($699 billion, +5 percent; with $5.6 billion to print, +2 percent). Record occupancy rates raises print demand in hotel and resort lodging ($3 billion to print, +20 percent) for sheetfed and half-web heatset plants. Close to home, weekend tourism is the new target, while cruise lines ($1.1 billion to print, +10 percent) make waves with the alternative of cheap sailing.
Loyalty programs, robust in personalization, are migrating from airlines ($0.9 billion to print, -11 percent) where advertising and utility printing (e.g., tickets and jackets) are crashing. Destination parks ($0.6 billion to print, +6 percent) are roller-coasting up as auto fuel hikes decrease travel distances. Outdoor, couponing, inserts and brochure print are looping.
Personal care ($302 billion, +15 percent; with $5.6 billion to print, +5 percent) is Number 17 for ‘06. Color cosmetics and toiletries ($2.8 billion to print, +7 percent), hair, skin, sun care ($1.1 billion to print, +21 percent) and fragrances ($0.5 billion to print, +15 percent) are attractive for in-store signage, swatches, scent strips and labels/ packaging.
Sanitary/hygiene, etc., ($1.1 billion to print, +21 percent) will consist of new-generation protection and hazmat removal products—the consequence of terror threats.
Entertainment ($646 billion, +1 percent; with $4.5 billion to print, +5 percent) will rise to Number 18, featuring motion pictures at ticket sales ($0.6 billion to print, +10 percent), which will become digital, dimensional and interactive in ‘06. Broadcast/premium cable/satellite will convert to digital cable, computer-to-tv and HDTV, enabling added services. Direct mail and subscriber inserts from major networks to minor podcasters should surpass $0.5 billion in print.
Live concerts, participant/spectator amusements ($2.4 billion to print, -4 percent) will drop some sheetfed work, even as costs of admission increase 3 to 5 percent. The coming attraction for recordings/sound and video ($0.3 billion to print, -5 percent) is product downloading with Netflix and TiVo, which will deliver entertainment online and on-demand.
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 email@example.com