HOT MARKETS FOR 2006 — NEW YEAR CELEBRATIONS
Academics, after failing Marketing 101, are finally getting it. Alternative private education ($0.8 billion to print, +21 percent) is taking share from traditional colleges and universities, and is out-spending in print and other media by a factor of three. Flunking is enrollment of foreign students. Homeland security impediments are forcing programs offshore, which means branding schools and American learning with multi-lingual print and distribution.
Tuition will be promoted by the Higher Education Act, which increases student loans by 30 percent. FSIs, catalogs and outdoor/transit advertising should surpass $1 billion. Athletics and cultural activities ($0.7 billion to print, +18 percent) will require posters, programs, signs, tickets and other mostly sheetfed and screen printing. Development ($0.5 billion, +12 percent) should mean robustly personalized direct mail work for digital and heatset web plants and lettershops.
Religion and charity ($358 billion, -2 percent; with $3 billion to print, +4 percent) is Number 24 and slowing from record-breaking 2005, which included a temporary 100 percent tax deduction for givers and unprecedented proceeds to natural disasters. Falling from grace for the first time is religion ($1.1 billion to print, -6 percent), but still blessing print with mostly cold web book, magazine, program and fund-raising packages.
Health/society benefit giving ($0.8 billion to print, -4 percent), especially at the community level, should aid small plant lettershop, sheetfed and digital printers. Every other category of giving will be chasing fewer donations, and so will require more fundraising print. Most desperate will be arts and culture (-21 percent) and the environment (-36 percent) which, together, may demand more than $0.6 billion of our medium.
At Number 25, government/federal and state ($4.242 trillion, +6 percent; with $2.9 billion to print, -20 percent) will fall off as work is unseated by downloads and privatization. Health and human services ($1.1 billion to print, -18 percent) and defense and homeland ($0.4 billion to print, -25 percent) will dominate GPO procurements.
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