2015 Hot Print Markets Analysis: Target Verticals That Fit Your 'Sweet Spot'
Durable goods sector print will build with No. 4 Real Estate ($2.161T, +5 percent; with $11.7B to print, +11 percent). Rentals (+8 percent) are opening up for open web as home ownership declines to under two-thirds—the lowest proportion since the 1930s. New/resale residential housing (0 percent) is in the cellar and won’t hit 2 million units, a benchmark.
The causes of stringent lending and stagnant job growth will force realtors, builders and mortgagers (+12 percent) to widen the circulations of buyer’s guides, newspaper inserts, signage and brochures. Commercial real estate (-4 percent) is overbuilt in office space, warehouses and, worst, retail—all good for view books, high-end magazine inserts, large-format storefront/building wraps and, of course, “For Rent” signs.
No. 10 Automotive ($2.195T, +5 percent; with $8.2B to print, +1 percent) is steering toward 16.7 million new cars and trucks (+7 percent) in 2015 because manufacturers missed last year’s target and the timing of the replacement cycle. The average age of U.S. vehicles on the road is 11 years, a record that Carmax (+10 percent) and other mega-dealers are exploiting with more used vehicle (+4 percent) stores and lots. While sheet and heatset web work is stalling to online advertising, coldset is curing up with local FSI and shopper publications, as are AutoZone (+23 percent) and other parts and repairs (+16 percent) retailers.
The biggest category of advertisers are auto insurers and finance (+6 percent). Progressive (+9 percent) leads in print with VDP direct mail, out-of-home displays and vehicle wraps. Allstate (+6 percent) is out to regain lost market share as dozens of companies drive into this category.
The third durables sector is No. 16 Home Improvements ($820B, +3 percent; with $5.8B to print, +6 percent). Ace Hardware (+9 percent) will gradually co-label its 3,000 U.S. member stores and 252 competitor conversions as HouseMart. VDP self-mailers with loaded “patronage dividend” cards, plus in-store remodeling graphics are good signs.

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