Survey: Signage, Large-Format Growing Rapidly
MELBOURNE, FL—Offset sales in 2014 are in decline in all but the fastest growing shops; however, even there growth is reported at less than 1 percent. Meanwhile, sales from signs, banners and large format are seeing growth across the board.
This data from the new National Print Owners Association (NPOA) Business Climate Survey “clearly supports the conventional wisdom that sales from traditional offset printing are fading,” according to survey author and NPOA Executive Director John Stewart. “This data also confirms that these declines are being offset in the more successful shops by new profit opportunities,” he added.
As a whole, the 2014 sales projection data from the survey’s 250 respondents shows an average decline in offset sales of 4.7 percent. Meanwhile, sales of signs, banners and large-format output are seeing a 10 percent growth, followed by digital copying and printing (6.8 percent), mailing services (4.2 percent), graphics and Web design (3.0 percent), and advertising specialties (2.5 percent). Survey responses were then divided into three categories: companies projecting negative sales growth; companies projecting growth from 0 percent to 7.9 percent; and shops projecting growth of 8 percent or more.
Offset sales were down the most (10.7 percent) at companies projecting negative sales growth. In fact, sales for these companies were down across the board except in the signs/banners/large-format category where they were up slightly at 1.5 percent.
At the companies projecting growth between 0 percent and 7.9 percent, offset sales were down 2.3 percent. Sales for signs/banners/large-format were up 8.9 percent followed by digital copying and printing (5.4 percent), ad specialties (4.0 percent), mailing services (2.8 percent), and graphics and Web design (2.8 percent).
Companies with 8 percent sales growth or more had offset sales growth of 0.9 percent, but showed exceptional growth in all other departments. Signs/banners/large-format sales were up 22.1 percent with digital copying and printing up 17.5 percent, mailing services up 17.3 percent, graphics and Web design up 8.9 percent, and ad specialties up 5.7 percent.