Trendspotting Report: Trendspotting Report: Publishers Share Visions

To kick off the year, Publishing Executive—Printing Impressions' sister publication—surveyed magazine publishers to find out what trends and technology they think will have an impact on the industry in 2015. The responses reveal where publishing is headed. The survey gathered information on where publishers expect growth for their businesses, what tools they plan to invest in and where they’d like further education.

The majority of survey respondents publish business-to-business (B2B) media (47 percent), followed by consumer (34 percent), custom (32 percent), association (25 percent) and city/regional (18 percent). And, most respondents hold senior executive management roles (32 percent).

Print Ads Remain a Top Growth Driver

Publishing Executive has reported heavily on the diversification of magazine publishing companies, developing full multimedia portfolios, and growing revenue around such things as newsletters, video and events. In light of this, it was curious what product channels publishers actually expect to see revenue growth in next year.

Certainly, the variety of channels selected for expected growth was revealing. Yet 66 percent of respondents expect print and digital magazine advertising will remain the dominant sources of revenue growth this year. Fifty-seven percent expect growth in Web advertising.

Following advertising revenue, 39 percent of respondents see opportunity in e-newsletters and 32 percent in in-person events. Both are trends Publishing Executive has been following. Last year Nick Ferris, global business manager at Bloomberg Brief Newsletter Div., shared in the October issue how his team generated millions of dollars in revenue from dozens of B2B newsletters. Likewise, in Publishing Executive’s December 2014 issue publishers from Outside, Light Reading and WineMaker discussed how they made their events profitable. One can expect that both channels will continue to drive revenue for publishers in the coming year.

The survey also asked publishers what technologies or services they plan to purchase in 2015. Logically, the responses mirrored the expected areas of growth, with 36 percent of publishers planning to purchase digital editions and apps, 34 percent e-mail newsletter solutions and 33 percent Web publishing tools. The responses demonstrate a more general shift toward digital content—an area the media industry has continued to see expansion during the past several years.

Publishers Working to Master Digital

Aligned with the planned investment in digital editions, app creation and online publishing, publishers are seeking wisdom in these areas. The survey asked where publishers would like further education in 2015, and overwhelmingly they said that they want to learn more about digital and mobile publishing (57 percent). Publishers also express interest in social media strategy (41 percent) and audience development (39 percent). Hopefully, this survey data will help printers that serve publishers with insight into how print providers can provide the necessary education and diverse solutions within a rapidly changing publishing landscape. PI