Hot Markets Update — Summer Hot Spots
Also in the state of play is gambling/wagering ($797B, +7 percent; with $4.9B to print, +22 percent). The impaired economy is lucky for casinos, lotteries—and printers. Record demand for slot machines and the OEM screen-printed components, large-format digital POP/POS at hundreds of new locations, and robust personalized direct mail loyalty programs are the best bets.
Leisure activity ($187B, -4 percent; with $4.1B to print, -12 percent) is off except for horticulture and hobbies. Sporting and wheel goods, recreational vehicles and fitness, pools, gyms and clubs are at saturation. A slowly recovering market in real estate ($2.1T, +1 percent; with $11B to print, +4 percent) will build printed guides, screen signage and digital sell sheets.
Beyond summer seasonals are five autumn demanders, plus one that comes around every four years like the flu. Elections/federal and local will have more than $1B in print heading for landfills the second week of November.
Higher education ($151B, +7 percent; with $3.2B to print, +7 percent) is responding to the astonishing loss of students to proprietary schools. Marketing 101 is now on the action curriculum, and printers have to get back on campus with recruitment solutions.
Fall fashion ($567B, +12 percent; with $8.7B to print, +1 percent) and personal care ($360B, +4 percent; with $6.8B to print, +5 percent) are seasonal buyers of heatset web ROP and inserts, sheetfed packaging, and both digital and screen printed POP/POS.
Freight/logistics ($624B, +9 percent; with $4.8B to print, +65 percent) traffic peaks in the fourth quarter. Chase after packing materials, business forms, fleet graphics, stamps and, in the most growth, large-format digital and screen mobile advertising.
Three non-seasonal sectors are making impressions. Computer software ($434B, +23 percent; with $11.1B to print, +13 percent) is concentrated in networking and mainframe computing ($3B to print, +35 percent) and complex support software and maintenance for mobile and other wireless devices. This convergence with telecommunications ($1.02T, +9 percent; with $8.7B to print, +4 percent) and entertainment ($711B, +9 percent; with $5B to print, +1 percent) is compelling for our medium.
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