Hot Markets for 2007 — Prepare for Growth
At Number 16 will be personal care ($346B, +15 percent; with $6.2B to print, +12 percent). Hair, skin, sun care ($1.5B to print, +45 percent), fragrances ($0.6B to print, +12 percent) and color cosmetics and toiletries ($2.9B to print, +4 percent) are the printing superstars, applying ultra-slick packaging, labels, POP and spectacular-type magazine inserts onto the face of marketing.
The remaining sector buys are litho and flexo packaging and POP, principally for sanitary/hygiene products ($1.2B to print, +9 percent). With the threat of biological and nuclear terror ahead, this segment will grow at 13 percent to 50 percent.
Ranked Number 18 and Number 19, respectively, are entertainment ($652B, +1 percent; with $4.9B to print, +9 percent) and closely aligned consumer electronics ($748B, +8 percent; with $4.8B to print, +13 percent). Content and distribution connect these sectors. Defensively, broadcast/premium cable/satellite ($1.8B to print, +12 percent) are converting to digital cable and broadband-enabled, added services such as broadcast’s cable bypass for computer-to-television and telecom’s TV set-top boxes for streaming data delivery.
On the offense are recordings/sound and video ($0.4B, +31 percent) promoting legitimized video and music sharing, as Google’s YouTube and others automatically identify copyrighted material as downloaded. Motion pictures ($1.2B to print, +9 percent), converting to digital projection, will offer theater-goers and travelers outside, wireless downloads and enhanced viewing/sensation features via handhelds.
Printers contemplating metadata services take note: Graphic and literary conversions should be tagged in premedia to generate new revenues. Direct mail, outdoor and premium sales in combination will scream.
Sounds Like Growth
Toys and games ($0.7B to print, +37 percent) and personal computers and peripherals ($1.5B to print, +5 percent) are designing into the wildly successful iPod/iTunes video/audio players. The platform for Disney’s “Mix Max,” aimed at “tweens” (9- to 13-year-olds), is open to any content provider, and will be a large consumer of packaging and promotion because there are no downloads.
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