Hot Markets for 2007 — Prepare for Growth
The receivers and players ($2.4B to print, more than two-thirds to Asia) segment will double to $4B by 2009 as Mattel and Hasbro, among other toy marketers, migrate to digital cameras, cellphones and MP3s geared to youngsters. Non-techies will be marketed such products as Printing Mailboxes that output e-mails without a computer or Internet connection, batteries rechargeable through USB ports, satellite radio receivers, etc. Digital hubs will increasingly provide fee-based, commercial-free TV shows and countless additional entertainment besides computing.
Leisure activity ($199B, +7 percent; with $4.7B to print, +5 percent) relaxes to Number 20. As Americans give back vacation days, there’s less time for recreation and fitness, pools, gyms and clubs (-6 percent), but more money for print ($1.6B, +5 percent). Ditto for outdoor sporting and wheel goods ($2.3B to print, one-half domestically, +11 percent) and horticulture and hobbies ($0.8B to print, +14 percent). Packaging, outdoor, POP and magazine inserts will be choice media.
At Number 22 is gambling/wagering ($481B, +8 percent; with $3.9B to print, +9 percent). State/provincial lotteries ($2.5B to print, +14 percent) will appeal to financially strapped consumers with game cards, POP, outdoor and other print collateral. Casinos/wagering parlors ($1.1B to print, +9 percent) will expand locations, including those resulting from the unprecedented legalization of slot machines in Pennsylvania.
On-track/off-track betting ($0.3B to print, -25 percent) elsewhere will be flat and in rapid consolidation. Online gaming is a long-shot bet for direct mail and loyalty clubs as the U.S. Senate fails to pass the Goodlatte/Leach prohibition bill.
Government/federal and state ($4.6T, +8 percent; with $3.1B to print, +5 percent) will rise to Number 23. Health and human services ($1.4B to print, +30 percent) will outspend other federal agencies by three times, on average, as Congress pushes universal healthcare and pandemic response.
Canada-style Big Brother messages will spew forth from billboards, posters and postcards as never before. Attention GPO shoppers! State governments ($1.3B to print, +18 percent) will continue to pay more for less with bad practices of reverse auctions and single outsourcing schemes.
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 email@example.com