PRIMIR Explores Trends in Magazine Printing and Publishing
Anew Print Industries Market Information and Research Organization (PRIMIR) study, Magazine Printing and Publishing 2006-2011, provides an understanding of the trends, market influences and competition that will shape the magazine printing industry to 2011 and beyond. The report includes both qualitative and quantitative analysis and statistics about the magazine industry.
Conducted by the PrintCom Consulting Group, Waxhaw, NC, for PRIMIR, the research study is based on extensive analysis of industry databases containing detailed information about magazine companies and individual titles. Additionally, real world insights were drawn from nearly 100 in-depth expert interviews in conjunction with a physical sampling and study of approximately 640 magazines.
According to PrintCom, North American consumers have long had a love affair with magazines as a source of information and entertainment. Hobbyists and special interest enthusiasts use magazines as a primary source of information. For professional and trade specialists, magazines serve as sources of industry data, methods and practices as well as technology introductions and product information.
For advertisers, print magazines are a primary vehicle for brand building, product awareness and new product introductions. Magazines have long been considered a vital part of virtually all large and many medium as well some small companies’ marketing/sales “media mix.” Magazines, newsstand-purchased or mail subscriptions, can be found in the majority of North American homes and businesses and that trend will continue despite the onslaught of the internet and other competitive alternative electronic media.
As evidence of the continuing viability of magazines, the report, which is the result of an extensive year-long study of the magazine industry, cites the birth of 1,370 new magazine titles that were issued in the U.S. and Canada in 2006, expanding the total to an all-time high of 26,140 titles. In 2007, a net growth of 820 new titles is expected, bringing the end-of-the-year number of magazines to 26,960. This is the largest number of magazine titles ever identified and is a testimonial to the vitality of the media for both advertisers and readers.
Although the total number of pages contained in all North American magazines will, according to the study forecast, decline by approximately 9 percent between 2006 and 2011, the number of magazine titles over that same period is expected to increase almost 8 percent to 28,205 total titles. The decline in pages is attributed to a shift of some content from print to web, while the increase in titles represents a growing diversity of reader interest.
Creating digital internet-distributed content which supplements the print magazine as well as creating stand-alone digital magazines is an integral part of almost all publishers’ evolving business strategy.
While in some respects this is growing competition to print, the key to successfully reaching the consumer or business person is to marry the best of both media so that they will be best able to complement each other.
Without print, it is difficult for a publisher to develop a successful profitable internet presence, according to the magazine study analysis. The web enables the publisher to expand the depth of editorial material as well as to reach new readers and advertisers.
According to the PRIMIR magazine study, in the new 360 degree publishing approach, print drives readers to the web and web content returns readers to print. The study characterizes the new generation successful publishers as ones that will deliver content through a variety of multiple media including print.
The study, Magazine Printing and Publishing 2006-2011, was distributed to all members of PRIMIR and NPES. For PRIMIR membership information, contact Jackie Bland, managing director, (703) 264-7200; e-mail: firstname.lastname@example.org; web: www.primir.org.