Market research body The Industry Measure has reported that publishers are more positive than ever about business, but are looking to the internet for cost savings and sales growth.
According to the Publishing Forecast 2008, nearly a quarter (23%) said 2007 was better than 2006, and 27% thought that 2008 would be even better. The figures were even more pronounced for magazine publishers, at 27% and 33%, respectively.
However, the predicted success may not be passed on to printers, with rising paper and postal costs making for a "turbulent year", according to the report. Around three in five respondents described printing costs as a "business challenge".
In response to this, around two in five magazine publishers said email promotional activity would be increasingly important, while nearly the same number of publishers said they would increasingly use online proofing for final approval. Three in five identified driving traffic to their websites as a sales opportunity, and 73% thought that improving their websites would drive sales.
In fact, sales opportunities involving print scored lower than online campaigns, with around a third of publishers interested in cross-media projects that included printed advertising or direct mail, and 28% interested in new book titles. However, 38% were interested in direct mail-only projects.
"We should be careful when thinking about media channels becoming more and less important. When we say that certain media – such as print – are becoming 'less important', that is not to imply that they are becoming 'unimportant'. Print and other 'old media' have for so long been entrenched in these companies' marketing and promotion efforts that it's easy for print media-based promotion to be scaled down," said the report.
Source: printweek
According to the Publishing Forecast 2008, nearly a quarter (23%) said 2007 was better than 2006, and 27% thought that 2008 would be even better. The figures were even more pronounced for magazine publishers, at 27% and 33%, respectively.
However, the predicted success may not be passed on to printers, with rising paper and postal costs making for a "turbulent year", according to the report. Around three in five respondents described printing costs as a "business challenge".
In response to this, around two in five magazine publishers said email promotional activity would be increasingly important, while nearly the same number of publishers said they would increasingly use online proofing for final approval. Three in five identified driving traffic to their websites as a sales opportunity, and 73% thought that improving their websites would drive sales.
In fact, sales opportunities involving print scored lower than online campaigns, with around a third of publishers interested in cross-media projects that included printed advertising or direct mail, and 28% interested in new book titles. However, 38% were interested in direct mail-only projects.
"We should be careful when thinking about media channels becoming more and less important. When we say that certain media – such as print – are becoming 'less important', that is not to imply that they are becoming 'unimportant'. Print and other 'old media' have for so long been entrenched in these companies' marketing and promotion efforts that it's easy for print media-based promotion to be scaled down," said the report.
Source: printweek
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