The hottest web offset printing market survey in t

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According to the Research Report of gamis, in 2010, direct mail increased the share of print media in all print and advertising media expenditures in the United States to 29%, an increase of two percentage points over 2004. Several major direct mail advertisers are very interested in the two areas actively developed. First, they should improve the audience orientation through database management and related analysis, so that they can deliver mail to special individuals, groups of customers or customers of the same type. Secondly, they should use variable content to personalize the email and customize the direct mail. According to the survey of gamis, highly audience oriented and variable content can be regarded as the future development direction of direct mail. However, high audience orientation and variable content will increase the demand for production. At the same time, the number of prints is reduced and the cycle is shorter. Every email needs more processing and integration, which will increase the cost. The U.S. Postal Service may also treat such variable content direct mail as first-class mail rather than low-cost standard mail

direct mail advertisers will combine creativity, production and delivery processes to form a more "strategic integration". In terms of the number of variable contents and the number of prints of each activity, it should be able to carry out smoothly and track the results of the activity. In the future, the printing chamber of Commerce will judge more from their contribution to the strategic objectives of advertisers than from the technical quality of their work

no matter how the trend is towards more purposeful delivery of variable content, many advertisers still want to reduce the minimum price for the highest volume printing of a version. Jackie bland, executive president of gamis, pointed out: "Direct mail suppliers must seriously consider which kind of customers they want to serve. The commodity price model is based on indifference and high volume, and the high-value model is based on higher direct mail efficiency. The two are completely different businesses. It is difficult to do both models well and profitably with the same equipment, the same personnel, the same equipment and the same process."

books and their covers

nearly 50% of the respondents said they printed books and covers and planned to continue printing in this field in the future. The production of short edition live books seems to be a new market, and printing technology is also paying attention to this short edition market. However, according to the survey of books conducted by gamis, printers invest in strategic diversification, obtain faster and more effective workflow, and find stronger demand. These are the publishers who are looking for a printer that can meet the needs of short edition production

The gamis survey also noted that printers who use sheet fed four-color offset printing machines to print books have felt competitive pressure from the other side of the Pacific, especially from China. According to some sources, 50% of paperback books (commonly known as coffee table books) are now printed outside the United States. In the research report, fiveorsix publishers said they planned to transfer more books to China for overseas printing

the four-color printing in the United States is basically limited to live parts with short edition and short printing cycle, such as current affairs books with time limit. According to the survey of gamis, the higher the value of books (four-color, die-cutting, special-shaped folio), the more likely they are to be transferred to overseas printing

although the book publishing industry will face many challenges, the revenue and unit price of books are expected to develop in the next 5 to 10 years from the overall ease of operation of this equipment. In general, according to the survey of gamis, the annual growth rate of the book publishing industry is expected to be about 4% from 2001 to 2012. The growth rate of some fields is higher, and this industry will continue to develop in the next 10 years at least

in the field of book publishing, the fastest growth will be the books of secondary education, with an annual growth rate of 6.9%, and the annual growth rate of university textbooks is expected to be 4.8%. According to the survey of the U.S. printing sales information service department, mail orders are a branch that is expected to decline, and it is estimated that they will decline by 6.8% in the next 10 years

three branches of book printing are expected to have an annual growth rate of at least 3%, namely professional books, religious books and children's books. In addition, the growth rate of subscribed bibliographies remained at 3.0%

additional value-added services

as the printing industry is becoming more and more complex, buyers require printers to provide a wide range of services, and the boundary between printing and auxiliary services is becoming increasingly blurred. Therefore, the questionnaire asked the printers what percentage of their income from direct printing (printing ink on paper) and what percentage of ancillary services

A little more than 46% said that 80% - 90% of the profits were obtained only through printing, but only 9.6% said that 100% of their income came from printing

although it is not impossible to associate these figures with the income of ancillary services, it is still difficult. In the survey conducted by the American printer, 32% of respondents said that 1% - 19% of their income came from ancillary services. However, the implementation of product standardization requires standards to be advanced. 30% did not answer this question. According to the regulations, the proportion of lubrication and refueling is quite large

obviously, although printers' income is increasingly derived from non printing income, the printing industry still does not know how much of it comes from the ink printed on the paper. Some experts believe that the percentage of printing only may be as low as 35%, and it is still declining. However, printers usually do not distinguish which fees come from which services internally. Value added services play an important role in the hybrid model. The services provided by many printing plants are not accounted for like the direct line project, but they will still be included in the total cost of live parts. Although this may be a good sales method, it cannot be regarded as a good internal billing method

printers have not solved their cost calculation problem well before, and this technology can never effectively track the cost of the whole printing plant. Therefore, it is almost impossible to separate printed apples from auxiliary service oranges. As has been said, printers will undoubtedly generate more sales by providing a wide range of services. Prepress, archiving, consulting, mailing and distribution, design, and even self-sale are now within the scope of printers. All printing branches will become wider and wider, forming a diversified industry

source: print magazine

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