…Then, a Closer Focus on Printing
Lisa Cross -- graphic arts online, 3/1/2001
After determining and ranking the industries that spend the most on promotion and advertising, we looked at specific ad and promotion expenditures for print. This step in the process would help confirm which industries were indeed big purchasers of print. Still, this step alone was not enough to complete the analysis because magazine ad spending and direct mail do not account for a vast majority of the sheetfed printing market. By combining total ad and promotion spending, industry print purchases, and intuition, we identified six industries that we believe are representative of the top purchasers of print: automotive industry, retail, financial services, travel, food, and professional business services.
Industry Category | 2000 Expenditures* | % Change 1999-2000 |
|---|---|---|
Technology | $1.95 billion | 38 |
Automotive | 1.75 billion | -3.90 |
Apparel and Accessories | 1.31 billion | 18.90 |
Toiletries and Cosmetics | 1.27 billion | 12.50 |
Home Furnishings and Supplies | 1.23 billion | 5.60 |
Media and Advertising | 1.21 billion | 36.30 |
Financial, Insurance, and Real Estate | 1.20 billion | 17.90 |
Food and Food Products | 1.17 billion | 17.90 |
Drugs and Remedies | 1.13 billion | 17.50 |
Retail | 1.08 billion | 31 |
Direct Response Companies | 1.07 billion | -7.60 |
Transportation, Hotels, and Resorts | 751 million | 7.50 |
Cigarettes, Tobacco, and Accessories | 401 million | 17.60 |
Source: Publishers Information Bureau
*Figures rounded from source data
Industry Grouping | Expenditures* |
|---|---|
Business Services | $11.32 billion |
Non-Store Retailers | 10.49 billion |
Communications | 8.03 billion |
Wholesale Trade | 7.99 billion |
General Merchandise Stores | 7.61 billion |
Transport Services, except Airlines | 5.83 billion |
Printing and Publishing | 5.59 billion |
Depository Institutions | 5.44 billion |
Transportation Equipment | 5.43 billion |
Electrical Machine and Equipment | 5.32 billion |
Insurance Carriers/Agents | 4.73 billion |
Professional Services | 4.46 billion |
Chemicals and Allied Products | 4.13 billion |
Educational Services | 3.99 billion |
Industrial Machinery and Equipment | 3.62 billion |
Home Furnishings Stores | 3.26 billion |
Real Estate | 3.22 billion |
Security and Commodity Brokers | 3.11 billion |
Entertainment | 3.05 billion |
Food and Kindred Products | 3.02 billion |
Source: Direct Marketing Association, 2000 Economic Impact: U.S. Direct & Interactive Marketing Today
*Figures rounded from source data
