The new technology for newspaper and magazine industry's influence is very big, the emergence of the Internet not only speed up the newspaper industry recession, and is also changing the news magazine destiny, because it can help the reader faster to find the information they desire. In addition, the economic recession in the brand owners also shrinking the constantly compression advertising budget.
And the decline of the traditional media contrast the rise of electronic reader. Its sales in 2008 from 1 million units increased to 2011; That way, the sales of printing will inevitably will fall. According to the market research company consultancy IHS predictions, ebook sales in the next five years will increase 40%, and sales of printing will decline 5%, this is to some extent by the ebook prices, because it is generally the sale price of printing low 40%.
This shows, publications printing and printing ink suppliers will face serious challenges, the enterprise management status in a short time, very difficult to change, and publications printing in a short time, will not disappear, but one thing is certain, it's the size of the market will gradually atrophic.
A, newspaper market
American newspaper market may be due to the Internet have the biggest impact on a field. From the digital perspective, the United States has the circulation of daily from 1990 in 62.3 million to 2010 in a fall of 46.2 million, a decline of 25.8%. At the same time, the United States the kinds of daily from 1990 in 1611 to 2010 in 1387 to reduce a by close to 14%.
In general, the newspaper will still take cost management way to deal with the rising cost of production and advertising to the loss of income. After 15 years of transition period, there are 85% of the newspaper AD revenue from printing. In 2010, the newspaper of the advertising revenue generated printing for 23 billion us dollars, and electronic newspapers have AD revenue for 3 billion dollars. Therefore, in a short time, most of the online business in newspaper depends on printing business to make money.
Even so, the newspaper industry is faced with some new opportunities.
Although it will be difficult, but still can get from the newspaper market mining to some real opportunity. For example the Sunday newspapers still is the first choice of coupons source, and most readers will be used to reading the news, not paper Internet browsing. In fact, now a lot of so-called electronic behavior all need the participation of printing, for example, QR code scanning the newspapers are one of four major source, and some newspaper printing houses through the use of UV ink find new business opportunities.
There is no doubt that the newspaper printing style has not as good as before, but it is still in the marketing mix an indispensable part, and will have to continue the recovery of the economy with growth.
Second, magazines market
According to the American release sab (Audit Bureau of Circulations, hereinafter referred to as ABC) statistics show that the average American magazine issue number has the highest from 2000 in to 378.9 million in 2010 to a drop of 325.2 million, down to 14.2%.
To the reader's digest and "TV guide" as an example, they in the 2000 total circulation for 23 million copies, and by 2010 only 7.9 million copies. At the same time, the "times", "newsweek" and "U.S. news and world report" and so on the circulation of magazine from 2000 in 9.3 million to 2010 in a drop of 5.9 million. Among them, "U.S. news and world report" now only release quarterly, and through the online update routine news.
In the recession and under the impact of digital media, magazines and directory market appeared shrink, although magazine ads in 2011 years ago three quarters basic remained stable, but the total magazine printing advertising revenue than only 9 months of 2010 rose 2.1% to 14.4 billion us dollars, and advertising page number declined by 1.1%.
Three, raw materials and publishing printing ink
Global economic recession and unrest and the rise of digital equipment in 2011 to publications printing markets have brought a lot of shock. Therefore, the output of compared with 2010 was decreased obviously.
2011 print advertising market demand a slightly better than in 2010, but than in previous years also sent a lot. The integration of the printing industry continued, and in print issue field, the production of the drop has is a fact of life. Although publishing printing enterprise in the second and the third quarter of last year the wages of prices, but the profit margins are hard to satisfactory. Publishing gravure market after the 2010 the third and fourth quarter after the brief recoveries again in 2011 of the first and second quarter appeared back slightly, but it is still higher than the overall level of 2010 years of the first and second quarter.
The market has been published ink rising prices of raw materials and supply shortage with, this also further influence the normal operation of the ink manufacturers. Burke says, printing ink the supply of raw materials are still to be the major effect of the raw material prices, one of the most likely to rise to publication gravure ink is offset printing ink and drum paper is very important rosin resin and mineral oil.
