The State of Custom Content Publishing - 2011 (Print in the Mix)

The year 2010 saw a surge in emerging platforms for custom content, with video, mobile, and virtual events spending hitting an all-time high of $12.5 billion, according to “Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2011,”  by the Custom Content Council and ContentWise. With this said, the annual study finds print still dominates the market, with $24 billion spent on print production and distribution, and $3.6 billion spent on other forms of content.

Highlights from the 11th Annual study:

  • Investing in higher-impact print publications: The average number of publication titles per company fell from 2.3 in 2007 to 1.7 in 2010 and the frequency of the average title dropped from 9 issues per year to 6.1 -- yet the average per-issue page count rose from 22.2 in 2007 to 29.4 in 2010. The study finds that this is because marketers are investing in "less-frequent, higher-impact print publications."
  • Use of Color: Nearly nine out of 10 (88%) of companies used four-color production in printed custom publications, an all-time high.
  • Custom magazines making a comeback:  More than half (56%) of respondents say they are choosing to publish more costly to produce magazines, as opposed to putting out newsletters (37%).

Read the full article at Print in the Mix:

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