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Custom publishing Today Evgeny Grigoriev

Custom press is one of the most usual things in urban world  Airlines  Airports  Hotels  Shops etc.

You can find it anywhere!

Examples I’ve got right here

Cost-effective custom print is going to be a key factor in the renaissance of print publishing over the next several years. This rebirth may not result in an industry as we know it today, but it will still offer a very powerful value-add channel for most publishers.

Marketing's Customer Publishing League Table Rank

Rank

Agency

Turnover

Turnover

%

Print

Online

2008 (£)

2007 (£)

change

(%)

(%)

2008

2007

1

1

John Brown Media Group

55,126,465

57,110,446

-3

96

4

2

3

Ten Alps Communications

44,770,611

39,875,479

12

86

14

3

2

Redwood Publishing

42,261,254

44,147,656

-4

85

15

4

5

Seven Squared

28,241,000

26,636,000

6

98

2

5

4

Publicis Blueprint

25,070,000

28,526,000

-12

80

20

6

6

Redactive Media

24,400,000

24,700,000

-1

88

12

7

8

Haymarket Network

23,400,000

22,100,000

6

90

10

8

7

Cedar Communications

23,296,666

22,861,589

2

99

1

Ink Publishing

20,822,000

15,053,738

38

100

0

River Publishing

20,400,000

18,600,000

10

85

15

£ 307 787 946,00

£ 299 610 908,00

9 10

n/a 9

Marketing's Customer Publishing League Table Companies in research 38

Total 2008

Total 2007

412 153 593,00 391 426 100,00

UK revenue CP, excl mail cost 1995 2000 2005 2007 2008 2009 2010 2013

108 ml 239 ml 382 ml 514 ml 521 ml 506 ml 521 ml 568 ml

US companies spending on CM 2007 2008

44,8 bill $ 55,6 bill $

Average spend 2008

900 th $

Average spend 2009

1,8 ml $

51% print media per company

Large marketers’ need to create and distribute content that attracts, holds and serves key audience across all media channels Sack Vandenboom

What shall we call “custom press”?  a company PAY for it  it has a content (not just a list of address & phone number)  the aim is to change someone's opinion and/or behavior (to involve, to engage etc.)

CP is highly developed in US, UK & Germany Russian CP market is apr. the same as whole Europe: It’s about 1 billion $ spent for CP But only 5% of it has special agencies

In UK and US the CP is most about client relation In Germany it’s apr. 70% clients and 30% “in house” (or B2P) In Russia it’s 30% clients and 70% B2P (in $), 10% clients 90% B2P in titles

Perfect content makes changes “Perfect” means (for the company):  Meaningful  Authentic  Creative  Valuable  Engaging  Global respect  Transparency  Social involved  Interactive  Free

Things are much more simple:  correctly choose your audience  have something to say  believe in what you say  be involved in the situation  deliver your content in the most useful way  try to get as much feedback as possible

In Russia we do not have much competition in  Medical care  Fashion clothes  Sports wear  Furniture, etc.

Thus we do not have B2C issues in this fields We do have competition in  Mobile communication  Perfumery retail  Banking All the players have B2C issues

The most common task for CP in Russia is to involve the employee into the companies life and culture It is not only for transnational companies, such as Bayer, Nycomed, Shenker, Sun InBev, 3M etc., but Russian companies too.

Thank you!