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
%
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!