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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. - PowerPoint PPT Presentation
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Custom publishingToday
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 hereExamples 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.
Rank Rank Agency Turnover Turnover % Print Online
2008 2007 2008 (£) 2007 (£) change (%) (%)
1 1John Brown Media Group 55,126,465 57,110,446 -3 96 4
2 3Ten 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 7Cedar Communications 23,296,666 22,861,589 2 99 1
9 n/a Ink Publishing 20,822,000 15,053,738 38 100 0
10 9 River Publishing 20,400,000 18,600,000 10 85 15
£ 307 787 946,00 £ 299 610
908,00
Marketing's Customer Publishing League Table
Marketing's Customer Publishing League Table
Companies in research
Total 2008 Total 2007
38 412 153 593,00 391 426 100,00
1995 108 ml
2000 239 ml
2005 382 ml
2007 514 ml
2008 521 ml
2009 506 ml
2010 521 ml
2013 568 ml
UK revenue CP, excl mail cost
2007 44,8 bill $
2008 55,6 bill $ 51% print media
Average spend 2008
900 th $ per company
Average spend 2009
1,8 ml $
US companies spending on CM
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!