NAPCO CEO Ned Borowsky: 'Our total audience increased by 25 percent in 2011'
We are seeing a bounce in December, and while it is still early in the cycle, we are also seeing a moderate increase in bookings for 2012 versus last year at this time—both positive signs.
Skodzinski: What are your biggest growth areas?
Borowsky: Growth areas include webinars, lead gen, custom publishing, live events, virtual trade shows, online advertising—virtually every revenue area except print registered growth in 2011.
Skodzinski: What is your financial outlook on print?
Borowsky: We operate with four groups [the Printing & Packaging Group (publisher of Printing Impressions, among others), the Consumer Technology Group (publisher of E-Gear, among others), the Target Marketing & Publishing Group (publisher of Target Marketing and Publishing Executive, among others), and the Promotional Products Group (publisher of Promo Marketing, among others)]. Print declined in two of our four groups in 2011. Certain brands in the other two groups saw an increase in print. We are hoping that print overall will be flat in 2012, so the net revenue gain outside of print will translate to growth overall.
Skodzinski: You currently produce the largest in-person event for book and magazine publishers, the Publishing Business Virtual Conference & Expo, as well as several other events and virtual events. Are events a growth area for you?
Borowsky: We project continued and strong growth in our trade shows—Publishing Business and CEA [Consumer Electronics Association] Line Shows. Publishing Business saw a large increase in paid conference attendance in 2011, which we expect to continue into 2012. CEA Product Line Show is now the mainstay of CE Week, so other publishers and organizations can co-locate events during the week. In 2012, we have doubled our venue size in response to selling out in 2011.
Skodzinski: What do you have coming down the pike?
Borowsky: We have several new products and services being launched in 2012 in each of our four groups.