New Survey Shows Custom Content Market Spend at $40.2 Billion
(Press Release) New York, NY, March 22,, 2012—While print still captures the majority of money spent on custom media – $23.6 billion – the combination of electronic, video, and other forms reached an all-time high spend of $16.6 billion in 2011, with 52% of marketers saying they now use branded video. Eighty-seven percent of companies use print to convey content, followed closely by web sites at 82%. Survey trends indicate that print will relinquish its dominant role in the next few years, though it will continue to be a sizeable component in overall spend well into the future.
The “Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2012,” the 12th annual industry study by the Custom Content Council and ContentWise, compares usage of content marketing among all different formats from 2009-2011 including print, web, email, video, virtual events, white papers, podcasts and e-Zines. While print declined from 91% to 83% in three years, video rose from 37% to 52% and email went from 66% to 71%.
For the ninth year in a row, titles targeting external audiences exceeded those targeting internal audiences at a 73% vs. 27% ratio, with the USPS confirmed as the preferred distribution method (75%).
Other key findings of the Characteristics study include:
· Use of color: The use of four color printing in custom publications rose again, with 89% using all or some four color.
· Declines: The number of unique titles per company dropped to 1.4 from 1.7, and the average circulation per issue dropped to 47,500 from 52,000; though that is the third highest level of average circulation since the survey was first conducted in 1999. The number of unique printed custom publication titles decreased sharply from 110,000 to 88,500.
· Presence of ads: 37% of custom publications carry advertisements, with 17% in-house ads and 20% paid ads, representing a 6% increase of in-house ads.