These are the best of times. They should be, anyway. Never before have we been able to go beyond our roles as editors, circulation managers, sales representatives or publishers in the way we are able to today.
Reflecting today’s challenging economic environment, more than half of publishers expect their print advertising revenue to drop this year compared to 2008, according to Publishing Executive’s “2009 Advertising Trends Study,” which was conducted by independent research company Readex Research and included 175 respondents. If there is a silver lining, however, it is the fact that 41 percent say they don’t expect ad revenue from their print publications to decline this year: Almost 20 percent expect an increase, and 22 percent expect that print ad revenue will be flat in ’09.
While there is no denying the digital revolution, a new study by Publishing Executive, called the “2008 Publishing Advertising Trends Study,” shows that online revenue is not exceeding print revenue for most publishers … and the majority of publishers don’t expect it to—that’s right, ever. For the study, Publishing Executive worked with independent research company Readex Research to survey Publishing Executives from a variety of industry segments including business-to-business (b-to-b), consumer, association and professional publishing. More than 250 publishers participated. What did the study’s findings reveal? For starters, 89 percent of respondents said their organization’s current online revenue does not exceed its print revenue.
Variable data printing (VDP) offers magazines a means of targeting advertisers' messages to subscribers by demographic and/or ZIP code. Today, as publishers and their sales representatives are looking for new options for delivering their publication's audience in ways that best benefit their advertisers, VDP is used to allow advertisers to personalize messages with both images and text to target even just one reader. "VDP allows a magazine to digitally print each individual copy with different messages," says Steve Custer, publisher of Farm Journal and Top Producer magazines in Philadelphia. Farm Journal uses VDP for advertisers to promote products to different customers. "And it's not