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!