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11thAnnual Industry
Characteristics Study
A Look at the Volume and Type ofContent Marketing in America for 2011
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Executive Summary
As other forms of content marketing evolve, it appears that printed custom publications (which were
the original form of content marketing decades ago) are evolving as well, toward a more substantial,richer magazine format with greater page counts and circulation, and lower frequency.
The average company distributes content 403.8 times per year more than daily. This statcombines the frequency of all forms of content marketing, and appears to be an indication thatbrands are increasingly playing a media role as they share more and more information, news andeducation.
The expansion of content marketing beyond the printed custom publication continued. Marketersspent an all-time high of $12.5 billion on video, mobile, virtual event, and educational content enroute to a $40.1 billion total spend on all forms of content marketing, the second highest spendrecorded.
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Characteristics of Printed
Custom Publications
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UNIQUE TITLES PER COMPANY Summary
After a two year decline believedto be largely the result of general
economic conditions, the numberof unique printed custompublication titles produced percompany settled at 1.7.
1.7 1.7
1.9
2.3 2.32.3
2.2 2.2 2.2
2.4
2.01.9
1.0
1.5
2.0
2.5
2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999
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6.1
7.4
9.0 9.0
8.4
8.8 8.7
10.3
9.6 9.3
6.4 6.3
5.0
6.0
7.0
8.0
9.0
10.0
11.0
12.0
2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999
FREQUENCY PER TITLE Summary
The average annual frequency ofprinted custom publications
declined for the secondconsecutive period to 6.1 timesper year.
This trend seems aligned with thegradual rise in the use of the
magazine format (typically a lessfrequent, higher page countmedium) versus the newsletterformat (typically a more frequent,lower page count medium).
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PAGES PER ISSUE Summary
The average page count perissue for printed custom
publications reached an all-timehigh for the second straight year.
The average page count perissue was 29.4 pages, a 145%increase in the last decade.
Printed custom publications areexpanding in page count at anincreasing average annual rate of1.4 pages per year.
29.4
25.8
23.2 22.2
24.9 24.9
22.8
20.0 19.3
12.0
15.6
13.8
5.0
10.0
15.0
20.0
25.0
30.0
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CIRCULATION PER ISSUE Summary
The average circulation per issuefor printed custom publications
climbed to an all-time high of52,010 copies per issue.
Over the last ten years (2001-2010), average circulation pertitle nearly tripled, increasing by a
remarkable 180%.
52,010
48,162
37,340
30,044
35,221
43,068
36,275
26,860
21,882
18,587
21,878
19,595
10,000
20,000
30,000
40,000
50,000
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ANNUAL CIRCULATION PER TITLE Summary
The average annual circulationper printed custom publication
title combines average annualfrequency per title with averagecirculation per issue.
For 2010, the average annualcirculation per title was 317,261
copies (6.1 frequency x 52,010circulation).
Since the outset of the survey,annual circulation per title hasgrown 157%, from 123,448
copies to 317,261 copies.
317
356
336
270
296
379
316
277
210
173
140
123
100
150
200
250
300
350
400
Thousands(000)
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PRIMARY AUDIENCE Summary
For the eighth year running, titlestargeting external audiences
exceeded those targeting internalaudiences (79% versus 21%)and the gap continues to grow.
Though the study did notascertain the reason for this very
consistent pattern, the trend islikely a result of the effectivenessof printed custom publications asexternal marketing vehicles, andthe use of electronic solutionssuch as intranets to conveyinformation from companies totheir employees.
79%71% 69%
64% 63% 65%59%
51%45% 46%
28%20%
21%29% 31%
36% 37% 35% 41%49%
55% 54%
72%80%
0%
25%
50%
75%
100%
Internal
External
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EXTERNAL AUDIENCE Summary
As seen on the prior slide, 79%of printed custom publications are
targeting external audiences, agroup that is comprised ofbusinesses (BtoB) andconsumers (BtoC).
As with last year, of those printed
custom publications targetingexternal audiences, the majorityof them are BtoC versus BtoB.This is a new trend but appearsto have staying power.
37% 37%
54% 54% 55% 53% 52% 55%
63% 63%
46% 46% 45% 48% 48% 45%
0%
25%
50%
75%
100%
2010 2009 2008 2007 2006 2005 2004 2003
BtoC
BtoB
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19% 16% 16%22%
29%25% 27%
36%
73%74% 76%
74% 63%66%
65%55%
8%10% 8%
4%8% 9% 8% 9%
0%
25%
50%
75%
100%
2010 2009 2008 2007 2006 2005 2004 2003
Other PaidDelivery
US Post alService
InternalDistribution
DISTRIBUTION METHOD Summary
As circulation trends towardexternal audiences (and away
from internal audiences), thepreferred distribution method, notsurprisingly, trends increasinglytoward use of the USPS thisyears numbers represent arelatively stable continuation ofthat trend.
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USE FOUR COLOR Summary
Last year, we suggested that thedays of no four color printing
would come to an end or close toan end in the next decade, and2010 continued to indicate thesame trending.
This year an all-time high of 88% of
companies used some or all fourcolor in the production of theirprinted custom publications.
69% 66% 65%61% 62% 59%
51%47%
40% 37%44%
39%
19%19% 18%
18% 18% 20%
17%21%
21%22%
16%
15%
12% 15% 17%21%
20% 21%
32% 32%39% 41% 40%
46%
0%
25%
50%
75%
100%
2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999
No Four Color
Some Four Color
All Four Color
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PUBLICATION FORMAT Summary
Following a three year comebackfor newsletters likely driven by
challenging economic times magazines have resumed theirtrend of dominance.
56% of the printed custompublications are categorized by
responders as magazines (an all-time high), a data point furtherbacked by the continued growthof page counts per issue.
37%
50%49%
49%
42%
43%
49%
52%
59%
64%
59%65%
56%
46% 47% 43%50% 47%
42%39%
30%29%
29%24%
7% 4% 4% 8% 8% 10% 9% 9% 11%7%
12% 11%
0%
25%
50%
75%
100%
2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999
Tabloid
Magazine
Newsletter
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PRESENCE OF ADVERTISEMENTS Summary
The presence of paid advertisingseems to expand and retract
periodically, perhaps as brandsexplore the value of participationfrom advertisers and advertisersexplore the effectiveness of usingbranded mediums to carry forththeir message.
For the last two years thepresence of paid advertising hasexpanded following three years ofdecline. This year the 30% ofprinted custom publications thatcarried paid advertisements wasthe second highest factor ever.
59%62%
70% 68%62%
46%
62%67%
70%
11%
12%
11%9%
9%
20%
11%6%
16%
30% 26%
19%23%
29%34%
27% 26%
14%
0%
25%
50%
75%
100%
2010 2009 2008 2007 2006 2005 2004 2003 2002
Paid Ads
In-House Ads
No Ads
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AVERAGE AGE PER TITLE Summary
Six years ago, we introducedmore options for survey
responders in answeringquestions related to the age oftheir printed custom publications.
Average age jumped from 8.2years to 9 years, indicating the
staying power of the printedcustom publications.
9.0
8.2 7.8 7.7 8.0 7.9
4.6 4.64.3 4.2 4.2 4.1
0.0
2.0
4.0
6.0
8.0
10.0
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TITLES IN THE MARKET Summary
The number of unique printedcustom publication titles
published in America decreasedfor the third straight year to110,174, as marketers broadenthe array of content marketingmediums beyond print.
Despite the third straightdecrease from the peak reachedin 2007, the rate of declineseems to have stabilized.
Though there are fewer titles,
each title is packing more punchin terms of greater per issuecirculation and page count, morecolor, and the magazine format.
110
113
124
143
125
116
108
116 114
126
106
97
90
100
110
120
130
140
150
Thousands(000)
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CIRCULATION IN THE MARKET Summary
The total number of printedcustom publication copies
distributed (titles x averagefrequency x average circulation)decreased 12.9% to 35.0 billionunits.
Since the survey was first
conducted in 1999, totalcirculation volume has nearlytripled from 11.9 billion units to35.0 billion units.
The main driver of this years
decline in total copies is notcirculation per title which isactually rising but issuefrequency and the gravitation tothe magazine format.
35.0
40.241.6
38.7
37.0
43.8
34.1
32.0
23.421.9
14.8
11.9
10
15
20
25
30
35
40
45
2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999
Billions(000,00
0,0
00)
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UNIQUE PAGES IN THE MARKET Summary
The total number of uniqueprinted pages (titles x average
pages per issue x frequency)produced in America was 19.8million, down 8.2% versus 2009(21.5 million). Again, frequency not page count per issue is thedriver of this aggregate decline.
Since the outset of the study in1999, the unique printed pagevolume has expanded with anaverage annual growth rate of9.8% and an overall growth rateof 134.9%.
19.721.5
25.8
28.6
26.2 25.3
21.4
24.3
20.6
14.2
10.6
8.4
5
10
15
20
25
30
2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999
Millions(000,000)
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Characteristics of Other Forms
of Content Marketing
S
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OTHER FORMS OF BRANDED CONTENTSummary
For the second year, we exploredthe use of other forms of mediafor content marketing initiatives.
This section details 2010 results.
By a large margin, the mostcommon other form being used iswebsite updates of articles, blogposts and other content (79%).
Video is among the fastestgrowing forms, gaining popularityby an additional 7% ofresponders in 2010.
Usage increased in all but three
of the forms, with the increasesranging from two to sevenpercentage points. The declinerswere e-newsletters, podcasts,and RSS feeds all of which maybe declining due to social mediainitiatives that replicate some of
the benefits of these forms.
39%
82%
70%
56%
76%
21%
70%
81%
63%
61%
18%
30%
44%
24%
79%
30%
19%
37%
0%
25%
50%
75%
100%Yes
No
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FORECASTED USE OF OTHER FORMS Summary
Other formats continue to bewhite hot with very few
responders saying they will doless in the coming year. In fact,for web site updates and mobilecontent, no respondents saidthey will do less.
The format that responders weremore bullish on this year versuslast year was video content 57% of marketers are now sayingtheyll do even more videocompared to 54% last year andthis is on the heels of a 7%
increase in the popularity of theformat over the past year. Theappetite for video continues togrow aggressively.
78%74%
80%
41%
67%
55%
65%
57%
21%
20%
15%
57%
28%
45%
32%43%
1%6% 5%
2%5%
0%
25%
50%
75%
100%will do less
will do more
no change
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FREQUENCY OF OTHER FORMS Summary
Once again, web site updates areboth the most commonly used
other form (in use by 79% of allmarketers), and the form ofbranded content that has thegreatest frequency. The averagemarketer updated its web site(s)142x nearly three times perweek with articles/posts and
other content.
Combining the frequency of allforms, the average marketer isdistributing content animpressive 403.8 times per year
or about 1.1 times per day.
46.2
23.6
5.2
16.8
35.3
142.5
25.9
102.2
0.0
25.0
50.0
75.0
100.0
125.0
150.0
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Market Spend
S
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OVERALL MONEY SPENT(Production and Distribution Only)
Summary
Spending on production anddistribution, which might reflectCorporate Americas budget
for content marketing, hasdropped to $40.1 billion.
For the second year in a row,weve added electronic and otherforms of content marketing to the
survey. Electronic was the onlyform that grew year over year.
Print remains the biggest piece ofthe content marketing pie.
The total market spend datarelies on data gathered from aperiod that was partially duringthe recession, a fact that may bedepressing figures.
$24.0
$30.9 $27.3
$34.1$37.3
$28.4
$22.0$18.3 $17.0
$14.2 $12.9
$12.5
$12.1$3.6
$4.2
$10
$20
$30
$40
$50
2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000
other forms
electronic
print
Billions(000,0
00
,000)
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$15.1
$20.3$18.5
$23.1$24.5
$18.3
$14.9$13.2 $11.6
$9.9 $9.4
$8.9
$8.9$2.4
$2.9
$0
$10
$20
$30
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
other forms
electronic
print
Billions(000,0
00,0
00)
OVERALL MONEY SPENT(Production Only)
Summary
Excluding costs related todistribution and personnel
assigned to content marketingprojects, Corporate Americaspent $26.4 billion on theproduction of content marketing.
To de-emphasize the impact of
spikes in spending in past years,for the first time this year, the2010 numbers utilize a 5 yearrolling average for marketerspend (for print, electronic, andother formats).
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SPENDING AS PART OF THE MIX Summary
Of the average overallmarketing, advertising andcommunications budget, 29%
of the funds were dedicated tocontent marketing.
The slight dip from last year isdifficult to explain, although itcould be reflective of the cost
efficiencies marketers realizeas they reduce their printfrequencies and focusincreasingly on electronicmedia.
Nevertheless, 29% is a veryhigh percentage of marketingfunds to be devoted to contentmarketing, and reflects ageneral trend of increasingmarketing share since thissurveys inception.
29%32%
24%27%
24% 23%25%
22% 23%
13%
0%
10%
20%
30%
40%
2010 2009 2008 2007 2006 2005 2004 2003 2002 2001
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Sponsors
The Custom Content Council (CCC) is the lead trade organization representing custom publishers in North America.
The research herein was conducted by the monthly subscription newsletterContentWise (www.becontentwise.com), which
is a leading source of news, information and research on the content marketing industry.
Methodology
The research was conducted via an emailed survey targeting a random sample of companies across all industries. Eight
thousand survey invitations were emailed and approximately 197 were completed and returned, producing a +/- 6% degree of
accuracy at a 90% confidence level. Among the responding companies were: AARP, Allstate Insurance, ASPCA, Boston
Scientific, GE Healthcare, Hoosier Energy, MassMutual, Nationwide, TCF National Bank, University of North Carolina.
More Information
For more information on custom publishing go to www.custompublishingcouncil.com or call the CCC in New York bydialing 1-212-989-4631. To subscribe toContentWise call 1-888-626-8779 or visit the website noted above.