Guidebook

Exclusive Commentary from Dr. Joe Webb and Richard Romano

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Guidebook

How to Use PrintStats Data

About PrintStats PrintStats is an industry demographic resource produced exclusively for NPES by ExpliStats and Strategies for Management, Inc.

Demographic data are used by executives as they make decisions about

• market size estimation and forecasting,

• geographic opportunity and share analysis,

• trend analysis,

• sales and distribution territory planning,

• sales compensation plan design and evaluation,

• and many other strategic and tactical topics.

Industry Coverage and Demographics PrintStats demographics cover a broad range of industries related to commercial printing, publishing, content creation, and packaging and converting. They include:

• number of establishments,

• number of employees,

• amount spent on payroll,

• estimates of the value of shipments,

• and estimates of capital expenditures

The data are based primarily on the U.S. government’s annual County Business Patterns program. The PrintStats methodology and definitions documents define these data and the statistical processes applied in greater detail.

Demographic Data in This Report The baseline data in this report are from the 2015 County Business Patterns, released at the end of April 2017.

The main data are establishments, employees, and payroll. These have been enhanced through additional research and statistical analysis to create estimates of industry shipments (or revenues) and capital equipment expenditures.

There are also estimates of 2016 and 2017 data, as well as forecasts for 2022.

Note that 2022 is a statistical trend forecast, intended to show the direction of data as they are at the time of publication. These forecasts are created almost solely based on prior County Business Patterns data and are not an assessment of technology, economics, and social factors that are part of a comprehensive forecasting process. These forecasts are offered only as a starting point for such a process.

The only data in the report that are actual market data as reported are from the 2015 County Business Patterns. These should be considered as the foundation of the report.

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How To Use PrintStats (continued)

The 2016 and 2017 data are estimates based on recent data from the Quarterly Census of Employment and Wages (QCEW) and basic trend analysis. This QCEW report shows changes in employment and the number of establishments since the time of the 2015 reports with a six-month reporting lag. That trend analysis that allowed estimate of 2017 data was extended to create 2022 forecasts.

Those 2022 forecasts are only statistical trendline forecasts, and are not the result of a comprehensive forecasting process which was beyond the scope of this project. These forecasts are intended as a basic directional guideline of trends already embedded in the statistical data available for the industry. The data should be considered only as a starting point for a thorough forecasting process.

The NAICS System There is an abbreviation used throughout the documents, “NAICS.” This stands for “North American Industrial Classification System.” In the process of implementing NAFTA (the North American Free Trade Agreement), the United States, Canada, and Mexico harmonized their industry classification systems so economic and other data could be collected and compared with a common frame of reference.

PrintStats has the most important NAICS industries to the NPES members in this report, with a special feature. There are industry reports that have combined or “rolled up” NAICS. For example, if you want to know something about the entire publishing industry, there is a report for that. But if you want to know something about the newspaper industry, there is a separate report for that.

The Commerce Department does not publish NAICS combinations that cross categories. For example, commercial printing is considered a manufacturing industry, and copy shops are considered a business service. Many NPES members service both industries. For that reason, there is a special combination of these two NAICS prepared solely for this report. It can’t be found at the Commerce Department, it’s just found here.

A directory of the NAICS industries is included in the support documentation, and is worth reading to ensure that you are referencing the most appropriate NAICS for your needs.

There are some industries for which there are no NAICS. A good example is inplant printing departments. These are departments inside organizations that are not print businesses. Because they are not standalone businesses, they are not in the NAICS system or covered by Commerce Department data.

Industry Background Documents Each demographic report is accompanied by a document that offers recent historical perspective and highlights of economic, technological, and other trends. These are designed to provide insight and context about the industry and its outlook, and often reference articles, websites, and other publications that may be worthwhile reading, especially if the executives using the data are new to the industry or their position. These are written in “bulleted” style so the information can be grasped and understood quickly.

How the Data Are Supplied Each of the industry categories are supplied in Microsoft Excel and Adobe Acrobat PDF files. These can be accessed through the PrintStats “dashboard” in a browser (like Safari, Firefox, Chrome, Edge, or others).

In that same “dashboard” there are charts and tables that can be accessed that provide a visualization of the data. Most of them allow the choice to view data about all of the establishments in the category or small, medium, or large establishments.

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How To Use PrintStats (continued)

The primary geography reported is the 50 U.S. states and District of Columbia. There are also eight regions, as follows:

• New England: Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, Vermont

• Mid-Eastern: Delaware, District of Columbia, Maryland, New Jersey, New York, Pennsylvania,West Virginia

• South Eastern: Alabama, Florida, Georgia, Kentucky, Mississippi, North Carolina, South Carolina,Tennessee, Virginia

• Great Lakes: Illinois, Indiana, Michigan, Minnesota, Ohio, Wisconsin

• North Central: Idaho, Iowa, Kansas, Missouri, Montana, Nebraska, North Dakota, South Dakota,Wyoming

• South Central: Arkansas, Louisiana, Oklahoma, Texas

• South Western: Arizona, Colorado, Nevada, New Mexico, Utah

• Western: Alaska, California, Hawaii, Oregon, Washington

Also, there are summary tables for the top 15 states in each industry.

Many executives find the state data to be useful, but often need to make decisions based on metropolitan areas, since many of those geographies span state borders, such as in New York City area and Washington, DC. PrintStats includes summary data for the top 25 metropolitan areas based on number of establishmentsin that geography for that industry. These are “MSAs” and represent urbanized areas of 50,000 or morepopulation.

There are also major metropolitan areas that are combinations of MSAs, and are referred to as Consolidated Statistical Areas (CSA). PrintStats has the top five CSAs in each report based on total population, without regard to the number of industry establishments. These CSAs are very large, larger than many countries. These are the details of their composition:

• New York CSA is the combination of these Metropolitan and Micropolitan Statistical Areas: NewYork-Newark-Jersey City, Bridgeport-Stamford-Norwalk, New Haven-Milford, Allentown-Bethlehem-Easton, Trenton, Torrington, Kingston, East Stroudsburg.

• Los Angeles CSA includes: Los Angeles-Long Beach-Anaheim, Riverside-San Bernardino-Ontario,Oxnard-Thousand Oaks-Ventura

• Chicago CSA includes: Chicago-Naperville-Elgin, Ottawa-Peru, Kankakee, Michigan City-La Porte

• Washington D.C. CSA includes: Washington-Arlington-Alexandria, DC-VA-MD-WV, Baltimore-Columbia-Towson, Hagerstown-Martinsburg, Chambersburg-Waynesboro, Winchester,California-Lexington Park, Easton, Cambridge

• San Francisco CSA includes: San Francisco-Oakland-Hayward, San Jose-Sunnyvale-Santa Clara,Stockton-Lodi, Santa Rosa, Vallejo-Fairfield, Santa Cruz-Watsonville, Napa

Using the Reports The reports are designed to be used in three different ways: in a spreadsheet program like Microsoft Excel, in a document reader such as Adobe Acrobat, and in a web browser.

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How To Use PrintStats (continued)

Working in a Spreadsheet Program The spreadsheet workbooks can be edited as you need them. There are no formulas, just values. Before making any changes, be sure to save the file you will be working on under a different name. This means that the original file can be preserved as originally delivered.

Many users will want to eliminate certain establishment sizes from their pages. A good example is expensive capital equipment. About 70% of all industry investment is in establishments with 50 or more employees, so there may be cases where users will want to focus their analysis just on those. There are other suppliers who offer products for smaller printing organizations, such as some smaller digital printing equipment. They may prefer to focus on small printers. Use the data as they best fit.

If you know the typical size of printing company by their revenues and not by their number of employees, this

table of very rough revenue ranges might be useful:

Number of employees Rough estimate range of annual revenues

1-9 <$1 million

10-19 $1.25 to $2.5 million

20-49 $2.5 to $6 million

50-99 $7.5 to $15 million

100-249 $15 to $40 million

250+ $50 million and more

The PDF files The PDF files are “print ready” versions of the spreadsheet workbooks. They can be useful to share within a

company and to keep the files you need most on smartphones and tablets for easy reference during meetings or

discussions. The PDFs are intended to be a “permanent record” of the spreadsheet file in case there has been an

internal change to one of the spreadsheets and the originals are not conveniently available. Printing directly

from spreadsheet workbook files is not always consistent depending on the computers, printers, printer

drivers, and networks being used. PDF files don’t seem to have these issues as often. There are some light users

of data who are not fluent in spreadsheet navigation, but feel more comfortable with paper-ready documents.

The Browser Dashboard All of the PrintStats data files, the workbooks, PDFs, and charts and tables can be easily accessed using the

dashboard that opens in your browser.

The dashboard does not connect to the Internet, but is just a convenient way to access files already on your

computer. This means it’s important to keep the original PrintStats files in the same directory you originally

used. Any time you want to use a spreadsheet to perform some mathematical operations, or you want to use a

PDF often, it’s often a good idea to save a copy to a place where you can access it and not disturb the file

organization in the original PrintStats download.

The files do not open in your browser, but clicking a link will open the programs necessary to use the file.

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Data Source Coverage Frequency Establish

-ments Revenues/ Shipments

Employ -ment

Payroll CapEx

County Business Patterns (CBP) all

industries annual detailed detailed detailed

Nonemployer Statistics all

industries annual

total by geography

total US total US

Current Employment Statistics all

industries monthly total US

Quarterly Census of Employment and Wages (QCEW)

all industries

quarterly total by

geography

Manufacturers' Shipments, Invento-ries, and Orders (M3)

printing monthly total US

Quarterly Services Survey publishing and

content creation quarterly total US

Federal Reserve Industrial Produc-tion

printing monthly

Annual Survey of Manufactures printing and pack-

aging annual total US total US total US total US

Economic Census all

industries 5 years detailed detailed detailed detailed detailed

Methodology

The Data Used to Create PrintStats PrintStats was created by coordinating the data from many US government programs, especially County Business Patterns. This annual data set describes the US economy by industry, and reports the number of US business establishments, and details about their nature, especially their size, number of employees, and payrolls.

Sometimes demographic data analyses are conducted by those familiar with market research and economics. But there are many applications in which business executives can use these data. These are described in the document “How to Use PrintStats.” There is also a “Key Terms and Definitions” document that should also be consulted as it explains some of the terminology of demographics and also describes the government data sets used in PrintStats.

It is also important to understand the North American Industrial Classification System (NAICS), the numerical industry identification system that organizes industry data the government collects. There is a separate document that describes the industries covered in PrintStats. This is important: the government data collection processes were not designed to fill business needs, but that of government agencies and departments, in terms of regulations, tax compliance, economic actions, and other factors. Because the data are publicly available, business executives can use them without having to incur the direct cost of creating the data themselves. These data don’t fit business needs perfectly or in as timely a manner as would be preferred, but they can be used in a manner that fills information needs as best as possible. Knowing the definitions of each NAICS also means that you are aware of what is not included in each NAICS. Often that is very important.

This table shows the range of reports that were used in the development of the PrintStats data. Each of them are available online in data base form. They often have different purposes and goals, which means that an understanding of their methodologies is important. It is a valuable exercise to combine knowledge gained from each of these reports to create a more usable and comprehensive perspective about the industry.

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Methodology (continued)

The foundational data source for PrintStats is the annual County Business Patterns. More background about CBP can be found at https://www.census.gov/programs-surveys/cbp/about.html

These are the key points about the program:

• CBP is supported by many different data collection processes. The Census Bureau maintains TheBusiness Register, a master database not available to the public, but based on the filings of EmployerIdentification Numbers (EIN) and the filings of tax and other reports such as the regularsubmission of payroll taxes on form 941 and programs such as the Economic Census (conductedevery five years).

• A business establishment is the most important element in this project, and why CBP is used. Anestablishment is defined as “a single physical location at which business is conducted or services orindustrial operations are performed” and “establishment counts represent the number of locationswith paid employees any time during the year.” An establishment is generally a single location. Afirm can own more than one establishment.

• Business establishments are classified by their number of employees and in assigned to anemployee-size range. These ranges are standard across most all government reports and have beenso for about 40 or more years.

• The important date for CBP is March 12. The number of employees is that for the week in whichMarch 12 falls. The date of the 12th is used for every month in which employment data are collectedthroughout the year, but for CBP purposes, only this date is used in the survey.

• Businesses without employees are excluded from the establishment counts. For those soleproprietors, freelancers, partnerships, and other formats, their counts and total receipts arereported in Nonemployer Statistics and are reported at a very top-level data. These“microbusinesses” are not significant in many industries, but they need to be acknowledged insome circumstances. These freelancers and “moonlighters” and professional practitioners play alarge role in the content creation markets ranging from photography, design, advertising,publishing, and others, enabled by modern computing and communications.

Why “Employee Size Ranges” are Important An advantage of County Business Patterns is its reporting of establishments by employee size range, such as 1-4, 5-9, 10-19, and more. Small businesses are different from large businesses, and this is shown vividly innumerous reports. Large businesses consume more goods than smaller ones, and that consumption on a per-employee basis increases as plants get bigger. Printing companies with 50 or more employees are not large innumber, for example, but represent about 70% of annual capital expenditures. This has obvious implications forsales targeting, distribution, marketing expenditures, and other decisions.

The following section offers more specific details of the development of PrintStats.

In More Technical Terms

The core data for PrintStats are County Business Patterns data as released in April 2017. These data were retrieved and organized into PrintStats formats and templates for 2015 and 2013 establishments, employees, and payrolls.

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Methodology (continued)

The Commerce Department and Bureau of Labor Statistics have procedures to prevent the disclosure of data for individual establishments. The disclosures are most prevalent in small geographies or industries with few establishments. Though data may be withheld because of nondisclosure guidelines, the use of the nondisclosure rule is noted. ExpliStats and Strategies for Management developed estimations for these data on an establishment and employee basis. The estimated weights for the data that were developed were specific to each industry and size of establishment.

Data from other government information resources were used to estimate shipments and capital expenditures. These data required review and analysis by Strategies for Management and ExpliStats for their applicability and validity.

The Economic Census of 2012 and 2007, and other data resources were consulted to develop and test weighting factors for the estimation of industry shipments and capital expenditures on a per-employee basis for each employee size interval. Shipments per employee factors are higher for the next higher interval range, such as an employee in a 50-99 employee size establishment has a higher shipments per employee level than one in a 1-4 employee size establishment. This reflects the different productivity of workers that result from the product mix, print or other processes, nature of capital investment, division of labor and specialization, administrative efficiencies, and other factors. These estimates were tested to be consistent with other data for each industry in a systematic way to represent 2015 levels.

After 2015 data were complete, County Business Patterns establishment trends since 2010 were analyzed for each employee size, and forecasted using three different forecast methods. Each industry and each employee size trend were reviewed by the project managers and forecasts were selected for consistency with the most recent shipments and employment data from the Manufacturers’ Shipments (M3) reports, Quarterly Services Survey, and the monthly employment data. The most reasonable forecast estimate were used to guide the 2016 and 2017 estimates, and the 2022 national forecasts.

Trends in the Quarterly Census of Employment and Wages were reviewed since 2010 through statistical trend analysis. These were used to create regional estimates for 2016 and 2017 and the 2022 forecast. The proportional regional relationships of the QCEW analysis were used to allocate the estimated and forecasted national data for those years to the regions. For those few workbooks that have state estimates for 2016 and 2017, the regional change rate was applied to all states in that region equally.

There are some industries that have significant numbers of freelance, independent, and sole practitioner workers. These workers are reported in Nonemployer Statistics but are not reported in detailed NAICS categories (i.e., graphic design services has a 6-digit NAICS in County Business Patterns, but the data are a portion of “specialized design services” in Nonemployer Statistics). Therefore, a method to allocate high-level NAICS to the more detailed NAICS was necessary. Proportions were developed for each industry based on the characteristics found in the corresponding County Business Patterns data. It has been the experience of Strategies for Management that Nonemployer Statistics closely mirror the demographic patterns found in the 1-4 employee size data, which is the smallest County Business Patterns employee size interval. Based on thisassumption, ExpliStats developed allocation models for these industries, mainly in the publishing, advertising,graphic design, and commercial photography sectors.

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NAICS Category Descriptions

Printing and Related Support Activities [NAICS 323] - Industries in the Printing and Related Support Activities subsector print products, such as newspapers, books, labels, business cards, stationery, business forms, and other materials, and perform support activities, such as data imaging, platemaking services, and bookbinding. The support activities included here are an integral part of the printing industry, and a product (a printing plate, a bound book, or a computer disk or file) that is an integral part of the printing industry is almost always provided by these operations.

Processes used in printing include a variety of methods used to transfer an image from a plate, screen, film, or computer file to some medium, such as paper, plastics, metal, textile articles, or wood. The printing processes employed include, but are not limited to, lithographic, gravure, screen, flexographic, digital, and letterpress. In contrast to many other classification systems that locate publishing of printed materials in manufacturing, NAICS classifies the publishing of printed products in Subsector 511, Publishing Industries (except Internet). Though printing and publishing are often carried out by the same enterprise (a newspaper, for example), it is less and less the case that these distinct activities are carried out in the same establishment. When publishing and printing are done in the same establishment, the establishment is classified in Sector 51, Information, in the appropriate NAICS industry even if the receipts for printing exceed those for publishing.

This subsector includes printing on clothing because the production process for that activity is printing, not clothing manufacturing. For instance, the printing of T-shirts is included in this subsector. In contrast, printing on fabric (or grey goods) is not included. This activity is part of the process of finishing the fabric and is included in the Textile Mills subsector in Industry 31331, Textile and Fabric Finishing Mills.

General Commercial Printing [NAICS 32311] - This industry comprises establishments primarily engaged in printing on apparel and textile products, paper, metal, glass, plastics, and other materials, except fabric (grey goods). The printing processes employed include, but are not limited to, lithographic, gravure, screen, flexographic, digital, and letterpress. Establishments in this industry do not manufacture the stock that they print, but may perform postprinting activities, such as folding, cutting, or laminating the materials they print, and mailing.

General Excluding Screen and Books [NAICS 323111] - This U.S. industry comprises establishments primarily engaged in commercial printing (except screen printing, books printing) without publishing (except grey goods printing). The printing processes used in this industry include, but are not limited to, lithographic, gravure, flexographic, letterpress, engraving, and various digital printing technologies. This industry includes establishments engaged in commercial printing on purchased stock materials, such as stationery, invitations, labels, and similar items, on a job-order basis. Establishments primarily engaged in traditional printing activities combined with document photocopying services (i.e., quick printers) or primarily engaged in printing graphical materials using digital printing equipment are included in this industry.

Commercial Screen Printing [NAICS 323113] - This U.S. industry comprises establishments primarily engaged in screen printing without publishing (except books, grey goods, and manifold business forms). This industry includes establishments engaged in screen printing on purchased stock materials, such as stationery, invitations, labels, and similar items, on a job-order basis. Establishments primarily engaged in printing on apparel and textile products, such as T-shirts, caps, jackets, towels, and napkins, are included in this industry.

Book Printing [NAICS 323117] - This U.S. industry comprises establishments primarily engaged in printing or printing and binding books and pamphlets without publishing.

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NAICS Descriptions (continued)

Support Activities For Printing (Prepress, Postpress, Other Finishing Services) [NAICS 32312] - This industry comprises establishments primarily engaged in performing prepress and postpress services in support of printing activities. Prepress services may include such things as platemaking, typesetting, trade binding, and sample mounting. Postpress services include such things as book or paper bronzing, die cutting, edging, embossing, folding, gilding, gluing, and indexing.

Photocopying Services (except Combined With Printing Services) [NAICS 561439] - This U.S. industry comprises (1) establishments generally known as copy centers or shops primarily engaged in providing photocopying, duplicating, blueprinting, and other document copying services, without also providing printing services (e.g., offset printing, quick printing, digital printing, prepress services) and (2) establishments (except private mail centers) engaged in providing a range of office support services (except printing services), such as document copying services, facsimile services, word processing services, on-site PC rental services, and office product sales.

Printing and Writing Paper Merchant Wholesalers [NAICS 424110] - This industry comprises establishments primarily engaged in the merchant wholesale distribution of bulk printing and/or writing paper generally on rolls for further processing.

Printing Ink Manufacturing [NAICS 32591] - This industry comprises establishments primarily engaged in manufacturing printing and inkjet inks and inkjet cartridges.

Publishing Markets [NAICS 5111] - This industry group comprises establishments primarily engaged in publishing newspapers, magazines, other periodicals, books, directories and mailing lists, and other works, such as calendars, greeting cards, and maps. These works are characterized by the intellectual creativity required in their development and are usually protected by copyright. Publishers distribute or arrange for the distribution of these works. Publishing establishments may create the works in-house, or contract for, purchase, or compile works that were originally created by others. These works may be published in one or more formats, such as print and/or electronic form, including proprietary electronic networks. Establishments in this industry may print, reproduce, or offer direct access to the works themselves or may arrange with others to carry out such functions. Establishments that both print and publish may fill excess capacity with commercial or job printing. However, the publishing activity is still considered to be the primary activity of these establishments.

Newspapers [NAICS 51111] - This industry comprises establishments known as newspaper publishers. Establishments in this industry carry out operations necessary for producing and distributing newspapers, including gathering news; writing news columns, feature stories, and editorials; and selling and preparing advertisements. These establishments may publish newspapers in print or electronic form.

Periodicals [NAICS 51112] - This industry comprises establishments known either as magazine publishers or periodical publishers. These establishments carry out the operations necessary for producing and distributing magazines and other periodicals, such as gathering, writing, and editing articles, and selling and preparing advertisements. These establishments may publish magazines and other periodicals in print or electronic form.

Books [NAICS 51113] - This industry comprises establishments known as book publishers. Establishments in this industry carry out design, editing, and marketing activities necessary for producing and distributing books. These establishments may publish books in print, electronic, or audio form.

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NAICS Descriptions (continued)

Directory and Mailing List Publishers [NAICS 51114] - This industry comprises establishments primarily engaged in publishing directories, mailing lists, and collections or compilations of fact. The products are typically protected in their selection, arrangement and/or presentation. Examples are lists of mailing addresses, telephone directories, directories of businesses, collections or compilations of proprietary drugs or legal case results, compilations of public records, etc. These establishments may publish directories and mailing lists in print or electronic form.

Miscellaneous Publishers [NAICS 51119] - This industry comprises establishments known as publishers (except newspaper, magazine, book, directory, mailing list, and music publishers). These establishments may publish works in print or electronic form. (This category includes publishers of art prints, greeting cards, calendars, and others.)

Advertising Agencies [NAICS 54181] - This industry comprises establishments primarily engaged in creating advertising campaigns and placing such advertising in periodicals, newspapers, radio and television, or other media. These establishments are organized to provide a full range of services (i.e., through in-house capabilities or subcontracting), including advice, creative services, account management, production of advertising material, media planning, and buying (i.e., placing advertising).

Direct Mail Advertising [NAICS 54186] - This industry comprises establishments primarily engaged in (1) creating and designing advertising campaigns for the purpose of distributing advertising materials (e.g., coupons, flyers, samples) or specialties (e.g., keychains, magnets, pens with customized messages imprinted) by mail or other direct distribution and/or (2) preparing advertising materials or specialties for mailing or other direct distribution. These establishments may also compile, maintain, sell, and rent mailing lists.

Public Relations (Subset of Advertising) [NAICS 54182] - This industry comprises establishments primarily engaged in designing and implementing public relations campaigns. These campaigns are designed to promote the interests and image of their clients. Establishments providing lobbying, political consulting, or public relations consulting are included in this industry.

Graphic Design [NAICS 54143] - This industry comprises establishments primarily engaged in planning, designing, and managing the production of visual communication in order to convey specific messages or concepts, clarify complex information, or project visual identities. These services can include the design of printed materials, packaging, advertising, signage systems, and corporate identification (logos). This industry also includes commercial artists engaged exclusively in generating drawings and illustrations requiring technical accuracy or interpretative skills.

Commercial Photography [NAICS 541922] - This U.S. industry comprises establishments primarily engaged in providing commercial photography services, generally for advertising agencies, publishers, and other business and industrial users.

Mail-Order Houses (Catalogers) [NAICS 454113—listed in NAICS Guide as 454110] - This industry comprises establishments primarily engaged in retailing all types of merchandise using nonstore means, such as catalogs, toll free telephone numbers, or electronic media, such as interactive television or the Internet. Included in this industry are establishments primarily engaged in retailing from catalog showrooms of mail-order house.

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NAICS Descriptions (continued)

Internet Publishing and Broadcasting and Web Search Portals [NAICS 51913] - This industry comprises establishments primarily engaged in (1) publishing and/or broadcasting content on the Internet exclusively or (2) operating Web sites that use a search engine to generate and maintain extensive databases of Internet addresses and content in an easily searchable format (and known as Web search portals). The publishing and broadcasting establishments in this industry do not provide traditional (non-Internet) versions of the content that they publish or broadcast. They provide textual, audio, and/or video content of general or specific interest on the Internet exclusively. Establishments known as Web search portals often provide additional Internet services, such as email, connections to other Web sites, auctions, news, and other limited content, and serve as a home base for Internet users.

Converted Paper Product Manufacturing [NAICS 3222] - This industry group comprises establishments primarily engaged in converting paper or paperboard without manufacturing paper or paperboard.

Paperboard Container Manufacturing [NAICS 32221] - This industry comprises establishments primarily engaged in converting paperboard into containers without manufacturing paperboard. These establishments use corrugating, cutting, and shaping machinery to form paperboard into containers. Products made by these establishments include boxes, corrugated sheets, pads, pallets, paper dishes, and fiber drums and reels.

Corrugated and Solid Fiber Box Manufacturing [NAICS 322211] - This U.S. industry comprises establishments primarily engaged in laminating purchased paper or paperboard into corrugated or solid fiber boxes and related products, such as pads, partitions, pallets, and corrugated paper without manufacturing paperboard. These boxes are generally used for shipping.

Folding Paperboard Box Manufacturing [NAICS 322212] - This U.S. industry comprises establishments primarily engaged in converting paperboard (except corrugated) into folding paperboard boxes without manufacturing paper and paperboard.

Other Paperboard Container Manufacturing [NAICS 322219] - This U.S. industry comprises establishments primarily engaged in converting paperboard into paperboard containers (except corrugated, solid fiber, and folding paperboard boxes) without manufacturing paperboard.

Paper Bag and Coated and Treated Paper Manufacturing [NAICS 32222] - This industry comprises establishments primarily engaged in one or more of the following: (1) cutting and coating paper and paperboard; (2) cutting and laminating paper, paperboard, and other flexible materials (except plastics film to plastics film); (3) manufacturing bags, multiwall bags, sacks of paper, metal foil, coated paper, laminates, or coated combinations of paper and foil with plastics film; (4) manufacturing laminated aluminum and other converted metal foils from purchased foils; and (5) surface coating paper or paperboard.

Stationery Product Manufacturing [NAICS 32223] - This industry comprises establishments primarily engaged in converting paper or paperboard into products used for writing, filing, art work, and similar applications.

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NAICS Descriptions (continued)

Other Converted Paper Product Manufacturing [NAICS 32229] - This industry comprises establishments primarily engaged in (1) converting paper and paperboard into products (except containers, bags, coated and treated paper and paperboard, and stationery products) or (2) converting pulp into pulp products, such as disposable diapers, or molded pulp egg cartons, food trays, and dishes. Processes used include laminating or lining purchased paper or paperboard.

Sanitary Paper Product Manufacturing [NAICS 322291] - This U.S. industry comprises establishments primarily engaged in converting purchased sanitary paper stock or wadding into sanitary paper products, such as facial tissues, handkerchiefs, table napkins, toilet paper, towels, disposable diapers, sanitary napkins, and tampons.

All Other Converted Paper Product Manufacturing [NAICS 322299] - This U.S. industry comprises establishments primarily engaged in converting paper or paperboard into products (except containers, bags, coated and treated paper, stationery products, and sanitary paper products) or converting pulp into pulp products, such as egg cartons, food trays, and other food containers from molded pulp.

Plastics Packaging Materials and Unlaminated Film and Sheet Manufacturing [NAICS 32611] - This industry comprises establishments primarily engaged in (1) converting plastics resins into unsupported plastics film and sheet and/or (2) forming, coating, or laminating plastics film and sheet into plastics bags.

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Key Terms and Definitions

Annual Survey of Manufactures (Source) - The Annual Survey of Manufactures (ASM) provides key intercensal measures of manufacturing activity, products, and location for the public and private sectors. The ASM provides the best measure of current U.S. manufacturing industry outputs, inputs, operating status, and is the primary basis for updates of the Longitudinal Research Database (LRD). Census Bureau staff and academic researchers use the LRD for micro data analysis.

Statistics are available on a sample universe of manufacturing establishments with one or more paid employees at any time during the year for manufacturing classified in NAICS sectors 31–33. Employment, payroll, hours, cost of materials, receipts, value added, capital expenditures, and relative standard errors data are available for the U.S. and states at the 2- through 4-digit NAICS levels. Product shipments value data are available at the 6-digit North American Industry Classification System (NAICS) level and 7-digit NAICS product class levels based on NAICS.

The ASM is conducted annually, except for years ending in 2 and 7, at which time ASM data are included in the manufacturing sector of the Economic Census.

Consolidated (or Combined) Statistical Area (CSA) - Consolidated Statistical Areas are a combination of metropolitan areas that have significant economic interaction and dependency. PrintStats includes the top five CSAs in each report based on total population, without regard to the number of industry establishments. These CSAs are very large, and in fact, larger than many countries. These are the details of their composition:

• New York CSA is the combination of these Metropolitan and Micropolitan Statistical Areas: New York-Newark-Jersey City, Bridgeport-Stamford-Norwalk, New Haven-Milford, Allentown-Bethlehem-Easton, Trenton, Torrington, Kingston, East Stroudsburg

• Los Angeles CSA includes: Los Angeles-Long Beach-Anaheim, Riverside-San Bernardino-Ontario, Oxnard-Thousand Oaks-Ventura

• Chicago CSA includes: Chicago-Naperville-Elgin, Ottawa-Peru, Kankakee, Michigan City-La Porte

• Washington D.C. CSA includes: Washington-Arlington-Alexandria, DC-VA-MD-WV, Baltimore-Columbia-Towson, Hagerstown-Martinsburg, Chambersburg-Waynesboro, Winchester, California-Lexington Park, Easton, Cambridge

• San Francisco CSA includes: San Francisco-Oakland-Hayward, San Jose-Sunnyvale-Santa Clara, Stockton-Lodi, Santa Rosa, Vallejo-Fairfield, Santa Cruz-Watsonville, Napa

(see also Metropolitan Statistical Area)

Content Creation (Source) - The contribution of information to any medium/media, especially to digital media for an end-user/audience in specific contexts. “Content” can be text, photographic images, illustrations, graphic design, video, or any other intellectual property. Typical forms of modern content creation include maintaining and updating web sites, blogging, photography, videography, online commentary, the maintenance of social media accounts, and editing and distribution of digital media.

County Business Patterns [CBP] (Source) - CBP is an annual series that provides subnational economic data by industry. This series includes the number of establishments, employment during the week of March 12, first quarter payroll, and annual payroll.

Demographics (Source) - The statistical characteristics of human populations (such as age or income) used especially to identify markets. In business, a particular market or segment of the population.

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Guidebook

Key Terms and Definitions (continued)

Economic Census (Source) - The Economic Census is the U.S. Government's official five-year measure of American business and the economy. It is conducted by the U.S. Census Bureau, and response is required by law.

Employee (Source) - An individual hired by another individual or business usually for wages or salary and in a position below the executive level.

Establishment (Source) - An establishment is a single physical location at which business is conducted or where services or industrial operations are performed. It is not necessarily identical with a company or enterprise, which may consist of one or more establishments.

Estimate (Source) - A value that is usable for some purpose even if input data may be incomplete, uncertain, or unstable. The value is nonetheless usable because it is derived from the best information available. Typically, deriving an estimate involves using the value of a statistic derived from a sample to estimate the value of a corresponding population parameter. The sample provides information that can be projected, through various formal or informal processes, to determine a range most likely to describe the missing information.

Forecast (Source) - Forecasting is the use of historic data to determine the direction of future trends. Businesses use forecasting to determine how to allocate their budgets or plan for anticipated expenses for an upcoming period of time. This is typically based on the projected demand for the goods and services they offer.

In terms of PrintStats, the forecasts are limited to statistical trends based on past statistical data. They are not forecasts based on industry surveys or assessment of economic, social, or technological changes. The PrintStats forecast data should be viewed only as a starting point for a formal forecast process.

M3 Manufacturing Survey (Source) - The Manufacturers’ Shipments, Inventories, and Orders (M3) survey provides broad-based, monthly statistical data on economic conditions in the domestic manufacturing sector. The survey measures current industrial activity and provides an indication of future business trends.

Metropolitan Area (Source) - A metropolitan area, sometimes referred to as a metro area or commuter belt, is a region consisting of a densely populated urban core and its less-populated surrounding territories, sharing industry, infrastructure, and housing. A metro area usually comprises multiple jurisdictions and municipalities: neighborhoods, townships, boroughs, cities, towns, exurbs, suburbs, counties, districts, states, and even nations like the eurodistricts. As social, economic, and political institutions have changed, metropolitan areas have become key economic and political regions. Metropolitan areas include one or more urban areas, as well as satellite cities, towns, and intervening rural areas that are socio-economically tied to the urban core, typically measured by commuting patterns.

15

Guidebook

Key Terms and Definitions (continued)

Metropolitan Statistical Area [MSA] (Source) - In the United States, a metropolitan statistical area (MSA) is a geographical region with a relatively high population density at its core and close economic ties throughout the area. Such regions are neither legally incorporated as a city or town would be, nor are they legal administrative divisions like counties or separate entities such as states. As such, the precise definition of any given metropolitan area can vary with the source. A typical metropolitan area is centered on a single large city that wields substantial influence over the region (e.g., Chicago or Atlanta). However, some metropolitan areas contain more than one large city with no single municipality holding a substantially dominant position (e.g., Dallas–Fort Worth metroplex, Norfolk-Virginia Beach [Hampton Roads], Riverside–San Bernardino [Inland Empire], or Minneapolis–Saint Paul).

MSAs are defined by the Office of Management and Budget (OMB) and used by the Census Bureau and other Federal government agencies for statistical purposes.

(See also Consolidated Statistical Area)

NAICS (Source) - The North American Industry Classification System (NAICS) is the standard used by Federal statistical agencies in classifying business establishments for the purpose of collecting, analyzing, and publishing statistical data related to the U.S. business economy.

Nonemployer Statistics (Source) - Nonemployer Statistics is an annual series that provides subnational economic data for businesses that have no paid employees and are subject to Federal income tax. The data consist of the number of businesses and total receipts by industry. Most nonemployers are self-employed individuals operating unincorporated businesses (known as sole proprietorships), which may or may not be the owner's principal source of income.

The majority of all business establishments in the United States are nonemployers, yet these firms average less than 4 percent of all sales and receipts nationally. Due to their small economic impact, these firms are excluded from most other Census Bureau business statistics (the primary exception being the Survey of Business Owners). The Nonemployers Statistics series is the primary resource available to study the scope and activities of nonemployers at a detailed geographic level. For complementary statistics on the firms that do have paid employees, refer to the County Business Patterns. Additional sources of data on small businesses include the Economic Census, and the Statistics of U.S. Businesses.

Packaging (Source) - Packaging is the technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of designing, evaluating, and producing packages. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. In the graphic arts, packaging refers to the design, manufacturing, and decoration (usually via printing and related technologies) of corrugated paperboard containers, folding cardboard cartons and containers, paper bags, flexible plastic packaging, and other paper, paperboard, and plastic materials.

Payroll (Source) - Payroll is the sum total of all compensation a business must pay to its employees for a set period of time or on a given date. Payroll is reported before deductions for social security, income tax, insurance, union dues, etc. This definition of payroll is the same as that used by the Internal Revenue Service.

Quarterly Census of Employment and Wages [QCEW] (Source) - The Quarterly Census of Employment and Wages (QCEW) program publishes a quarterly count of employment and wages reported by employers covering more than 95 percent of U.S. jobs, available at the county, MSA, state, and national levels by industry.

16

Guidebook

Key Terms and Definitions (continued)

Quarterly Services Survey (Source) - The Quarterly Services Survey (QSS) is the only source of service industry indicator performance providing timely estimates of revenue and expenses for selected service industries. The QSS is a principal economic indicator series that produces, for selected service industries, quarterly estimates of total operating revenue and the percentage of revenue by class of customer (government, business, consumers, and individuals). The survey also produces estimates of total operating expenses from tax-exempt firms in industries that have a large not-for-profit component. In addition, for hospital services, the survey estimates the number of inpatient days and discharges.

Region (Source) - Census Regions are groupings of states and the District of Columbia that subdivide the United States for the presentation of Census data. There are four Census regions—Northeast, Midwest, South, and West. Each of the four Census regions is divided into two or more Census divisions. Each Census region is identified by a single-digit Census code. Puerto Rico and the Island Areas are not part of any Census region or Census division.

PrintStats uses eight regions based on industrial economic activity rather than the Census regions. The 50 U.S. states and District of Columbia are allocated as follows:

• New England: Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, Vermont

• Mid-Eastern: Delaware, District of Columbia, Maryland, New Jersey, New York, Pennsylvania, West Virginia

• South Eastern: Alabama, Florida, Georgia, Kentucky, Mississippi, North Carolina, South Carolina, Tennessee, Virginia

• Great Lakes: Illinois, Indiana, Michigan, Minnesota, Ohio, Wisconsin

• North Central: Idaho, Iowa, Kansas, Missouri, Montana, Nebraska, North Dakota, South Dakota, Wyoming

• South Central: Arkansas, Louisiana, Oklahoma, Texas

• South Western: Arizona, Colorado, Nevada, New Mexico, Utah

• Western: Alaska, California, Hawaii, Oregon, Washington

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1. Printing and Related Support Activities (NAICS 323)

2. General Commercial Printing (NAICS 32311)

3. General Excluding Screen and Books (NAICS 323111)

4. Commercial Screen Printing (NAICS 323113)

5. Book Printing (NAICS 323117)

6. Support Activities For Printing (Prepress, Postpress, Other Finishing Services) (NAICS 32312)

7. Photocopying Services (except Combined With Printing Services) (NAICS 561439)

8. General Excluding Screen and Books + Photocopying Services (NAICS 323111 + 561439)

9. General Commercial Printing + Photocopying Services (NAICS 323 + 561439)

10. Printing and Writing Paper Merchant Wholesalers (NAICS 424110)

11. Printing Ink Manufacturing (NAICS 32591)

12. Publishing Markets (Rollup) (NAICS 5111)

13. Newspapers (NAICS 51111)

14. Periodicals (NAICS 51112)

15. Books (NAICS 51113)

16. Directory and Mailing List Publishers (NAICS 51114)

17. Miscellaneous Publishing (NAICS 51119)

18. Advertising and Creative Markets (Rollup) (NAICS 54181 + 54182 + 54186 + 54143 + 541922)

19. Advertising Agencies (NAICS 54181 + 54182 +54186)

20. Advertising Agencies (NAICS 54181)

21. Direct Mail Advertising (NAICS 54186)

22. Public Relations (Subset Of Advertising) (NAICS 54182)

23. Graphic Design (NAICS 54143)

24. Commercial Photography (NAICS 541922)

25. Mail-order Houses (Catalogers) (NAICS 454113)

Available Reports

18

26. Internet Publishing and Broadcasting and Web Search Portals (NAICS 51913)

27. Converted Paper Product Manufacturing (NAICS 3222)

28. Paperboard Container Manufacturing (NAICS 32221)

29. Corrugated and Solid Fiber Box Manufacturing (NAICS 322211)

30. Folding Paperboard Box Manufacturing (NAICS 322212)

31. Other Paperboard Container Manufacturing (NAICS 322219)

32. Paper Bag and Coated and Treated Paper Manufacturing (NAICS 32222)

33. Stationery Product Manufacturing (NAICS 32223)

34. Other Converted Paper Product Manufacturing (NAICS 32229)

35. Sanitary Paper Product Manufacturing (NAICS 322291)

36. All Other Converted Paper Product Manufacturing (NAICS 322299)

37. Plastics Packaging Materials and Unlaminated Film and Sheet Manufacturing (NAICS 32611)

38. Converted Paper Product Manufacturing + Plastics Packaging Materials and Unlaminated Film and

Sheet Manufacturing (NAICS 3222 + 32611)

Available Reports (continued)

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