137
STATISTICS YOU CAN USE
April 20, 1998
TrendWatch is a company that monitors trends and changes in the graphic arts and
publishing markets and publishes detailed reports with analysis of these trends. Their
web site is: http://www.trend-watch.com
They also provide a free weekly e-mail service called "Fast Facts" strictly for
educational purposes. This free service is well worth watching because it provides some
interesting insights into our industry. These market facts are excerpted from the
TrendWatch Creative and Printing reports which are based on original research with
graphic arts' business owners. The full detailed reports can cost hundreds of dollars.
If you would like to be added to the list of people who receive "Fast Facts", contact
Craig Kevghas at 978-392-8990 or email CPR, Marketing at: kevghas@aol.com
For more information about how you can receive TrendWatch graphic arts and, publishing
market information reports, contact Dr. Joseph Webb or James R.
Whittington, CMC, TrendWatch partners at (partners@trend-watch.com).
The following are some recent statistics we found interesting.
What do Creative Professionals expect to buy this year? They plan to acquire:
Product
|
Percent Acquiring
|
Stock photo image collections
|
31%
|
Stock photo image collection CD
|
23%
|
Stock photo images
|
28%
|
Stock image collection (digital clip art)
|
21%
|
Macintosh, PowerMac workstations
|
54%
|
Desktop photo manipulation software
|
38%
|
Desktop publishing software
|
38%
|
Desktop illustration software
|
32%
|
Desktop color printer ($501-$2500)
|
21%
|
Note the significant amount of stock photos and clip art being bought. It used to be that
stock
photos were bought for a particular project only. Now beyond that use, whole collections
are being bought! Images are now cheap and available enough for the mature, commodity
category.
How can you take advantage of this to get your share of these dollars?
The total US shipments of printed materials in 1997 were $67.8 billion. The top six
metro areas for printing in the U.S. and their percent of the total are:
|
Percent of US Total
|
Billions
|
Chicago
|
4.7%
|
$2.846
|
Los Angeles-Long Beach
|
3.5%
|
$2.162
|
New York City
|
3.2%
|
$1.931
|
Philadelphia, PA - NJ
|
2.5%
|
$1.546
|
Dallas
|
1.9%
|
$1.135
|
Boston, MA-NH
|
1.8%
|
$1.122
|
Want more on this or any of items below? Call TrendWatch.
The Creative Marketplace has 52,000-plus professional sites on-line. Here's how they
breakdown.
|
Percent of Sites
|
Graphic Designers
|
27%
|
Commercial Photographers
|
21%
|
Corporate Design Departments
|
18.6%
|
Publishers
|
17.3%
|
Ad Agencies
|
13.5%
|
Catalog Publishing
|
2.6%
|
That's almost 11,000 sites for photographers. Are you one of them?
Creatives are doing it more and more in-house! But how much more?
|
Percent of Total
|
Low resolution scanning
|
85%
|
Image manipulation
|
33%
|
High resolution scanning
|
28%
|
High resolution digital photography |
17% |
Final color proofing |
16% |
Imagesetter output |
9% |
Why is this important?...We know that "prepress" functions are moving upstream. But
sometimes we make assumptions about just how far the changes have come. Here's some
hard facts to plan with. Please be careful though, the numbers vary greatly within
the different creative markets.
©1998 SELLING STOCK
The above copyrighted article(s) are for the sole use of Selling Stock subscribers and may
not be copied, reproduced, excerpted or distributed in any manner to non-subscribers without
the written permission of Jim Pickerell, the editor. For subscription information contact:
Selling Stock 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-251-0720,
fax 301-309-0941, e-mail: jim@chd.com.