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The Value of

Your offline flip-book with facts
and figures to support your sales
efforts in the modern media mix

www.printing.org/valueofprint

PRINT
The Value of

Misconceptions

Scan the QR code to
access a video discussing the
misconception section of the flipbook
and the Value of Print website.

Misconceptions

PRINT
The Value of

Misconceptions

How do you respond to
common misconceptions
about print?
Using paper
kills trees.
T he primary raw material for paper is trees, which are
a renewable resource. The trees in North America
used for paper production come from well-managed
forests or farms. (Print Grows Trees)

T the 1st Earth Day (AF&PA), which tooktrees than it did
oday the U.S. has 20% more
on placein the
spring of 1970.

Misconceptions

PRINT
The Value of

Misconceptions
Private landowners plant about 4 millionharvest. This
day, which is 3–4 times more than they
trees every
gives them the income they need to maintain, renew, and
manage this valuable forest resource sustainably.
Without that income, landowners face economic
pressures to convert forest land to other uses, including
growing other crops that are more profitable or selling the
land for development. In both cases, the forest is removed
forever. (International Paper, Go Paper, Grow Trees website)

Just 11% of the world’s forests are used for paper
(28% for lumber; 53% for fuel). (International Paper, Down to Earth
Series, “Is It Worth Printing?”/Choose Print)

B y providing a market for responsibly grown wood fiber,
the U.S. paper industry encourages forest land owners
to continue managing their lands rather than selling
them for development or other non-forest uses. This is an
especially important consideration in facing economic
pressure to convert forest land to non-forest uses.
(Two Sides)

Forests “left to themselves” would perish due to
disease, fire, and other natural causes.

Misconceptions

PRINT
The Value of

Misconceptions
Electronic communication is
more environmentally
friendly than print.

In Europe and the U.S. around 60% of energy used to make
paper comes from renewable resources. (Carbon & Energy
Reduction, Print City, 2010)

Adverse health effects fromproducing a book.e-reader
are 70 times worse than
producing an
(Daniel
Goleman and Gregory Norris, “How Green Is My iPad,” The New York Times)

CO2 emissions from making a CD are 4 times higher
than from printing a 100 page, 4-color annual report.
(ED #13, Balance, NewPage)

In 2008, Americans generated 3.16 million tons
of electronic waste. (EPS, MSW 2008 data)

Misconceptions

PRINT
The Value of

Misconceptions
Electronic devices typically require the mining and
refining of dozens of minerals and metals, as well
as the use of plastics, hydrocarbon solvents, other and
non-renewable resources.

50–80% of electronic waste collected for recycling is
shipped overseas and often unsafely dismantled.
(Facts and Figures on E-Waste and Recycling, Electronics Take Back Coalition)

Printing is the only medium with a one-time carbon
footprint—all other media require energy every time
they are viewed. (2010 PrintCity report on Carbon and Energy)

As newthe answer. Oneitmust consider all the inputs
research emerges, is clear that “either/or”
is not
and outputs before making a decision about which
communications are better delivered electronically or
on paper. By linking the power of paper with
the efficiency of electronics, we can streamline our
communications and help maintain the best environmental
balance possible. (International Paper, Go Paper, Grow Trees website)

Misconceptions

PRINT
The Value of

Misconceptions

Print isn’t green.
Being

green does NOT mean using digital
communication instead of print.

63.5% of for paper consumed in the U.S. was for
all
recovered recycling in 2010. Paper recovery
recycling has increased by 77% since 1990.
(Ibid/Choose Print/AF&PA)

Printed productshas served its purpose,resource. Once
a printed product
are a renewable
it reenters the
cycle as a new product.

Misconceptions

PRINT
The Value of

Misconceptions

33% comes from wood chips and
33% comes from recycled
of paper
sawmill scraps; another
paper. (U.S. EPA/Choose Print)

D irect mail represents just 2.4% of municipal solid waste,
according to the U.S. Environmental Protection Agency. The
recycling recovery rate of direct mail has grown
nearly 700% since 1990. In 2009, discarded TVs,
computers, peripherals (including printers, scanners, fax
machines), mice, keyboards, and cell phones totaled
about 2.37 million short tons. (EPA website, Municipal Solid
Waste Generation, Recycling, and Disposal in the United States)

Misconceptions

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The Value of

Effectiveness

Scan the QR code to
access video discussing
the effectiveness section
of the flipbook and the
Value of Print website.

Effectiveness

PRINT
The Value of

Effectiveness

Direct mail is an important
part of a marketing campaign.
85% ofand
consumers sort
through read
selected
pieces of mail every day.
(Research by Mail Print)

40% of consumers say that they
have tried a new business after
receiving direct mail. (Research by Mail Print )

73% of consumers prefer mail for
receiving new product announcements or
offers from companies they do business
with as compared to 18% from email.
(International Communications Research survey)

Effectiveness

PRINT
The Value of

Effectiveness

76% of small businesses state that their
ideal marketing mix is a combination
of print and digital communications.
(Pitney Bowes Survey/Choose Print)

A catalog lead $53.85 per lead,, whilewhat
email comes in at
costs $47.61
and,
is more, the response rate to direct mail has
consistently been three times higher than email.
(DMA 2011 Statistical Fact Book)

Nearly 90% of consumers say they want to
receive sales and promotions via direct mail
and find offers in the newspaper. (Nielsen research)

Effectiveness

PRINT
The Value of

Effectiveness

Print providesresults.
In 2010 an investment of returned, onmarketing$12.57
advertising expenditures
$1 in direct
average,
in sales. This high return on investment held up across all
industries. (Choose Print/DMA, The Power of Direct Marketing)

79% of total nonprofit gifts come through direct mail,
only 10% online. (Choose Print/Blackbaud: 2011 donorCentrics
Internet & Multichannel Giving Benchmarking Report)

67% of online searches are driven by
offline messages , with 39% of shoppers
making a purchase . (iProspect Offline Channel Influence
on Online Search Behavior Study 2007/Choose Print)

63% of consumers report that they bought
something they saw in a custom publication.
(Ibid/Choose Print)

Effectiveness

PRINT
The Value of

Effectiveness

T hose shoppers who receive a direct mail piece
directing them to an online site spend an average 13%
more than those who do not receive a printed piece.
(U.S. Postal Service FY07 Catalog Whitepaper/Choose Print)

Websites supported by catalogs yield 163% more
revenue than those not supported by catalogs.
(USPS, Deliver magazine, Volume 5, Issue 5, 10/09)

60% of sales channel; websitesthat catalogsatare their
primary
merchants surveyed said
came in second 20%.
(2008 DMA Study, State of the Catalog Industry/Choose Print)

Combiningcampaign payback by marketing activities
direct mail with other
increases up to 20%
. (Meta
Analysis of Direct Mail study, Brand Science on behalf of Royal Mail)

Direct mail isfor converting desire and
marketing mix
an essential mechanism in the

intention into action.

Effectiveness

PRINT
The Value of

Effectiveness

Print is Alive &Well.
C onsumers continue to view mail as a highly relevant
and significant part of their lives. (USPS Mail and the Internet)

A customerextremely high customer satisfaction rating
indicates an
survey conducted by ThinkShapes Mail

among those clients who have used shaped mail in
their most recent direct mail marketing campaigns. ThinkShapes
says shaped mail increases the response rate over
“regular” direct mail by two to three times.

3 0% more dollars are spent by multimedia shoppers
than single-medium shoppers. (USPS Mail and the Internet White Paper)

41% of Americans shop using both catalogs and
Internet. (USPS Mail and the Internet White Paper)

Effectiveness

PRINT
The Value of

Effectiveness

70% of Americans, including 69% of 18–24-year-olds, state
they “prefer to read print and paper communications,
rather than reading off a screen.” The majority of
respondents (67%) say paper is more pleasant to handle and
touch than other media. (Survey commissioned by Two Sides)

Consumersmarketing offers via postal demographic prefer ,
to learn about
in the 18–34-year-old
mail and newspapers
rather than online sources such as social media sites.
(Finding the Right Channel Combination: What Drives Channel Choice, ICOM, a
division of Epsilon Targeting)

70% of Americans enjoy reading printedmost of the
even though they know they could find
magazines
same information online. (State of the Media Democracy,
Deloitte Research, March 2011)

74% of college students prefer a printed textbook
when taking a class, and 53% of college students would not
consider buying digital textbooks even if they
were available. (Student Watch 2010, National Association of College Stores [NACS])

Effectiveness

PRINT
The Value of

Effectiveness

R esearch shows people learn more effectively from
print than a computer. Paper has major advantages in
supporting annotation while reading, quick navigation, and
flexibility of spatial layout. This allows readers to deepen
their understanding of the text, extract a sense of its
structure, create a plan for writing, cross-refer to other
documents, and interleave reading and writing. (O’Hara, K. and
Sellen, A., 1997, Two Sides)

It is all serving publications, associations, and corporate
specialists
about the mix: , survey
Readex Research

researchers, conducted Media Usage Studies between
September 2010 and May 2011. Media used regularly by
professionals to keep current:
77% report regular use of search engines.
74% say they rely on print editions of magazines.
74% say they depend on e-newsletters related to their industry.
Websitesthe professional publishers, associations, or others
informing
of
industry came in at 55%.
Social media came in last, with 30% indicating regular use.

Effectiveness

PRINT
The Value of

Effectiveness

A new generation of digital natives show strong
preferences for paper, still the favored medium of all age
groups for reading and safekeeping of documents.
(Research conducted by IPSOS, in association with industry organizations
Two Sides and Print Power)

There are almost 187 million magazine-reading adults in the
U.S. Almost half of all magazine readers (46%) are interacting
with their favorite magazines exclusively in print. (Fall 2011 wave
of Affinity’s American Magazine Study which surveys 60,000 U.S. consumers)

Effectiveness

PRINT
The Value of

By the Numbers

Scan the QR codethe
to access video discussing
economic impact of the industry and
the Value of Print website.

By the Numbers

PRINT
The Value of

By the Numbers

Printing is one ofroots datingoldest manufacturing
industries with
America’s
to before the Revolutionary
War and Benjamin Franklin. While the industry has a long
and distinguished past it also has a large presence
today and a positive future. And, as America’s most
geographically dispersed manufacturing industry, it
provides thousands of good jobs and entrepreneurial
opportunities in every state and metropolitan area throughout
the country.

Print’s Large Economic Footprint
Printing has a very large economic footprint. The total value
of shipments produced by the American printing industry in
2011 is estimated at $145.1 billion. According to Printing
Industries of America’s print market tracking model, U.S.
printing shipments increased by approximately
0.4% in 2011. The growth was the result of the overall
economic improvement and gains in advertising and
promotion printing, particularly direct mail promotion related
to the 2012 election cycle.
If the economy trends as projected, print
markets
should continue to grow in 2012. All in all, our
projection is for 3% growth in 2012 and 3.3% growth in
2013 on a nominal or non-inflation adjusted basis.

By the Numbers

PRINT
The Value of

By the Numbers

Total Printing Shipments
$ in Billions
147.5
147
146.5
146
145.5
145
144.5
144
143.5
143 2010 2011 2012
$ in Billions 144.6 145.1 147.2

America’s Largest Small Manufacturing Business
In contrast to many American manufacturing industries that are
concentrated in large plants located in a few cities or a state,
printing is composed of virtually all scales of operations: small,
medium, and large plants scatted throughout the country.
In fact, there are more printing plants in the United
States than McDonald’s outlets, making America’s
printing industry the most geographically
dispersed manufacturing industry with plants located
in every state and sizable city.

By the Numbers

PRINT
The Value of

By the Numbers

At the end of 2011 there were approximately
31,500 printing plants in the U.S.
employing almost 850,000 employees. On
average, each printing plant employed around 27 with
annual shipments of almost $5 million .

America’s Largest Small Manufacturing Business
End of 2011

Plants 31,500
Employment 847,400
Shipments per Plant $4.73 Million
Employment per Plant 26.9

By the Numbers

PRINT
The Value of

By the Numbers

A Diversity of Processes and Services
America’s printing plants utilize a variety of processes to
produce numerous products and services for their customers.
In terms of process, almost three-fourths of the
annual dollar volume of printers’ sales is produced by
conventional printing processes—mostly
sheetfed and web offset lithographic printing. The remainder
of printers’ sales is from digital toner-based and inkjet printing
and various ancillary services such as creative design, mailing,
database management, and other services.

Print by Process
% of Shipment Money
Conventional
73%

Ancillary/Adjacent
13%

Digital
14%

By the Numbers

PRINT
The Value of

By the Numbers
Print Is Multi-Functional
Although many print products and services provide multiple
functions, we can sort data on shipments and plants by three
major intended functions:
Print intended to inform or communicate factual and editorial
information such as magazines, newspapers, books, and reports.
Print providing product logistics to manufactured products
packaging, labels, wrappers, and product user manuals.
Print intended to market, promote, or sell various products,
services, political candidates, positions, or ideas—marketing and
promotional print such as catalogs, direct mail, and brochures.

Print by Function
Current Distribution

Inform
36.4%
/communicate

Market/Promote
43.8%
L ogistics
19.8%

Generally, print logistics printers tend to be much larger than
printers specializing in the other two functions. In terms of annual
sales volumes, print logistics printers averaged around $16
million compared to $7.2 million for inform/communicate
printers and $2.5 million for market/promote printers.

By the Numbers

PRINT
The Value of

By the Numbers
Multiple Products and Sectors
Most printers focus on particular products or market
segments such as direct marketing or packaging. These
segments have their own demand drivers, challenges, and
opportunities. A sorting of sales changes for each sector
relative to print’s overall sales trend demonstrates a
diversified pattern of relative growth trends.

Highest Relative Growth
Greeting Cards Direct Marketing Packaging

Modest Relative Growth
Labels &Wrappers General Commercial

Less Relative Growth
Magazine Printing Book Printing Trade Services Newspapers

Least Relative Growth
Modest Relative /Growth
Business Forms Financial Legal

By the Numbers

PRINT
The Value of

By the Numbers

Growing Importance of Digital Printing
Digital printing has increased at a rapid pace over the
past decade. What is the source of this growth in digital
printing? The primary reason is that digital technology
is consistent with customer needs for smaller, more
flexible printing. Also, digital toner-based printing allows for
more personalization and customization.

Annual Percent Change in Digital Toner-Based Print
(Sales Weighted by Size of Firm)
12%
10.6%
10%
7.8% 8.0%
8% 6.6%
5.3% 6.0% 5.7%
6% 4.7%
4.1%
4%

2%
0.9%
0%
2004 2005 2006 2007 2008 2009 2010 2011 Average Average
YTD Excluding 2011

By the Numbers

PRINT
The Value of

By the Numbers

Print and the Economy
In general, printing activity is correlated with various
economic metrics such as gross domestic product (GDP),
industrial production, and total employment. As demonstrated
in the chart below, the annual percentage change in total
printing, digital printing, and conventional (non-digital
printing—primarily lithographic) track closely with
annual changes in total U.S. employment
over the study period.

Print Sales and U.S. Employment 2004–2010
(Annual Percent Change in Print Shipments & Total U.S. Employment)
15%

10%

5%

0%

–5%
Total Printing
Employment
–10% Digital Printing
Conventional Print
–15%

–20%
2004 2005 2006 2007 2008 2009 2010

By the Numbers

PRINT
The Value of

By the Numbers

When comparedrecessions and lags recoveries so
typically leads
to general economic cycles, print

that printing shipments turn down earlier as the recession
begins and turn up slower once the economy recovers.
Print does best when the economy reaches
a mature recovery phase. In this sweet spot print
may outpace the economy for a few quarters.

ProfilingTypical Pattern: The Economy & Print
Economic Cycles
5
4
3
2
1
0 Mature Mature
Recovery Recovery
–1
–2
Recession Recovery
–3
–4
Annual % change in inflation-adjusted GDP and printing shipments

Economy Printing

By the Numbers

PRINT
The Value of

By the Numbers

A Domestic Industry with a Global Reach
For the most part, print remains a domestic industry
as most print that is produced here is consumed here and
most print consumed here is produced here. However, many
printers do export a portion of their output to
foreign countries. According to our surveys almost one in
four printers sells to foreign customers. On average, exports
comprise just over 7% of sales for these firms.

Export Products/Services
Export: Average % of Median %
Yes or No % of Printers Company Sales of Sales
Yes 23.5 7.3 2
No 76.5

By the Numbers

PRINT
The Value of

By the Numbers

Financial Overview
The printing industry incurred an average profit for 2010
of 1.4 % for all printers participating in the 2011–12
Ratios Survey. This is an increase of 2.8 % from last year’s
average loss of 1.4% and ends a trend of the three prior
years of consecutive decreases. Looking back over the 90–year
history of the Ratios Studies, an astute businessperson might
predict the reversal of the industry’s recessionary
trends, as it has always happened. But with the ever-changing
environment, even veteran industry leaders have expressed
concern over the recovery. This report should alleviate
some concerns. The industry showed approximately $2.1
billion in total profits over the course of the year,
quite the opposite from 2009’s approximate $1.9 billion in
total losses. 38% of printers participating in the Ratios Studies
posted a financial loss for the year, down from the 55% who
reported losses in 2009.

By the Numbers

PRINT
The Value of

By the Numbers

Printers’ Profits
Profit as a % of Sales 2001–2011
12
10
8
6 Printer’s Profits
4
2 CHART
0
–2
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
All Printers 3.1 1 1.6 1.7 2.5 2.7 3.4 3.1 1.5 –1.4 1.4
Profit Leaders 10.5 8 8.4 8.7 9.4 10.3 10.1 9.7 9.4 7 9.5

All Printers Profit Leaders

The industry’s profit leaders, printers in the top 25%
of profitability, saw their profits rise significantly
over the year, increasing to 9.5% from 7.0% the previous
year. Considering the conditions of the economy and the
overall industry results, these top performers should consider
themselves fortunate.

By the Numbers

PRINT
The Value of

By the Numbers
A Dynamic Future
As printers have focused on diversification over the
years, they have moved from specializing in the production
of printed products to providing ancillary services
to offering their customers communication solutions
and print management services. While there are many
printing firms in each step of this progression, the unfolding
trend is extremely dynamic as firms think ahead to
the next step in the spectrum.

Ancillary and Outsourced Print
Printed Products Adjacent Market Communications Management
Space Solutions Services

Looking further into the future, the print logistics
function, although mature, should continue to grow
in shipments at a pace about equal to the overall economy.
This is true as long as manufacturing activity in the U.S.
remains fairly healthy. While the inform/communicate
function of print is declining it remains a large sector.
On a year-to-year basis, there may be some years when
total sector sales grow when the economy grows
at a particularly high pace. Also, not all firms in this sector
will experience declining sales since some will gain market
share at the expense of others.

By the Numbers

PRINT
The Value of

By the Numbers
The last functional sector, market/promote, islate
somewhere between the previous two sectors: in the
stages of maturity but not yet in decline. Shipments
of print designed to market and promote will likely
increase but at a pace less than the economy.
Printing Industries of America projects total, real, or
inflation-adjusted shipments will likely grow
at a modest pace over the next decade. By function, the
inform sector is projected to decline by 4% per year over the
next decade. The marketing function is projected to
increase by 2% per year and the logistics function
by 3% per year.

Annual Printing Shipments
By Function in $ Billions—Likely Scenario
180
160 Total

140
120
100
Marketing (+2%)
80
60
40 Logistics (+3%)

20 Inform/Communicate (–4%)

0
2011 2016 2021
Note: Inflation- and cycle-adjusted projection

By the Numbers

PRINT
The Value of

Resources

Scan the QR code to
access video discussing
additional resources that one can
use and how to access them on
the Value of Print website.

Resources

PRINT
The Value of

Resources
Print Grows Trees
printgrowstrees.org
“Focus on re-forestation rather than de-forestation. Supporting
paper gives tree farmers the financial incentive to renew forests
rather than clearcut them. Think before you DON’T print.”

Choose Print
chooseprint.org
“Print is a powerful resource that can grow your business and
actually help sustain forests.”

Print in the Mix
printinthemix.com
“Even in the digital age, print is an essential piece in the
marketing mix.”

The Print Council
theprintcouncil.org
“Educating the print industry, the media, and marketers about
the importance of print in the media mix.”

American Forest & Paper Association
afandpa.org
“The national trade association of the paper and forest industry
emphasizes sustainable practices and recycling.”

Resources

PRINT
The Value of

Resources

Mail Moves America
mailmovesamerica.org
“Advertising mail fuels many American jobs in the mailing industry.”

Print Power
printpower.eu/en
“Promote print media through focused advertising as a
complement to online and television advertising.”

Direct Marketing Association
the-dma.org
“Emphasizes direct marketing as a powerful tool that yields
high ROI and responsibly educates consumers about their mail
preference choices.”

Down to Earth
internationalpaper.com
“Print on paper pays off economically and pays back environmentally.”

Paper Because
paperbecause.com
“Paper is a sustainable, renewable, recyclable, plant-based product
that connects us in so many ways to the important things in life.”

Resources

PRINT
The Value of

Resources

The Paper Life Cycle
thepaperlifecycle.org
“Promotes a wider understanding and positive action around the
key environmental issues affecting the life cycle of paper.”

Paper Recycles
paperrecycles.org
“Recycling increases energy efficiency, reduces greenhouse gas
emissions, and promotes sustainable forestry practices.”

SGP (Sustainable Green Printing Partnership)
sgppartnership.org
“Print plays a vital role in the graphic communications industry, and
sustainable business practices ensure continued viability and growth.”

Two Sides
twosides.us
“Understand sustainability issues related to the graphic communications
supply chain and more effectively promote the sustainability of
our industry and your business.”

USPS
about.usps.com/what-we-are-doing/green/welcome.htm
“Eco-friendly products and services from a company that has been
doing it the “green” way for years.”

Resources

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Value Of Print

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