Anda di halaman 1dari 27

11th Annual Industry Characteristics Study

A Look at the Volume and Type of Content Marketing in America for 2011

Executive Summary
The expansion of content marketing beyond the printed custom publication continued. Marketers spent an all-time high of $12.5 billion on video, mobile, virtual event, and educational content en route to a $40.1 billion total spend on all forms of content marketing, the second highest spend recorded.

The average company distributes content 403.8 times per year more than daily. This stat combines the frequency of all forms of content marketing, and appears to be an indication that brands are increasingly playing a media role as they share more and more information, news and education. 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.

Characteristics of Printed Custom Publications

UNIQUE TITLES PER COMPANY

Summary
After a two year decline believed

2.5

2.4 2.3 2.3 2.3 2.2 2.2 2.2 2.0

to be largely the result of general economic conditions, the number of unique printed custom publication titles produced per company settled at 1.7.

2.0 1.7 1.7

1.9

1.9

1.5

1.0 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999

FREQUENCY PER TITLE

Summary
The average annual frequency of

12.0 11.0 10.0 9.0 8.0 7.0 6.0 5.0 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999 6.1 7.4 6.4 6.3 9.0 9.0 8.4 8.8 8.7

printed custom publications declined for the second consecutive period to 6.1 times per year.

10.3 9.6 9.3

This trend seems aligned with the

gradual rise in the use of the magazine format (typically a less frequent, higher page count medium) versus the newsletter format (typically a more frequent, lower page count medium).

PAGES PER ISSUE

Summary
The average page count per

issue for printed custom publications reached an all-time high for the second straight year.

30.0 25.0 20.0 15.0 10.0 5.0

29.4 25.8 23.2 22.2 24.9 24.9 22.8 20.0 19.3 15.6 12.0 13.8

The average page count per issue was 29.4 pages, a 145% increase in the last decade.
Printed custom publications are

expanding in page count at an increasing average annual rate of 1.4 pages per year.

CIRCULATION PER ISSUE

Summary
The average circulation per issue

52,010 50,000 48,162 43,068 40,000 37,340

for printed custom publications climbed to an all-time high of 52,010 copies per issue.

Over the last ten years (200136,275

35,221

2010), average circulation per title nearly tripled, increasing by a remarkable 180%.

30,044 30,000 26,860 21,882 20,000 18,587 21,878 19,595

10,000

ANNUAL CIRCULATION PER TITLE

Summary
The average annual circulation

400 356 350 300 250 317 270 336 296

379

per printed custom publication title combines average annual frequency per title with average circulation per issue.

316 277

For 2010, the average annual

Thousands (000)

circulation per title was 317,261 copies (6.1 frequency x 52,010 circulation).

210 200 150 100 173 140 123

Since the outset of the survey,

annual circulation per title has grown 157%, from 123,448 copies to 317,261 copies.

PRIMARY AUDIENCE

Summary
For the eighth year running, titles

100%
21% 29% 31% 36% 37% 35% 41%

targeting external audiences exceeded those targeting internal audiences (79% versus 21%) and the gap continues to grow.

Though the study did not


49% 55% 54% 72% 80%

75%

50%
79% 71% 69%

Internal External

64% 63% 65%

25%

59%

51%

45%

46% 28% 20%

ascertain the reason for this very consistent pattern, the trend is likely a result of the effectiveness of printed custom publications as external marketing vehicles, and the use of electronic solutions such as intranets to convey information from companies to their employees.

0%

EXTERNAL AUDIENCE

Summary
As seen on the prior slide, 79%

100%

of printed custom publications are targeting external audiences, a group that is comprised of businesses (BtoB) and consumers (BtoC).

75%
63%

46% 63%

46%

45%

48%

48%

45%

As with last year, of those printed

50%

BtoC BtoB

custom publications targeting external audiences, the majority of them are BtoC versus BtoB. This is a new trend but appears to have staying power.

25%

54% 37% 37%

54%

55%

53%

52%

55%

0%

2010

2009

2008

2007

2006

2005

2004

2003

DISTRIBUTION METHOD

Other Paid Delivery US Postal Service Internal Distribution

Summary
As circulation trends toward external audiences (and away from internal audiences), the preferred distribution method, not surprisingly, trends increasingly toward use of the USPS this years numbers represent a relatively stable continuation of that trend.

100%

8%

10%

8%

4%

8%

9%

8%

9%

75%
55%

73%

74% 74% 76%

63%

66%

65%

50%

25%
22% 29% 25% 27% 36%

19%

16%

16%

0% 2010 2009 2008 2007 2006 2005 2004 2003

USE FOUR COLOR

Summary
No Four Color Some Four Color

100%
12% 15% 17% 21% 20% 21% 32% 32%

All Four Color

Last year, we suggested that the days of no four color printing would come to an end or close to an end in the next decade, and 2010 continued to indicate the same trending. This year an all-time high of 88% of companies used some or all four color in the production of their printed custom publications.

75%

19%

19%

39%

18%

41%

40%

46%

18%

18%

20% 17% 21% 21% 22%

50%
69% 66%

16%

15%

65%

25%

61%

62%

59%

51%

47%

40%

37%

44%

39%

0% 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999

PUBLICATION FORMAT

Summary
Following a three year comeback

100%

7%

4%

4%

8%

8%

10%

9%

9%

11%

7%

12%

11%

for newsletters likely driven by challenging economic times magazines have resumed their trend of dominance.

75%
56%

46%

47%

43%

50%

47%

42%

39%

30%

29%

29%

24%

Tabloid Magazine Newsletter

50%
64% 65%

56% of the printed custom publications are categorized by responders as magazines (an alltime high), a data point further backed by the continued growth of page counts per issue.

25%

50% 37%

59% 49% 49% 42% 43% 49% 52%

59%

0% 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999

PRESENCE OF ADVERTISEMENTS
100%
26% 19% 14% 23% 29% 34% 27% 26% 16% 9% 9% 20% 11% 6%
Paid Ads In-House Ads No Ads

Summary
The presence of paid advertising

30%

75%
11% 12%

11%

seems to expand and retract periodically, perhaps as brands explore the value of participation from advertisers and advertisers explore the effectiveness of using branded mediums to carry forth their message.

50%

For the last two years the

25%

59%

62%

70%

68%

62% 46%

62%

67%

70%

presence of paid advertising has expanded following three years of decline. This year the 30% of printed custom publications that carried paid advertisements was the second highest factor ever.

0%
2010 2009 2008 2007 2006 2005 2004 2003 2002

AVERAGE AGE PER TITLE

Summary
Six years ago, we introduced

10.0 8.0 6.0

9.0 8.2 7.8 7.7 8.0 7.9

more options for survey responders in answering questions related to the age of their printed custom publications.

Average age jumped from 8.2

4.6

4.6

4.3

4.0 2.0 0.0

4.2

4.2

4.1

years to 9 years, indicating the staying power of the printed custom publications.

TITLES IN THE MARKET

Summary
The number of unique printed

150 140 130 120


110

143

custom publication titles published in America decreased for the third straight year to 110,174, as marketers broaden the array of content marketing mediums beyond print.

Thousands (000)

124 113

125 116 108 116 114

126

Despite the third straight

110 100 90

106 97

decrease from the peak reached in 2007, the rate of decline seems to have stabilized.

Though there are fewer titles,

each title is packing more punch in terms of greater per issue circulation and page count, more color, and the magazine format.

CIRCULATION IN THE MARKET

Summary
The total number of printed

45 40
Billions (000,000,000)
40.2 35.0

41.6 38.7 37.0

43.8

custom publication copies distributed (titles x average frequency x average circulation) decreased 12.9% to 35.0 billion units.

35 30 25 20 15 10

34.1

32.0

Since the survey was first

23.4

21.9

conducted in 1999, total circulation volume has nearly tripled from 11.9 billion units to 35.0 billion units.

14.8 11.9 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999

The main driver of this years

decline in total copies is not circulation per title which is actually rising but issue frequency and the gravitation to the magazine format.

UNIQUE PAGES IN THE MARKET

Summary
The total number of unique

30
25.8

28.6 26.2 25.3 21.4 24.3 20.6

25 Millions (000,000)
19.7 21.5

printed pages (titles x average pages per issue x frequency) produced in America was 19.8 million, down 8.2% versus 2009 (21.5 million). Again, frequency not page count per issue is the driver of this aggregate decline.

20

Since the outset of the study in


15
14.2 10.6

10

8.4

1999, the unique printed page volume has expanded with an average annual growth rate of 9.8% and an overall growth rate of 134.9%.

5 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999

Characteristics of Other Forms of Content Marketing

OTHER FORMS OF BRANDED CONTENT

Summary
For the second year, we explored

100%
18% 30% 44% 61% 79% 24% 30% 19% 37%

Yes No

the use of other forms of media for content marketing initiatives. This section details 2010 results.

By a large margin, the most

75%

50%
82% 70% 56% 39% 21% 76% 70% 81% 63%

common other form being used is website updates of articles, blog posts and other content (79%). Video is among the fastest growing forms, gaining popularity by an additional 7% of responders in 2010.

25%

Usage increased in all but three

0%

of the forms, with the increases ranging from two to seven percentage points. The decliners were e-newsletters, podcasts, and RSS feeds all of which may be declining due to social media initiatives that replicate some of the benefits of these forms.

FORECASTED USE OF OTHER FORMS


100%
1% 6% 5% 2% 5%
will do less will do more

Summary
Other formats continue to be

21% 20%

15% 28% 32% 45% 57% 43%

no change

75%

white hot with very few responders saying they will do less in the coming year. In fact, for web site updates and mobile content, no respondents said they will do less.

50%
78% 80% 74% 67% 65% 55% 41% 57%

The format that responders were

25%

0%

more bullish on this year versus last year was video content 57% of marketers are now saying theyll do even more video compared to 54% last year and this is on the heels of a 7% increase in the popularity of the format over the past year. The appetite for video continues to grow aggressively.

FREQUENCY OF OTHER FORMS

Summary
Once again, web site updates are

150.0 125.0

142.5

102.2

100.0 75.0 50.0 25.0 0.0


46.2 23.6 16.8 5.2

both the most commonly used other form (in use by 79% of all marketers), and the form of branded content that has the greatest frequency. The average marketer updated its web site(s) 142x nearly three times per week with articles/posts and other content.

35.3

Combining the frequency of all


25.9

forms, the average marketer is distributing content an impressive 403.8 times per year or about 1.1 times per day.

Market Spend

(Production and Distribution Only)

OVERALL MONEY SPENT

Summary
Spending on production and

distribution, which might reflect Corporate Americas budget for content marketing, has dropped to $40.1 billion.

$50
$4.2
other forms

Billions (000,000,000)

$40

electronic

$3.6

$12.1

print

For the second year in a row, weve added electronic and other forms of content marketing to the survey. Electronic was the only form that grew year over year. Print remains the biggest piece of the content marketing pie.

$30

$12.5

$20
$24.0

$30.9

$34.1 $27.3

$37.3 $28.4 $22.0 $18.3 $17.0


2003 2002

$10
2010 2009 2008 2007 2006 2005 2004

$14.2 $12.9
2001 2000

The total market spend data relies on data gathered from a period that was partially during the recession, a fact that may be depressing figures.

OVERALL MONEY SPENT (Production Only)

Summary
Excluding costs related to

$30
Billions (000,000,000)
$2.4

$2.9

other forms electronic print

distribution and personnel assigned to content marketing projects, Corporate America spent $26.4 billion on the production of content marketing.

$8.9

To de-emphasize the impact of

$20

$8.9

$10
$15.1

$20.3

$23.1 $18.5

$24.5 $18.3 $14.9

spikes in spending in past years, for the first time this year, the 2010 numbers utilize a 5 year rolling average for marketer spend (for print, electronic, and other formats).

$13.2

$11.6

$9.9

$9.4

$0
2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000

SPENDING AS PART OF THE MIX

Summary
Of the average overall

40%

marketing, advertising and communications budget, 29% of the funds were dedicated to content marketing.

30%

20% 29% 10% 32% 24% 27%

24%

23%

25%

22%

23% 13%

The slight dip from last year is difficult to explain, although it could be reflective of the cost efficiencies marketers realize as they reduce their print frequencies and focus increasingly on electronic media.
Nevertheless, 29% is a very

0% 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001

high percentage of marketing funds to be devoted to content marketing, and reflects a general trend of increasing marketing share since this surveys inception.

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 newsletter ContentWise (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 by dialing 1-212-989-4631. To subscribe to ContentWise call 1-888-626-8779 or visit the website noted above.