In its annual report published last November "?Regards on the communication markets graphique?", Idep provides data on the breakdown of commercial printing turnover by market (based on 2018 data). A relatively stable distribution compared to previous years, the Institute indicates.
Print advertising dominates
This is the most important market for commercial printing. Advertising print continues to account for about one third of total commercial sales. The idep indicates that the second largest market in the graphic industries in terms of volume is the magazine press (one third of the tonnage produced) although it generates only 9% of commercial turnover.
The second most important market for printers in terms of sales includes administrative or commercial printed matter, whether personalized or not, and directories.
An omnichannel communication
While the distribution of turnover in the various markets is stable compared to previous years, the continued erosion of print volume is forcing companies to adapt their strategy and develop their core business, the Institute points out.
Communication today is omni-channel, and increasingly focused on digital, with communication spending in digital media increasing while direct marketing spending decreases.
But the idep insists on the particular place occupied by paper in the communication areas.
"?À both noble and popular, suggesting trust, attracting attention, he is the one citizens turn to when piracy and fake news shakes for security and democracy. It is the premium and charming asset of the luxury advertiser. It is the safest and most efficient channel to the merchant's catchment area.?»
