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This report also includes snapshots and demographics of the print-buying markets—graphic design firms, ad agencies, and publishing companies. The report also includes the results of a September 2008 WhatTheyThink survey of commercial printers and print buyers that asked about current and anticipated business conditions, as well as top challenges, changes in media usage on the part of creative firms, and actions the printing industry plans to take to counter the prevailing economic slowdown.

Table of Contents

Executive Summary............9

For More Information .....9
The State of the Printing Industry....10
Demographics..............10
Printing Shipments.......11
Printing Profits .............12
Business Conditions ....12
Top Challenges............14
Action Items.15
The Industry Today......15
The State of the Creative Industries16
Demographics..............17
Design Firms .....17
Ad Agencies ......17
Periodical Publishers..........18
Book Publishers.18
Newspaper Publishers........18
Capital Expenditures for All Publishers .............19
Non-Employer Statistics...............19
Business Conditions ....20
Design Firms .....20
Ad Agencies ......21
Publishers ..........22
Media Usage23
Design Firms .....23
Agencies............25
Publishers ..........26
Top Trends for 2009........27
What’s Hot and What’s Not..........27
Hot Items...........27
Warm Items .......28
Cold Items....29
[Dis]honorable Mention30

Introduction.......31

About the Present Report31
How This Report Is Organized.....31
For More Information.......32

1.The State of the Printing Industry ...............33
2.Demographics .34
Establishments ............34
Employees...35
Payroll..........36
Capital Expenditures....37
Printing Shipments ..........38
Printing Shipments as a Percentage of GDP...............41
Printing Profits.43
Business Conditions........44
Current Business Conditions .......44
Expected Business Conditions ....46
Top Challenges ...............47
Action Items.....50
The Industry Today .........52

2. The State of the Creative Industries............55

Demographics .56
Design Firms56
Number of Establishments .56
Employees .........57
Payroll ...............58
Capital Expenditures..........59
Ad Agencies.60
Establishments...60
Employees .........61
Payroll ...............62
Capital Expenditures..........63
Periodical Publishers ...64
Establishments...64
Employees .........65
Payroll ...............66
Book Publishers...........67
Establishments...67
Employees .........68
Payroll ...............69
Newspaper Publishers.70
Establishments...70
Employees .........71
Payroll ...............72
Capital Expenditures for All Publishers .............73
Non-Employer Statistics...............74
Design Firms .....74
Agencies............76
Publishers ..........78
Business Conditions........80
Design Firms80
Ad Agencies.81
Publishers....82
Expected Business Conditions........82
Design Firms82
Ad Agencies.83
Publishers....84
Media Usage ...85
Media Used Now .........86
Design Firms .....86
Agencies............87
Publishers ..........88
Media Growth ..............89
Design Firms .....89
Agencies............90
Publishers ..........91

3. Top Trends for 2009......92

What’s Hot and What’s Not .............92
Hot Items .....92
Warm Items .92
Cold Items....92
[Dis]honorable Mention92
Hot, Warm, and Cold Items in Detail ...............92
Hot Items .....92
“Green” Issues ...92
Web 2.0 .............93
1:1 Printing........94
“Wikinomics” and “Open Source-onomics”.......94
Warm Items .95
Inkjet Printing....95
E-Books.............96
Multichannel Marketing.....98
Web-to-Print....100
Viral Campaigns/Unconventional Marketing ...100
Cold Items..101
Offshoring Printing..........101
“Workflow”.....102
[Dis]Honorable Mention .............102
The Economy ..102

4. The WhatTheyThink 2009 Forecast of the Graphic Communications
Markets ............106

Printing Markets ............106
Forecast by Market ....107
Quick/Sheetfed Offset Commercial Printers.....107
Nonheatset Web Printers..108
Heatset Web Printers .......109
Creative Markets ...........109
Forecast by Creative Market......110
Ad Agencies ....110
Graphic Designers.....110
Publishing Markets ........111
Forecast by Publishing Market...112
Magazine Publishers ........112
Catalog Publishers ...........112
Book Publishers...............113
The Last Word...............114

Table of Figures

Figure 1: U.S. Printing Shipments, January to August 2003–2008 .....12
Figure 2: In Terms of Your Revenues at This Location, How Has 2008 Compared
To 2007?......13
Figure 3: Do You Expect 2009 Revenues Compared to 2008 to... .....13
Figure 4: What Are the Top Three or Four Issues that Companies Like Yours
Must Face in 2009? .....14
Figure 5: What Areas Are You Emphasizing to Deal with the Slower Economy?15
Figure 6: In 2008, Business Conditions for Our Firm Have Been..., Design Firms
.....20
Figure 7: We Expect Business Conditions in 2009 to Be..., Design Firms..........20
Figure 7: In 2008, Business Conditions for Our Firm Have Been..., Ad Agencies
.....21
Figure 9: We Expect Business Conditions in 2009 to Be..., Ad Agencies...........21
Figure 10: Please Identify Any of These Media In Which You Have Worked for
Clients in the Last 6 Months, Design Firms..23
Figure 11: Please Identify Any of These Media which Will Grow in Use in Your
Client Work by More Than 10%, Design Firms............24
Figure 11: Please Identify Any of These Media In Which You Have Worked for
Clients in the Last 6 Months, Ad Agencies...25
Figure 13: Please Identify Any of These Media which Will Grow in Use in Your
Client Work by More Than 10%, Ad Agencies.............26
Figure 1: Number of Commercial Printing Establishments (NAICS 32311), 1993–
2006.............34
Figure 2: Number of Commercial Printing Employees (NAICS 32311), 1993–
2006.............35
Figure 3: Annual Commercial Printing Payroll (NAICS 32311) ($000), 1993–
2006.............36
Figure 4: Commercial Printing Capital Expenditures (NAICS 32311)($000),
2005–2006...37
Figure 5: Current-Dollar U.S. Printing and Printing Services Shipments, Monthby-
Month, 2003–2008..38
Figure 6: Inflation-Adjusted U.S. Printing and Printing Services Shipments,
Month-by-Month, 2003–2008.......39
Figure 7: Inflation-Adjusted U.S. Printing and Printing Services Shipments,
Month-by-Month, 2005–2008 with Forecast through December 2008.........40
Figure 8: U.S. Printing Shipments, January to August 2003–2008 .....41
Figure 9: The Difference Between Year/Year Commercial Printing Shipments and
GDP, Q1 1994–Q2 2008..............42
Figure 10: $ Billions of Inflation-Adjusted Profits Before Interest & Taxes, 4-qtr
moving total .43
Figure 11: In Terms of Your Revenues at This Location, How Has 2008
Compared To 2007?....45
Figure 12: Do You Expect 2009 Revenues Compared to 2008 to... ...46
Figure 13: What Are the Top Three or Four Issues that Companies Like Yours
Must Face in 2009? .....48
Figure 14: What Areas Are You Emphasizing to Deal with the Slower Economy?
.....50
Figure 15: Who is Gaining and who is Losing Ground?......53
Figure 16: Number of Design Establishments (NAICS 541430), 1998–2006......56
Figure 17: Number of Design Employees (NAICS 541430), 1998–2006 ............57
Figure 18: Annual Design Payroll (NAICS 541430), 1998–2006.........58
Figure 19: Total Design Firm Equipment Capital Expenditures (NAICS 5414),
1999–2006...59
Figure 20: Number of Ad Agency Establishments (NAICS 5418), 1998–2006 ...60
Figure 21: Number of Ad Agency Employees (NAICS 5418), 1998–2006..........61
Figure 22: Annual Ad Agency Payroll (NAICS 5418), 1998–2006 ......62
Figure 23: Total Ad Agency Equipment Capital Expenditures (NAICS 5418),
1999–2006...63
Figure 24: Number of Periodical Publishing Establishments (NAICS 511120),
1998–2006...64
Figure 25: Number of Periodical Publishing Employees (NAICS 511120), 1998–
2006.............65
Figure 26: Annual Periodical Publishing Payroll (NAICS 511120), 1998–2006 ..66
Figure 27: Number of Book Publishing Establishments (NAICS 511130), 1998–
2006.............67
Figure 28: Number of Book Publishing Employees (NAICS 511130), 1998–2006
.....68
Figure 29: Annual Book Publishing Payroll (NAICS 511130), 1998–2006..........69
Figure 30: Number of Newspaper Publishing Establishments (NAICS 511110),
1998–2006...70
Figure 31: Number of Newspaper Publishing Employees (NAICS 511110), 1998–
2006.............71
Figure 32: Annual Newspaper Publishing Payroll (NAICS 511110), 1998–2006
.....72
Figure 33: Total Newspaper, Periodical, and Book Publishing Equipment Capital
Expenditures (NAICS 5411), 1999–2006.....73
Figure 34: Number of Specialized Design Services Establishments (NAICS
5414), 1997–2006........74
Figure 35: Specialized Design Services Receipts ($000) (NAICS 5414), 1997–
2006.............75
Figure 36: Number of Advertising and Related Services Establishments (NAICS
5418), 1997–2006........76
Figure 37: Advertising and Related Services Receipts ($000) (NAICS 5418),
1997–2006...77
Figure 38: Number of Publishing Establishments (NAICS 5411), 1997–2006 ....78
Figure 39: Publishing Receipts ($000) (NAICS 5411), 1997–2006.....79
Figure 40: In 2008, Business Conditions for Our Firm Have Been..., Design Firms
.....80
Figure 41: In 2008, Business Conditions for Our Firm Have Been..., Ad Agencies
.....81
Figure 42: We Expect Business Conditions in 2009 to Be..., Design Firms........82
Figure 43: We Expect Business Conditions in 2009 to Be..., Ad Agencies.........83
Figure 44: Please Identify Any of These Media In Which You Have Worked for
Clients in the Last 6 Months, Design Firms..86
Figure 45: Please Identify Any of These Media In Which You Have Worked for
Clients in the Last 6 Months, Ad Agencies...87
Figure 46: Please Identify Any of These Media which Will Grow in Use in Your
Client Work by More Than 10%, Design Firms............89
Figure 47: Please Identify Any of These Media which Will Grow in Use in Your
Client Work by More Than 10%, Ad Agencies.............90
Figure 48: The Media Mix …99