400 Leading Printers for the Marketers Who Love Them
This month, Target Marketing readers will see the “2017 Media Usage Survey,” which shows what marketers are doing and in what channels. A very important channel, print, beguiles marketers endlessly — and the Jan./Feb. cover story shows this year is no exception. So here, Target Marketing is adding to that research by providing readers with a more detailed look at the channel through a study from sister publication, Printing Impressions.
Interest in the print channel’s benchmarks even bleeds into online readership, as PI Editor-in-Chief Mark Michelson notes in his Jan. 3 post listing the PI 400 as the top-read post of 2016. And the study only came out in December.
“Print buyers, marketers, brand managers, industry suppliers, fellow printers, and those within the analyst and private equity communities turned to our 33rd annual ‘Printing Impressions 400’ ranking of the Top 400 printers in the United States and Canada to gauge and validate the overall sales and market segment leaders,” he writes. “As a result, it’s no surprise that our newest and previous rankings proved to be the No. 1 most-viewed editorial assets residing on our PIworld.com website.”
The PI study didn’t list information it couldn’t get from private companies and, in publicly traded printing behemoth RR Donnelley’s case, the research didn’t drill down to information it didn’t have.
“RR Donnelley,” reads the study, “which separated into three publicly held companies in 2016 — would not, or could not, break down [its] annual sales by the various print market specialties that we track (so, [it doesn’t] appear on any of the Top 5 charts).”
Direct Mail Outlook
“Personalized and highly targeted direct mail,” reads the December issue of PI, “remains a strong growth segment for the printing industry, but postal rate hikes remain an ongoing concern.”
As Target Marketing reported, USPS increased First Class stamp prices from 47 to 49 cents on Jan. 22. Other rates rose, as well.
As a result, printers are helping marketers turn their data into a maximized customer reach by creating relevant messaging using marketers’ data. That helps printers prove direct mail’s ROI, PI writes in the December issue.
The top five direct mail printers, according to PI, are:
- IWCO Direct
- SG360°, a Segerdahl Co.
- Data-Mail Inc.
- Freedom Graphic Systems
“When it comes to catalogs and publications,” reads the December issue of PI, “print is still the preferred medium for many consumers who want to experience a tangible connection.”
One of the reasons consumers need to see print catalogs is they drive online sales, PI writes. Marketers are even noticing pure-play e-commerce marketers coming into the channel.
“Wayfair.com, Overstock.com and Bonobos have all started using printed catalogs to help market their brands,” according to the December issue of PI.
At the same time, publications that have been in business for a long time are looking for ways to reduce postage costs, reads PI. One method is using lower-weighted paper stocks.
The top five catalog printers, according to PI, are:
- Arandell Corp.
- Continental Web Press
- Creel Inc.
- Trend Offset Printing
The top five publication printers, according to PI, are:
- Publishers Press
- Transcontinental Inc.
- Trend Offset Printing
- Sheridan Group
What do you think, marketers?
Please respond in the comments section below.