2014 Hot Markets: Packaging, Pharma Head List
Automotive ($2.0T, +6 percent; with $8.4B to print, -6 percent) is No. 9 and shifting in two directions; in forward toward a 16.5 million vehicle year, and in reverse to a drop of $0.6B in print buys.
Total print ad spending will slip below online in the New Year when the reduction of showroom print is included in the mix. ROP and insert print tanked last year as labels, décor, packaging, manuals and digital rollfed OEM (mostly in-plant) raced upward of $4.0B on increased unit production. This trend will continue to 2016 when production levels subside.
Vincent Mallardi, C.M.C., is a the chairman of the Printing Brokerage/Buyers Association International (PBBA) and is a Certified Management Consultant in the paper, printing and converting industries. He is also an adjunct professor in economics. Contact him via email at vince@pbba.org
