Hot Markets for 2007 — Prepare for Growth

Hospitals and non-hospital care ($2.8B to print, 0 percent) will level print promotional and utility spends after a big jump in ’06. This sector is apprehensive of universal healthcare mandates, and will try to stay in front of it through demographic positioning and public relations blitzes.

The ground is sagging in Number 4-ranked real estate ($2.1T; +10 percent; with $12.3B to print, +4 percent) as housing prices buckle. Residential/new single housing ($3.0B to print, +7 percent) construction is slowing with record-high inventories. However, home builders like Lennar Corp. (+20 percent) in hot geographies are holding up well. Residential resale ($2.9B to print, 0 percent) is leveling at 9 million units, but at 2 percent lower prices. Cold-web and digital color promotional print will build, followed by large-format screen, digital and sheetfed litho for outdoor advertising and signage.