What a Difference a Point Makes — Printing Shipments Part II

What is the reason for this change in seasonality of printing shipments? It’s quite simple, or at least the hypothesis is simple. Print’s product mix is changing, and it’s primarily the change in printing purchased by retailers that has affected the seasonal pattern. Just this past week or so, there have been many reports about the decline in newspaper circulation. These declines are even in Sunday circulation, which had been steadier circulation than the other days of the week. Declining Sunday circulation means that there are declines in the number of newspaper inserts needed. The rise in direct mail, though a boon to some, is a sign of the rise of e-commerce, resulting in many catalogers have reducing frequency and page counts of their editions, in favor of direct mail promotions. The result is less printing of one type, more of another, and it nets out to an overall loss in volume.