A new report from Mintel has revealed that 43% of clients expect to
increase their spend on contract publishing in the next year.
The findings suggest the contract publishing market will continue to
expand strongly, despite threats of recession. Mintel predicts the
sector will grow 17% year on year to pounds 302m.
Areas earmarked for growth include FMCG, manufacturing, telecoms, local
and central government agencies and IT companies.
Research was conducted among a range of clients, from travel and leisure
through to financial services.
Total marketing budgets ranged from pounds 100,000 up to pounds 8m. Of
the participating clients, on average 23% of their total marketing
budget is spent on contract magazines. This peaked at 50% and fell to 2%
at its lowest.
In 68% of cases, clients said that the role of a customer magazine was
to inform with a view to stimulating additional purchase.