Media: Mintel predicts contract boom

A new report from Mintel has revealed that 43% of clients expect to increase their spend on contract publishing in the next year.

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.



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