Contents:

EXECUTIVE SUMMARY -THE U.S. COMMERCIAL PRINTING MARKETS -Market Demographics -Industry Profile -Key Industry Trends -How the Industry (Really) Works -Outlook for the Commercial Printing Business -THE U.S. DESIGN & PRODUCTION MARKET -Market Demographics -Industry Profile -Key Industry Trends -Outlook for the Design and Production Business -THE U.S. PUBLISHING MARKET -Market Demographics -Industry Profile -Key Industry Trends -Outlook for the Publishing Business INTRODUCTION -HOW TO USE THIS REPORT -Printers, Designers, Publishers—and Their Clients -Investors -Vendors -Researchers and Analysts -HOW THIS REPORT IS ORGANIZED -FOR MORE INFORMATION SECTION 1: THE U.S. COMMERCIAL PRINTING MARKETS -MARKET DEMOGRAPHICS -Census Bureau -TWGA Market Demographics -Press Demographics -Equipment and Customers -Prepress Workstations -INDIVIDUAL PRINTING MARKETS -Sizes of Print Businesses -Large Commercial Printers -Book and Magazine Printers -Commercial Printers -Quick Printers -Other Commercial Printing -INDUSTRY PROFILE -Business Conditions -Business Challenges -Sales Opportunities -Planned Investments -Areas of Growth and Decline -KEY INDUSTRY TRENDS -Supply vs. Demand -Media Mix -Fragmented Media Demographics -Changing Requirements of Print Media Buyers -These Forces Are Not Temporary! -Value-Added Services -Digital/Short-Run/Variable-Data Printing -Strategy vs. “Stuff” -Workflow -The Real Competition -HOW THE INDUSTRY (REALLY) WORKS -Most Businesses Are Small Businesses -A Few Customers Dominate a Shop’s Interests -Cashflow Management -Seasonality Plays into Decisions -Sales Personnel Relationships -Estimating Is a Critical Job -Caution and Skepticism about Capital Investments -How the Big-Ticket Purchase Decision Is Made -Distribution Channels -DESTROYING COMMERCIAL PRINTING BUSINESS MYTHS -Overcapacity -Pricing Is Cutthroat -Nobody Makes Any Money in This Business -Printers Don’t Market and They Don’t Plan -OUTLOOK FOR THE COMMERCIAL PRINTING BUSINESS -Sheetfed Offset -Quick Printers -Nonheatset Web -Heatset Web -Book Printers -Prepress Services -TRENDWATCH GUIDANCE FOR PRINTERS, INVESTORS, VENDORS, AND ANALYSTS -Printers -Investors -Vendors -Analysts & Researchers SECTION 2: THE U.S. DESIGN & PRODUCTION MARKET -MARKET DEMOGRAPHICS -Census Bureau -TWGA Markets and Demographics -Creatives and Their Work -INDUSTRY PROFILE -Business Conditions -Business Challenges -Sales Opportunities -Planned Investments -Areas of Growth and Decline -KEY INDUSTRY TRENDS -Client Insourcing -Media Media Media -Audience Fragmentation -Digital Workflow -Oh, Yeah…The Economy -Creatives Buy Print -OUTLOOK FOR THE DESIGN AND PRODUCTION BUSINESS -Ad Agencies -Graphic Designers -Corporate Design Firms -Commercial Photographers -TRENDWATCH GUIDANCE FOR CREATIVES, VENDORS, AND -RESEARCHERS/ANALYSTS -Creatives -Vendors -Researchers/Analysts SECTION 3: THE U.S. PUBLISHING MARKET -MARKET DEMOGRAPHICS -Census Bureau -TWGA Markets and Demographics -INDUSTRY PROFILE -Business Conditions -Business Challenges -Sales Opportunities -Planned Investments -PROJECT AND PRODUCTION TASK CHANGES -Books -Magazines -Catalogs -Print/Production Processes/Tasks -KEY INDUSTRY TRENDS -Business Conditions Improvement -Workflow Complexity Slows—But Doesn’t Impede—Change -Media Mix -Strong Desire to Leverage the Web -Print Production Streamlined to the Bone -OUTLOOK FOR THE PUBLISHING BUSINESS -Magazine Publishers -Catalog Publishers -Book Publishers -TRENDWATCH GUIDANCE FOR PUBLISHERS, VENDORS, AND -RESEARCHERS/ANALYSTS -Publishers -Vendors -Researchers/Analysts APPENDIX: TWGA METHODOLOGY -TRENDWATCH GRAPHIC ARTS TODAY -HISTORIC BACKGROUND -SURVEY DESIGN -Survey Sampling, Incentives and Response Rates -Sampling Strategy -Non-Response Bias -Other Background Research -WHO’S WHO AT TRENDWATCH -TrendWatch Report Editorial and Production TABLE OF FIGURES TABLE OF TABLES