Starting into the new year is a good time to have a look at the European print production developments in 2021. For the full revenue data to trickle in we have to wait several months – even for the first countries to report. The full data on Eurostat might be even two years out as Eurostat just about managed to publish 2019 revenues now.
The next best thing is to look at the monthly production index data published by Eurostat. Data is now available until October 2021. The best fitting category in the database is “print and reproduction of media” – with print production making up the lions share in that category. The data is based on the average 2015 volumes as being 100 index points. Starting values in the 90s for 2019 shows that print production volumes already declined before the pandemic hit in early 2020.
Some Facebook posts might stay in your mind but how about the ads found next to them? Are newsbrands more memorable than Facebook or vice versa?
Australian ThinkNewsBrands wanted to find out and commissioned the audience research lab MediaScience to get details on how recall, brand recognition and brand image compare in newspaper versus electronic media. The study included more than 5,350 participants and ran across 42 print runs and 252 websites which together created 6,037 unique brand exposures.
According to the findings, ads in printed newspapers outperform Facebook ads of all types by up to four times. When looking at printed ads, including quarter, half and full-page ads, compared with display, 6, or 15-second Facebook ads, news offers a superior level of unprompted recall.
In the light of distance learning during the pandemic and the move towards digital media in schools there is probably not enough of a discussion on how reading printed books is impacting learning, the joy of reading and consequently the grades. The OECD in sifting through the 2018 PISA study results on school performance published their “21st-Century Readers” report this year, with some interesting findings.
If something is illustrating the current shortage in paper it is the rising costs of recovered paper. The chart shows German recovered paper prices – indexed for 2015 as 100%. China, once the main destination of recovered paper closed their borders for most waste materials in 2018 – which includes most recovered paper. This sent recovered paper prices into a tailspin. The bottom was reached during the first wave of the pandemic in 2020, when everything came to a standstill, at about 20% of the 2015 prices.
In many European countries door drops are a huge alternative to addressed direct mail. The DMA just published their 2021 Annual Door Drop Industry Report for the UK. It might not be a huge surprise that door drop volumes and revenues were dropping in 2020 – after all the pandemic forced many businesses to restrict activity and scale down marketing. Yet a 33.6% drop for 2020 is quite drastic.