Money Spent for Production and Distribution (Billion Dollars) | |||
| Expenditure | ||
Year | Electronic | Other Forms | |
2010 | $24.0 | 12.5 | 3.6 |
2009 | 30.9 | 12.1 | 4.2 |
2008 | 27.3 |
|
|
2007 | 34.1 |
|
|
2006 | 37.3 |
|
|
2005 | 28.4 |
|
|
2000 | 12.9 |
|
|
Source: Industry Characteristics Study, ContentWise& Custom Content Council, April 2011 |
Custom content publishing is described by the CCC as the combining of marketing ambitions of a company with the information needs of its target audience via the delivery of editorial content (print, digital, or other media) to move the recipient's behavior in a desired direction.
Titles targeting external audiences exceeded those targeting internal audiences at a 4:1 ratio: 79% of print publications targeted external audiences and 21% targeted internal audiences. Of these externally targeted publications, 37% were distributed from B2B companies and 63% from B2C.
Other key printed-content-related findings include:
The average company distributed custom content 404 times annually, more than once a day. In the print sector, the number of unique printed publications per company is 1.7, the same as 2009; frequency per title declined to six times a year and the number of pages per issue rose to an all time high of 29.4. The average circulation per issue also rose to 52,000 copies per issue.
Digital Publishing Annually Frequency | |
Content | Annual Frequency |
Website updates | 142.5 |
Mobile content | 102.2 |
e-mail newsletters | 46.2 |
Podcasts/other audio | 35.3 |
Virtual events | 25.9 |
e-zines | 23.6 |
Branded video | 16.8 |
White papers | 5.2 |
Source: Industry Characteristics Study, ContentWise& Custom Content Council, April 2011 |
The most important: digital forms of content to reach target audiences are:
Forms of Branded Content Used (% of Respondents) | ||
Content | Yes | No |
Website updates | 79% | 21% |
email newsletters | 61 | 39 |
Branded video | 44 | 56 |
RSS feeds | 37 | 63 |
White papers | 30 | 70 |
Virtual events | 30 | 70 |
Podcasts/other audio | 24 | 76 |
Mobile content | 19 | 81 |
e-zines | 18 | 82 |
Source: Industry Characteristics Study, ContentWise& Custom Content Council, April 2011 |
The report summarizes it's conclusions, noting that:
Lori Rosen, Executive Director, Custom Content Council, said "... while print remains the choice for most custom media programs, new media channels are providing more growth opportunities for the custom content industry... "
For additional information from the Custom Content Council, please visit here.