Understanding the Educational Book Market

Educational books are a crucial resource in learning. From textbooks to curriculum materials, the educational book market encompasses a wide range of products. Today, we will delve into the significance of the educational book market, explore recent developments/trends, and provide insights into the future trajectory.

The Educational Book Market Consumer Audience

The educational book market primarily consists of resources designed for use in schools, libraries, homeschool settings and other educational environments. It encompasses textbooks, curriculum materials, assessment tools, teacher’s editions and workbooks.

The market is divided into two key segments: K-12 (sometimes called El-Hi) and Higher Education. The K-12 segment focuses on materials tailored for classrooms from Pre-kindergarten through high school. The Higher Education segment focuses on education beyond high school, from college and trade schools on up.听

Manufacturing Standards and Specifications for Textbooks听

Not every printer is set up to cater to the educational book market because of requisite standards for the products as demanded by this market. The Manufacturing Standards and Specifications for Textbooks requires stringent compliance addressing materials, layout and construction which must be met for the product to be deemed acceptable. The standards arose not only out of the environment for the end use of the books, but also out of concern for durability given the typical lifespan of a textbook.

History

The history of the MSST can be traced back to . Colonel E.W. Palmer, who was President of Kingsport Press, started going from state to state, meeting with publishers and state textbook directors to encourage uniform specifications. The Book Manufacturers鈥� Institute revised and approved the first print specifications on Oct. 6, 1939. Those specs were based on what was being used in Texas at the time. BMI worked with the National Association of State Textbook Administrators and the Association of American Publishers to perform tests and develop requirements for K-12 textbooks. The organization shared the impact of decades spent fine-tuning these specifications.

Standards

The MSST is currently maintained by the MSST Committee. It is made up of volunteers from BMI, the State Instructional Materials Review Association and Educational Publishers. BMI provides a 120-page guide to MSST standards .听

Those standards include regulations on things like:听

• Types of binding听
• Quality of adhesives
• What can be printed on the endsheets
• Margins
• How easily the paper tears
• Color of paper (only shades of white)
• Tightbacking (the process by which the spine of the book block is affixed to its case with a strong adhesive so it doesn鈥檛 tear away from the case)
• Gauzing (gauzing is a rigorous cheesecloth material that can be penetrated by adhesive and is used to strengthen the construction of the book)

MSST aims to define quality standards for elementary and secondary school textbooks, ensuring longevity and durability. Although MSST does not dictate manufacturing methods, it sets benchmarks to which manufacturers must comply.

Books subject to the MSST guidelines are hardcover textbooks and non-consumable books. Other educational resources like workbooks and teachers’ editions are not held to these standards.

Importance of the Educational Book Market

The educational book market holds significant importance due to its role in providing essential learning resources to students and educators. Educational books serve as a fundamental pillar of the education system, enabling effective teaching and learning experiences. It鈥檚 also a huge subset of the overall book market, whether measured by revenue/spend or units produced.听

How It鈥檚 Going

According to the Association of American Publishers, overall reached an all-time high of $29.3 billion in 2021. El-Hi and Higher Education were a significant segment of the overall market.听

• The El-Hi category revenue increased 25.3%, from $3.8 billion in 2020 to $4.8 billion in 2021. This notable increase was likely driven by students鈥� return to in-classroom learning following the COVID shutdowns of 2020.听
• Higher Education revenue grew 2.8%, from $3.1 billion in 2020 to $3.2 billion in 2021.
• The pre-COVID numbers from 2019 were also promising, with El-Hi education revenue at $4.4 billion, a 30.7% increase over 2018. Higher education hadn鈥檛 been performing quite as well. The 2019 revenue was $3.3 billion, down 10.3% from 2018.听

Those two categories combined made up a whopping 29.5% in 2019 and 27.4% of revenue for the entire book industry in 2021.

Consumer expenditure on educational books in the United States first surpassed the $10 billion mark in 2016. It stayed fairly steady for several years, then jumped to $12.8 billion in 2021, up from $10.4 billion the previous year.

Disruptions

The educational book market is witnessing significant changes, driven by advancements in technology and evolving consumer preferences. The digital education publishing market in the United States is experiencing substantial growth, projected to have a compound annual growth rate (CAGR) of from 2020 to 2025. 鈥�,鈥� which surveyed 261 people about the collections of their academic libraries, found that 84.6% of survey respondents include eBooks and digital audiobooks in their collections. Roughly 90% reported having added new digital resources to their library in the past two years.听

Audiobooks have on educational books. According to IBISWorld鈥檚 Industry Report from April 2022, 鈥渟ome classrooms have turned to audiobooks, not to entirely replace traditional books, but to serve as an aid for kids who are still learning how to read as it can help them understand how words are supposed to sound and also engage them more with the reading.鈥� Audiobooks have been growing in the general book market. They made up 8% of sales in 2020, increased to 10.4% in 2021, and again to 11.3% of sales in 2022. According to OverDrive, audiobooks account for of digital book formats consumed on their classroom-focused Sora app.听

Another potential disruptor in the higher education book market is open-source educational content. Open Education Resource platforms are still a small movement, but BMI鈥檚 reports OER has had some recent successes. John McMurry, author of the best-selling McMurry Organic Chemistry text, recently to OpenStax. OER platforms work by offering open-source materials, like textbooks, free online. Oftentimes, they鈥檒l also provide the option to purchase a physical copy at a price significantly lower than traditional textbook sales price points.听

Even with the rise of digital resources, print remains a significant part of the educational book market. Repeated studies show print is more effective for learning and retention. Data technology company Broadband Now reports that don鈥檛 have access to broadband internet, meaning digital content can鈥檛 reach the entire audience, while a physical book can reach everyone.

Evolving Trends and Future Outlook

Educational book publishers are embracing digital printing. Digital print 鈥� as opposed to offset printing 鈥� lends itself to shorter book runs. The higher education book market has the potential to make the most of this method with customized textbooks. IBISWorld wrote, 鈥済iven that the majority of college and university professors have authority over curriculum and modify it regularly between semesters, publishers could provide customization options that could not only help educators tailor textbooks to courses but also limit the secondary market,鈥� which includes textbook rental and resale.听

Another boon to the educational book market is the increase in college enrollment, which IBISWorld wrote is expected to increase at an annualized rate of 0.2%. More college students means more demand for higher education textbooks and supporting material.听

As for the El-Hi educational book market, there鈥檚 good news there, too. Public funding is over the next several years. A bigger budget means districts are able to purchase more needed textbooks for their students.

Conclusion

The educational book market continues to thrive as a crucial component of the education system. With the advent of digital technologies and the emergence of alternative content sources, the market is evolving rapidly. Publishers are adapting to these changes by incorporating digital solutions and exploring new business models. As we move forward, the educational book market is poised for further growth and transformation, enabling students and educators to access high-quality learning resources in various formats. As for print, we know it will stick around, and publishers will find new ways for print and digital to work in tandem.听

Let’s Talk

Want to know more about how 色情论坛 can help you serve the educational book market? Let鈥檚 talk!听

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On Aug. 10, the USPS filed a notice with the Postal Regulatory Commission (PRC) regarding temporary price adjustments for the upcoming peak holiday season.

In the past, the Postal Service鈥檚 peak holiday season has occurred between the dates of Oct. 3 and Dec. 26, but this recent filing marked Oct. 2, 2022, through Jan. 22, 2023, as the peak holiday season.

Pending approval through the PRC, this seasonal pricing increase is planned to end on the date the Postmaster General previously earmarked for the next postal pricing increase. This means pricing for postage through the USPS may decrease a bit following the holiday bump, but the USPS is not planning for postage pricing to return to the current rate at any time following Oct. 2, 2022.

This increase is another aspect of the Postal Service鈥檚 10-year plan, . By leaving behind their historically recognized low rates, the USPS is working to compete with companies like UPS, FedEx and DHL through rate increases like these for commercial and retail customers.

The planned peak-season pricing, which was approved by the Governors of the Postal Service on Aug. 9, would affect prices on the following commercial and retail domestic competitive parcels: Priority Mail Express (PME), Priority Mail (PM), First-Class Package Service (FCPS), Parcel Select and USPS Retail Ground. International products would be unaffected. Pending favorable review by the PRC, the temporary rates would go into effect at 12 a.m. Central on Oct. 2 and remain in place until 12 a.m. Central on Jan. 22, 2023.

For methods to manage rising prices in your marketing mail, read our recent blog,听4 Ways to Deal with USPS鈥� New Postage Rate Increases.

色情论坛 continues to seek and share the latest and greatest postal information to help our customers through any changes. When any plans become concrete, 色情论坛 will be sure to share announcements.

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Share Human Stories through Brand Ambassadors

Right now, nothing bridges the gap between company and consumer like real, human stories.

鈥淢ake sure your brand has a story with a human touch,鈥� Randy Soderman of Soderman SEO . 鈥淪howing why customers need your product or service is not enough, you have to connect with them on a deeper level 鈥� and that鈥檚 where storytelling comes in. What鈥檚 the story behind the brand? Why does it exist? When your brand has a proper story behind it, you鈥檒l win the loyalty of consumers and that鈥檚 priceless.鈥�

Culture is moving away from overly edited, unnamed models holding or wearing products in front of a studio backdrop. Today鈥檚 consumer wants to see brand ambassadors. Your next catalog could showcase a star employee, a loyal customer or an influencer who loves your company and products. , they share the only way to gain brand trust is by getting real. Younger generations 鈥渁re relentless and obsessive in their quest for authenticity. They want 鈥�,鈥� not 鈥榩erfect and packaged.鈥欌�� Engaging imagery of real people utilizing your product in realistic settings will speak to the believability of your brand.

When readers page through your catalog, they are making social comparisons between themselves and the people you feature. The ideal candidate for a brand ambassador is someone inspiring yet grounded, so readers can place themselves in the position of your ambassador easily and imagine themselves as co-creators in your company. Put simply, .

Communicate Authenticity with Print

An authentic catalog communicates thoughtful intention that rises above the digital clutter of emails and ads.

Receiving a quality catalog in the mail elicits a response similar to hearing a real person answer the phone when you call the bank. A second of awe followed by the comfort of knowing someone took intentional time out of their day for you. These tangible interactions serve to remind consumers that humans are behind every business. This connection builds trust, and trust is the foundation of a loyal customer base.

Concerning your catalog鈥檚 design, printing and binding, 色情论坛鈥檚 85 years of experience means we know quality is in the details.

Start creating catalogs that celebrate the story of your brand with 色情论坛.

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The layered combination of labor shortages related to intense competition for workers, Covid infections and the associated quarantining, steep increases in almost all products associated with producing printed pieces, truck-driver shortages, extreme congestion at shipping ports and more are resulting in expanded lead times, increased costs, material shortages, delivery delays and many other issues. Paper mills, printers, customers and the transport services between them are all feeling the pressure of the current paper supply landscape.

All of this means planning print projects and paper needs far in advance is the key to success, now more than ever. And print managers with well-defined project schedules are finding themselves in enviable positions given their longer range of planning foresight.

Impact on Paper Mills

The new era of the Great Resignation signifies there will be no swift end to labor disputes and shortages impacting paper supply and demand. Some paper mills are facing ongoing labor disputes on a large enough scale to halt production of various paper grades. These kinds of disruptions have affected several domestic printers reliant upon those mills embroiled in labor disputes for substantial portions of their materials supply.

Around 2015, the demand for paper in the U.S. declined due to the movement toward web-based publications, other digital alternatives to print and increased distribution costs including postage. Within the last few years, this shift caused several paper mills and vendors to rethink their business strategy, product offerings and target markets. Some mills converted their equipment to produce packaging materials to meet shipping demands for online retailers. After demand for packaging skyrocketed in 2020 (remember all those deliveries to your front door from online sources?), the mills, which previously converted some machines to produce corrugate and other packaging materials, experienced robust demand and increased profitability for their products. As these types of conversions require substantial investments, the likelihood of reversing those changes is very unlikely.

Additionally, the mills which chose to close or curtail operations at some of their locations or stop production on paper making machines are unlikely to reopen or restart those machines. History tells us periods of shortages like we are experiencing now will eventually subside. If a mill or a paper machine was not profitable prior to the pandemic, it is unlikely it would have a different outcome once things return to a more normal environment. We are all trying to figure out what the new normal environment will look like, aren鈥檛 we?

The aftershock from last year鈥檚 spike in lumber costs remains evident as mills are year-over-year for paper products. 听Prices continue to rise for raw materials like pulp and chemicals for mills, causing increased prices and tight markets for all paper types.

With such high demand for all paper and pulp products, no mill should be hurting for business. However, Resolute Forest Products, which mainly produces uncoated groundwood products, producing Resolute Connect, an uncoated offset grade. In announcing the discontinuation of the pulp and paper operations at the Calhoun, Tennessee mill, Resolute cited unsustainable, ongoing losses.听The timing seemed unusual given that mills are presently selling every pound of paper they can produce and the current pricing for all grades is extremely high.听The closing of this machine took approximately 149,000 annual tons of uncoated offset off the market, causing uncoated freesheet to be the most difficult product to source currently.

Impact on The Customer

色情论坛鈥檚 vendors and purchasing groups are diligently working around the clock to procure the materials needed to produce the products our customers need. To make sure you get the paper you need for your next publication, here are some helpful tips:

• Plan ahead. Contacting your printer as early as possible will help us to best align you with your preferred paper type and delivery date.
• Communicate with your representative and CSR to confirm your print order.
• Verify your schedules for printing, bindery, co-mail and in-home dates.
• Get pre-press artwork sent to our plant as early as possible. This flexibility may allow us to get your project on press earlier to meet your schedules.
• Be flexible with your paper selection. Communicate with us to ensure your preferred paper grade is available and discuss acceptable alternatives for paper stock.
• We expect paper prices are likely to continue to increase through the end of the calendar year, so communicate with your team to plan for final costs to be higher than initial quoted costs as printers cannot offer firm cost quotes until our mills ship paper orders.

Impact on Printers

Worldwide labor shortages, transportation delays, and logistical difficulties are stressing the ability of mills to provide enough paper to printers. With fewer mills in operation, the market for sourcing specific paper grades is arduous at best. With demand so incredibly high, mills have gone from producing for inventory stores to produce for shipment, with no excess available to put away for the proverbial rainy day.

The market conditions have resulted in mills establishing monthly paper tonnage allocations based on historical purchases as well as other factors and communicate those allocations to customers.听Each mill has different formulas they use, but their ideal outcome is to maximize their sales and to satisfy as many customers as possible. Next, they establish dates when customers may place orders for each specific monthly production run.听They typically set these dates two to three months out.

色情论坛鈥檚 Commitment

We place our paper orders strategically in order to receive the maximum supply from each manufacturer鈥檚 allocation. We are sourcing paper types from multiple mills to try to fill our customers鈥� needs. Since the allocations from mills are based on previous buying history, we are filling the demand first for our loyal customers. Those remaining to be filled are being actively worked to determine if we can substitute for other weights, sizes or grades of paper. Lead times for most grades are currently in the 12 鈥� 16-week range.

As many printers are experiencing roadblocks such as rationed or canceled orders from paper mills, the strong relationships built between 色情论坛 and our paper manufacturers are precisely why we have been fortunate enough to receive a spot at the table with our partners during these unprecedented market conditions.

If you have any questions or concerns the number one thing you can do is talk to your printer as soon as possible. As with many things in this pandemic, different factors in the paper industry are changing day to day, so don鈥檛 hold off on reaching out.

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Trust and Digital Fatigue Keep Print Alive

Consumers perceive traditional media channels as more trustworthy than online media. Simply put, people trust print more than most other sources. With the worry of fake news and how quickly things are posted and shared online, people find it harder to trust what they read digitally. In done by Two Sides, they discovered print magazines are rated as the single most trusted news source. A separate survey found of respondents favored print. Understandably, believed reading news in print gave them a deeper understanding of a story.

One of the main reasons people feel they can trust print is it is demonstrably more memorable. Research shows that reading/seeing a printed message increases recall. This has much to do with the tangibility of paper products: you hold them and turn the pages. For generations not born into the internet age, it is easier to trust print since it is how they traditionally got news; we trust what is most familiar.

Some have speculated Gen Z and later generations will not have this 鈥渋nstinct鈥� to trust print over digital and hypothesize this will lead to a decline in print. However, studies don鈥檛 support this projection. In fact, Gen Z still spends about an hour every week reading magazines. Added to this, a study found find it easier to read print over digital, and say they believe their peers would benefit from unplugging more. It seems digital fatigue is affecting all generations.

Print Can鈥檛 Die if Print Ads Don鈥檛

Another primary reason print magazines won鈥檛 die is print advertising would have to die first. Many digital communications are not just seen as untrustworthy but are . Did you know of consumers say they ignore online ads? More than 50% of people admit they actively try to avoid online ads at all costs, with online pop-up ads being the most disliked form of advertising. Many adults don鈥檛 trust advertising, was seen as the most trustworthy medium. Even more telling, say they trust print ads in magazines, and when making purchasing decisions, consumers trust print advertisements than they trust search engine ads.

When making a purchase decision, nearly say they prefer print marketing. Additionally, almost will act on direct mail immediately. When comparing direct mail marketing to email marketing, direct mail marketing has a open rate. Subsequently, overall often have a better ROI than digital ads: readers generally pay attention to printed items more, and they remember them for a longer period of time.

. . .

Given the rise of digital fatigue and internet trolls, print magazines are showing just as much promise as ever. There is plenty of evidence to dispute the claim that 鈥淧rint is Dead.” With Gen Z looking like a promising new generation of print consumers, and the overall population trusting print more than any other media, print seems safe. We won鈥檛 be running out of advertisers anytime soon, given the proven draw of the printed word. Why not start a conversation with us about how you can capitalize on your print needs today.

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Also known as SMS marketing, marketing text messages often advertise a sale or limited-time offer for consumer products. Some of them read as spam messages 鈥� and some actually are.

Unlike marketing emails 鈥� many of which often are never opened, let alone read 鈥� is opened within a few minutes of receiving it. Given this accessibility, it can be a great tool to reach your audience, especially with time-sensitive information.

One of the reasons SMS is such a beneficial channel for marketers is because it’s a non-traditional one. Advertisers face a lot of competition in traditional marketing channels. Imagine an interstate highway crowded with billboards or a website with a barrage of pop-up ads. It鈥檚 easy for advertising messages to get lost in that noise. In contrast, text message marketing is like having the only billboard on the road or the only banner ad on the web page. There鈥檚 a lot less pressure and a lower chance that your messages will get lost in the noise.

Text marketing can be as simple as short updates sent every so often, while others are sophisticated back-and-forth exchanges based on keywords. No matter the scope, all campaigns require an investment in a text message marketing service or platform to get your message out.

This form of marketing is most often used to drive sales through creating urgency. But they can also be beneficial tools for publishers and associations to engage their members, subscribers or even prospects. When used effectively, SMS marketing is well worth the time and money.

. . .

Here are a few ways you can utilize text marketing outside of sales:

• News updates or quarterly reports
• Quick feedback from your subscribers
• Promoting upcoming live events
• Updates on new content or products

The mechanics of text marketing depends on the magnitude of your efforts. For example, on the simpler side of things, an industry association could send users periodic news updates or crowdsource questions for their webinar or podcast.

In contrast, a pet magazine could text weekly tips (along with cute photos) for specific pets that drive website traffic. This platform could also have a service to answer frequently asked pet-related questions with preset answers that are triggered based on particular keywords.

Ultimately, the breadth and depth of your text message marketing depend on the audience, your relationship with them and the value you provide. While it鈥檚 not for every publishing company or association, text marketing can be a very effective medium to engage your audience.

Before investing in text marketing, here are a few things to think about:

Relevance 鈥� Text messaging is a highly personal platform. As such, irrelevant content that misses the mark could damage your relationship with subscribers. That is why it is essential to first make sure there鈥檚 demand for your platform to engage them on this medium. If you have distinct audiences, it is critical to adjust and personalize your messaging as much as possible.

Transparency 鈥� Be clear in explaining why you鈥檙e sending these messages. If your audience doesn鈥檛 trust or understand them, they will opt out. 听Transparency also helps reduce the chance your messages will be interpreted as spam. Identify yourself, your organization and explain the purpose of your messages. Appearing as spam will not only make your customer opt out, but it will harm your brand overall.

Provide Value 鈥� This should go without saying, but it鈥檚 too important not to emphasize. As an unconventional touchpoint with your audience, a conventional marketing strategy doesn鈥檛 play. The clearest value propositions are sales or special offers but depending on your organization, you can also provide value through other means such as information or timely updates.

. . .

Like any other marketing medium, thinking outside the box about your offerings will bring the best results. But don鈥檛 lose sight of your core message and brand. Your text marketing should be relevant, transparent and provide value. By keeping these elements in mind as you construct your SMS strategy, your organization can build stronger relationships with your subscribers 鈥� to benefit your brand and bottom line.

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Print is an important offering that can forge strong relationships with your audience. At the same time, it has a cost that can be a hurdle for a new publication with an unproven audience.

That鈥檚 where reverse publishing can help media organizations build up to a successful print launch. In a general sense, reverse publishing relies on ensuring audience demand with digital platforms before pursuing a print product. It can involve a brand-new publication seeking to organically build a following before launching a print product or an established platform making forays into a new niche. The main benefit of a digital-to-print strategy requires less upfront capital than the conventional model.

One recent example is , launched by Meredith this spring. The print publication is a companion to , which was established last year as a digital brand publishing high-quality pet-care content. The platforms capitalize on the growing popularity of pet ownership and pet pampering in the U.S. own at least one kind of pet, and spending on pets will reach this year, up nearly 10% from two years ago.

鈥淧aw Print is a clear progression toward serving Meredith鈥檚 pet consumers with desired content in a print product,鈥� George Baer III, VP, Managing Director of Foundry 360 @ Meredith, told FIPP.

. . .

Three steps to succeed with reverse publishing

Reverse publishing will look slightly different in each instance. But there are three general steps that all entities employing the model take.

1. Find your footing with web traffic

Reverse publishing succeeds when brands have established digital audiences that will become an immediate group of print subscribers. Your web traffic is the best tool to understand this audience. Go beyond the big picture to focus on the data behind your content 鈥� both to understand what there鈥檚 demand for and to determine the potential for investment in additional mediums. This analysis should involve not only looking at your overall website traffic, but also the traffic to individual stories. Is the successful content suited to a digital medium, or is it best in print? If not, how would it have to change 鈥� and would your audience support that change?

2. Build a social media following

It doesn鈥檛 matter how awesome your content is if no one notices it, and that won鈥檛 help you make a case for investing in a print product. That鈥檚 why it鈥檚 valuable to have a strong social media presence. The spends several hours each day on social media. Meet them where they are, and they may follow you to new mediums. Social media pages are a great way to build support and anticipation for your print launch. Furthermore, they are a great place to gather feedback on the types of content your followers want.

3. Find a balance between print and digital in your content strategy

Once the statistical and social media support is there, it鈥檚 important to outline the relationship between your print and digital platforms and stick to it. Bonus points for transparency in telling your readers what you hope to accomplish on each. There is some overlap, but oftentimes print and digital audiences are mostly distinct. Thus, your content strategy must evolve to incorporate your print publication. Consider less time-sensitive quick hit stories in favor of more long-form content, graphics and striking photography that benefit from being in print 鈥� and is something your audience will keep and pick up again.

. . .

Print and digital succeed when they work in tandem with one another. While print is increasingly viewed as a place to showcase the best content you have, digital platforms are important to build your audience and have engage them on a regular basis. A print product can not only support your current audience but also help you expand into new circles.

The reverse publishing model is one way to make your investment in print a safe and secure win.

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Despite some notable exits, the print catalog remains a critical sales touchpoint for many companies. But that doesn鈥檛 mean that a catalog from 2001 will work in 2021.

While catalogs are still valuable sales tools, their function in the purchasing funnel is different. Purchasing habits have changed drastically in the past few years 鈥� trends exacerbated by the effects of the pandemic. No longer are catalogs a one-stop sales document. E-commerce has never been more popular across many B2B and B2C segments. As such, most catalogs no longer function entirely as product listings, but they are still an important touch point.

These days, successful catalogs are experiential. They immerse the audience in the brand鈥檚 story. Print catalogs are an intimate way to articulate your brand values and engage users without distraction.

Whether your brand is decades old or just getting established, make sure your catalog supports several levels of the sales funnel with these considerations.

• Provide an experience. What does it mean to create an experience with your catalog? On the most basic level, it means having something different than your website. Go beyond product descriptions. Use creative writing and photography to bring your audience in. Better yet, crowdsource photography from your audience to form an experience that transcends the physical product. Overall, the goal is to create an experience that helps your audience envision themselves as customers. Providing an experience begins with the cover. Set the tone with a striking cover photo or get creative with embossing or hot foil. No matter what you choose for your cover, the content has to build on that experience on every page.
• Tell a story. Storytelling is an inherent element to providing your readers with an experience. Your customers may love your catalog. But chances are they aren鈥檛 making purchases directly from it. It鈥檚 still important that your product lines drive the publication, and equally important is the story you鈥檙e telling about your brand as a whole. From photography and page design to product descriptions and even the physical catalog itself, every element articulates something about your brand. Take control of that story. Carefully consider how these individual elements interact with one another to create a cohesive story. Part of telling a better story may even be breaking out your catalog into separate, more focused catalogs. This would allow for more focused stories that better engage your audience segments.
• Evoke emotion. Print catalogs are an intimate way to connect with your customers, especially in comparison to digital marketing channels. Studies show that readers remember and retain more from print. But what are they going to feel after reading your catalog? If it鈥檚 a monotonous experience, not much. Use your catalog to create a feeling related to your brand and its products. Construct your catalog to evoke a specific emotion related to your offerings. Appeal to your audience鈥檚 feelings to help them envision themselves as your customer. It isn鈥檛 just about pushing towards an immediate purchase, either. It鈥檚 also valuable to cultivate a positive feeling around your brand that builds over time.
• Make it multichannel. While it鈥檚 important for your catalog to go beyond just what鈥檚 on your website, it shouldn鈥檛 be entirely distinct from the experience they have on your website or social media pages. If the brand identity developed by your catalog is at odds with your website, it can possibly do more harm than good. All of your marketing materials, print and otherwise, should be interconnected. Think of your print catalog as part of a larger conversation between your marketing materials and the customer. Help them navigate these channels and move closer to the moment of purchase.
• Create urgency. Without pop-up windows, catalogs often offer a better user experience than websites. In this same sense, it can be more difficult to create urgency within a catalog. The goal is to find a balance between developing your brand and pushing the audience towards a purchase. Using Inserts or tip-ins with special offers can do just that. But urgency isn鈥檛 just about pushing towards a purchase, it鈥檚 also about getting customers to your website to continue engaging your brand. Make it easy for them to get there. Include your website and even social media handles as a footer on every page and even in product copy. Get creative and create urgency by breaking the conventional catalog mold.

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Our conversation with Mr. Magazine ranged from how publishers can build better business models to account for declining ad revenue, to the booming trend of bookazines, in-depth special edition magazines on a single topic, and beyond. The following conversation has been edited for content and clarity.

The historical moment we鈥檙e currently living in is changing the world around us. What will the magazine industry look like in the next five to ten years?

There are only two people who can tell you the future: God and a fool. I don鈥檛 pretend to be God, and I hope I鈥檓 not a fool. Who knows what the future will be? Throughout recent history, we have seen a lot of events that have impacted the magazine industry, but nothing like the COVID-19 pandemic. Stores shut down, bookstores and newsstands disappeared 鈥� all the vehicles that magazines depend on to reach their audience disappeared with the exception of the post office. That鈥檚 one reason why subscriptions have seen a hike of anywhere from 15% to 30%. It鈥檚 also because these days people are bombarded by information but have less understanding, so they want somebody to explain, to curate, to vet, to provide a trustworthy conversation with them.

Advertisers also vanished. It was a double whammy. That鈥檚 why we鈥檝e seen a shift in terms of the business model. A magazine that has been published for 20 years like O, The Oprah Magazine, changed its circulation to quarterly with a cover price of $15.99. This is more than what you paid to get 12 issues when it was a monthly magazine. Magazines are going to focus much more on their audience and get away from the business of selling the audience to the advertiser. And instead, they will get back to selling content to the audience. But if magazines are only in the content-providing business, we鈥檙e dead, because there鈥檚 so much content out there. To survive, it must be an experience-making business that feels like an exchange between trusted friends.

Do you think the shift towards relying more on consumer revenue than advertising revenue is the new reality for magazines, or is advertising just facing short-term, pandemic-related challenges?

I wish I could say it鈥檚 something that sticks. We鈥檙e seeing it implemented more than ever before. But I recall back during the 2008 recession, magazine executives were saying we have to change the business model and be in the business of circulation and depending more on the consumer. Then the minute the economy started picking up, they went back to their old ways. But this time because of the magnitude of the impact I think it will be different, and because there are so many other outlets for advertisers like emails and text messaging. Advertisers know how to reach their customers; they don鈥檛 need a third party to sell their stuff.

There鈥檚 a major change taking place, and whether it shifts to bookazines or quarterly magazines, there is less dependence on advertisers and more dependence on people reaching into their pockets and spending up to $15 for a magazine. So, the content of the magazine better be experience-making content that is timely yet timeless 鈥� it鈥檚 not going to make a difference whether I read the magazine today, tomorrow or next month. That鈥檚 where we鈥檙e going to be seeing the big change; magazines are going to be the only non-disposable media platform.

Are bookazines the future of magazines, or just a trend?

From a content point of view maybe, but there is still a need for that continuous relationship with the audience. Magazines are love affairs and long-lasting relationships; people want that trusted friend more. Magazines are the original influencers. People used to say, 鈥淚 saw this in Life Magazine,鈥� or 鈥淚 read this in Better Homes and Gardens.鈥� It was the brand that carried that influence, and we need that. While bookazines are flooding the market, what鈥檚 helping us is that we鈥檙e learning that people are willing to pay for good content that they are interested in. So, there鈥檚 nothing wrong with me launching a quarterly mountain bike magazine like , for example, which just came out with a cover price of $8. Niche publications like these are numerous, but they have the same goal in mind: I鈥檓 providing you with curated, vetted and trusted content, but you have to pay for it.

What would you tell a publisher considering a magazine launch in 2021?

When you look at history, some of the best magazines in this country launched during bad times and became popular after them. Whether it鈥檚 or , they came following something major that happened. It will take you at least one to two years to establish the magazine, and it鈥檚 much better to do it when times are not good, because when the times change and become better, then your magazine is already established. That鈥檚 why we鈥檙e seeing so many new titles these days, including over 30 so far this year.

Is there anything you wish magazine publishers would do differently?

They have to accept the fact that print is here to stay, but also that print is changing; you can鈥檛 do the same magazine you did 10 years ago. There鈥檚 no problem with print because study after study shows us that people comprehend more, engage more and remember more with a printed product than digital. We don鈥檛 have a print problem; we have a business problem.

Some magazine media outlets are launching new ways to generate revenue, such as doing all kinds of membership deals that go beyond just getting a subscription to a magazine. The smart publishers are finding new ways to create revenue, but they are still using print as the base. Look at , they have a television program, podcasts and bookazines. But no matter what, the printed weekly edition is going to be with us so long as there is Us. I鈥檝e never given up on print; I鈥檝e given up on the traditional business model.

What role should print companies play in supporting magazine customers?

Education is very important. 听If magazines see that print is the only non-disposal media we have now, they will realize that you can鈥檛 print it on tissue paper. You have to be very creative with the printing, and in terms of ensuring that when you get that magazine you鈥檙e paying $15 for, it better feel worth that amount of money. There are so many different ways we can print today, especially now with digital printing. I鈥檓 getting some magazines they print only 500 of, but they are collectable or collectibles. Some even have hardcovers. Printers should think out of the box, and they should think they are creating a luxury item. There is no such thing as a disposable item because the price is over $10. It鈥檚 not about cutting costs when it comes to printing, and that鈥檚 where the education has to play a role. You are in the business of creating a collectible item.

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The pandemic has presented challenges for all industries to varying degrees. But book publishing, an industry that faced challenges in the years before COVID-19, had a banner year from a sales standpoint.

According to , book publishing had its largest sales figures in a decade.

To add to the rosy outlook, industry experts project book publishing to grow 2% over the next five years. The outlook for book publishing is brighter than it has been in recent memory, and not just because of the pandemic.

The forecast is so positive that Penguin Random House CEO Markus Dohle told the Atlantic Council we鈥檙e in . In the interview, Dohle claims that 鈥渂ooks are seeing their biggest renaissance since Johannes Gutenberg invented the printing press.鈥�

Dohle鈥檚 positive projection is backed up by the numbers.

As notes, sales of print books saw 8.2% year-over-year growth in 2020. The young adult segment was strong, growing 23% in non-fiction and 11% in fiction. Titles from these segments occupied more than half of the titles on the top-10 sellers list. Adult nonfiction books grew 4.8% year-over-year led by Random House鈥檚 publishing Barrack Obama鈥檚 memoir, A Promised Land. The first of two volumes from the former president sold nearly 2.6 million copies in 2020.

Other political titles that were top sellers included Sean Hannity鈥檚 Life Free or Die and Mary Trump鈥檚 Too Much and Never Enough.

But the success of the book segments goes beyond political turbulence.

Dohle cites social distancing and digital fatigue as key factors behind the success of book sales. With people forced to stay home, books provide some much-needed escapism from the stress of the current moment, in a way similar to magazines.

Furthermore, books provide a chance to deal with digital fatigue, get away from screens and read without a barrage of notifications. Our lives and interactions have never been more mediated through screens. As such, the experience of reading a print book is an increasingly novel and unique experience.

In this sense, E-books and audio book sales aren鈥檛 a concern for Dohle. While they continue to nibble into the print market, they can鈥檛 provide the same experience as print.

Dohle also sees other forms of media contributing towards the increasing popularity of books. The saturation of untrustworthy news outlets, particularly on social media, and the proliferation of this content has led towards people seeking the more factual 鈥渄eep dive鈥� that books provide.

The pandemic and its effects played a key role in boosting book sales. At the same time, longer trends like social media have also helped books rebound.

While the book outlook is encouraging, challenges remain.

There has never been a larger group of literate readers. But the money spent on is in decline. Americans in 2019 spent 33 times more on 鈥渘ontext diversions鈥� such as television and Netflix than they did on books and recreational reading.

While the industry faces familiar challenges, there is something to be said about how the segment has succeeded throughout the pandemic.

Is it the best time for books in almost 600 years?

Time will tell.

But the segment鈥檚 recent success paints an undoubtedly rosy picture of potentially historic proportions.

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