Corporate publishing appears in a completely new light after this study, also with regard to the volumes. 780 million copies are generated per publication cycle - 640 million in the B-to-B and 140 million copies in the B-to-C sectors. These figures correspond to an annual print volume of 3.1 billion copies for quarterly publication cycles alone.

This market still offers many opportunities for service providers: just 25 percent of B-to-C and 15 percent of B-to-B magazines come into being with the support of specialists who can also provide editing and project management alongside layout and graphics. A quarter of the companies have recognised this deficit, according to the study. Every fourth company therefore wishes to collaborate more closely with service providers in future.

New budgets for digital media
“The corporate publishing market is still being underestimated", confirms Professor Kurt Weichler of the Gelsenkirchen University of Applied Sciences. Weichler is one of the EICP'S institute advisors, together with Ivo Hajnal of the University of Innsbruck, Prof. Norbert Winistörfer of the North-west Switzerland University of Applied Sciences and Prof. Helmut Schneider of the Steinbeis University in Berlin. Together they prepared the study.

"The fundamental study confirms that corporate publishing is one of the most important communication disciplines today", concludes Clemens Koob, Managing Director of Zehnvier. Zehnvier oversaw the study on behalf of the EICP. Koob estimates the investment volume for B-to-C and B-to-B magazines alone at some 2.2 billion Euros.

The print sector remains important: 77 percent of companies continue to place their trust mainly in printed publications. Helmut Schneider, Professor at the Steinbeis University in Berlin, finds it "interesting that the shift of budget in corporate publishing from the classic print medium to new media is only relevant for 23 percent of companies". Most of those questioned are therefore entering the digital era not by shifting but by adding to their budgets - print remains to a large extent untouched.

Trend: Community and individualisation
The trend of adapting CP products more and more to customers is confirmed by the study just as much as the community idea. Almost every third company wishes to respond to their respective target groups even more specifically. The marketing potential of company media remains largely unrecognised. Only very few use it to promote sales processes.

The results of the study are based on 305 individual interviews with decision-makers about corporate publishing. The universal set consists of companies in the German-speaking countries with more than 250 employees.

The published study is the first part of a multi-stage concept: part two is to follow in 2009 after analysis of the customer magazine market. It will then concentrate on employee communication, corporate books and business reports. The complete study is exclusively available to companies who are FCP members. It permits, for example, predictions to be made about CP markets in individual countries.
Bron: persbericht