September 17, 2014
In those days, it was said that the volume of print was barometer of the culture of the country. As a fact, the printing industry seemed growing up till around 2007.
Graph below compares all industries sales, content market and value of
shipments of printing industry. Large number of industries are facing difficulties
for their sales and profit. And Japanese content businesses are also in
almost same situation, especially as for the traditional contents, like
printed books, magazines, newspapers and even music provided by CDs.
Next graph shows the volume of contents which are provided via communication system or tools, such as Internet with PCs, Smartphones and others. Market size of the channel is growing year by year in the whole content market of Japan. This may be the real barometer of the culture in the present days.
However, companies providing contents via both real channel and telecommunication channel are annoyed, because the sales in the latter channel is less than their expectation.
Value and interests of people's life are in diversification. Not all young people prefer music or films. Some people prefer the time for the communication with friends by SNS than those. Recreation and pastime for people are expanding, especially in the internet or telecommunication channels. Additionally, the price of those provided via internet or communication channels are falling. This is also negative factor for the companies providing contents.
Printing industry is damaged by two factors, one is the change of the content
market from analog to digital, and another is in other industries which
are shifting their marketing method from paper to digital media like the
internet. In addition, client companies basically need less cost and the
digitalization for office documents, are also negative to the industry.
Graph below shows about the traditional content market concerning characters. It doesn't grow anymore without the Internet text software.
It is said that young people dislike reading. For the reason, printed books are not sold well.
However, in the internet, text communication is increasing by e-mail and SNS. It doesn't mean that young people dislike text information, rather they need that. It may not be equal to the needs for current digital books. It seems something new media like mixed text, sounds and movies.
Communication channels and its media from providers to the consumers are shifting to digital. Print media is “Still images”, but the internet advertisement needs “Moving
pictures” more in the future. Printing companies also have to meet such
needs while providing traditional print work.
This report is showing the analysis and information in process of building up hypotheses, and is explaining the progress of Market publications from Brain Research & Marketing, Inc.
Brain Research & Marketing, Inc.
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