As it does every quarter, the Institut de Développement et d’Expertise du Plurimédia (IDEP) provides us with a quantitative map of the state of health of the printing industry. This is an opportunity to present the evolution of the sector and the challenges facing printers.
2017 saw a decline in print production across all sectors. The details of this mapping confirm a trend that has been underway for some years now.

Some global indicators

There was an overall drop of 2.4% in print production in 2017 compared with 2016. While this trend was not widespread throughout the year, it should be noted that the presidential elections in May 2017 and the subsequent legislative elections helped to stabilise a decline that could have been more severe.

By way of illustration, while in February 2017, the printing sector suffered a dizzying 7% fall in production, it recorded an increase of around 3% in May. Only to fall by a further 5% in September.

The sector bearing the brunt of this decline is printed advertising (addressed and unaddressed). Declines of 5% and 4.1% respectively were recorded for 2017.

If production is falling, this is also being felt in invoicing figures, which are down by 2% over the year.

Fears for printers

This continuing decline is a source of growing concern for printers. The barometer compiled by IDEP points first and foremost to fears about the order book. As many as 53% of the printers questioned expressed fears about this figure.

This is followed by concerns about cash flow, particularly given that this is a major reason why some businesses are closing.

Changes in sales prices, fears of an increase in the purchase price of raw materials, difficulties in recruiting new staff, and doubts about the company’s short-term survival complete the list. It is true that the rapid digitisation of society justifies doubts about the last concern.

What about the market for out-of-home printed advertising?

As far as foreign trade is concerned, it has to be said that France imports printed advertising material on a massive scale. France imports more than 7 times as much as it exports.

Although imports fell by 3% across all markets, France still imported 137,661 tonnes of advertising printed matter in 2017. This represents an increase of 6% on the previous year. The main countries exporting advertising printed matter to the French market are Germany and Spain.

As far as exports are concerned, the picture is very different. Exports of printed advertising materials are down by 17% compared to 2016. All markets combined, however, exports are showing the opposite trend, with an increase of 3%.

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