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The European E-Business Report 2005 2.3 The Publishing and Printing Industry The e-Business W@tch sector study on publishing & printing was contributed by empirica GmbH (contact: info@empirica.com). The full reports (parts 1 and 2) can be downloaded from the website (www.ebusiness-watch.org) at the 'resources' section. The European publishing and printing industry is in a state of flux. Information and communication technologies (ICT), and in particular the internet, have had a profound impact on business activities of firms in all sub-sectors of this industry. Impacts concern practically all areas of business, most importantly internal work processes (process innovation), the products themselves (product innovation) and their distribution, marketing strategies and interfaces between companies and their customers in general. Newspaper and magazine publishers in particular have already experienced significant substitution effects in advertising markets (e.g. migration of classifieds to the internet). As a consequence, the sector is undergoing structural changes both in terms of organisational processes and with respect to the type of products and services that are produced, delivered, and consumed. 2.3.1 Sector definition and background Sector definition Business activities covered by the publishing and printing (P&P) industry are defined under Groups 22.1 ("publishing") and 22.2 ("printing and service activities related to printing") in the NACE classification of economic activities. 56 NACE Rev. 1.1 Exhibit 2.3-1: Business activities covered by the P&P industry (NACE Rev. 1.1) Business Activity DE 22 Publishing, printing and reproduction of recorded media 22.1 Publishing 22.2 Printing and service activities related to printing Business activities subsumed under NACE 22.1 (Publishing) include publishing of books, newspapers, journals and periodicals, of sound recordings, and other publishing. Activities in NACE 22.2 (Printing) refer to all economic activities surrounding the manufacturing and servicing of identical copies of written or graphic material by means of mechanical devices or digital hard- and software technologies and infrastructures. This includes printing of newspapers, bookbinding, and pre-press activities. The analysis does not cover the following business activities which are closely related to P&P: • The reproduction of recorded media (Group 22.3) • Printing in the packaging industries (Group 74.82 of above NACE Division 74). • All downstream distribution channels for content on physical media types (print, video, CD, DVD) such as wholesale or resale of such products (part of NACE 51 and 52, respectively) or video rental (NACE 71.40). 56 NACE revised version 1.1 – final draft 2002. See glossary for explanation. 85
The European E-Business Report 2005 Some statistical problems result from the traditional organisation of the publishing industry. Individual authors, if they contribute as freelancers, are included in NACE 92.31 and are not part of the publishing industry. Another important creator of content, but again not covered in this study, are news agencies (NACE 92.4). Industry background The P&P industry (NACE 22) generated a production value of more than €238 billion in the EU-25 in 2001 and employed about 1.9 million people (excluding Poland, Slovenia). 57 Thus, P&P is not a huge sector compared to others such as construction, retail or business services. However, the special importance of the media industries is constituted not only by their economic activities, but also by their important information function for supporting democracy and culture. The sector has not been unscathed by the economic industry downturn since 2001. In particular, publishers have experienced a decline in advertising revenues, when many companies (and especially the former stars of the new economy) had to drastically cut down on their advertising budgets. 2.3.2 ICT and e-business adoption in 2005 On the whole, results confirm the general importance of ICT for this sector. ICT affect almost every business function in this industry, including internal processes, procurement, content production and publishing processes, printing transaction and production processes, and external collaboration. In addition, ICT have a strong influence on the creation and delivery of new products and services in this sector. Looking at the results in more detail, however, it becomes evident that P&P companies are not per se intensive users of e-business technologies, if compared to average diffusion rates from other industries studied by the e-Business W@tch. More importantly, the statistical findings often indicate a significant gap between large and small companies in the use of ICT and e-business technologies. This is a common finding in most sectors under study. The survey data confirm that the general level of endowment with network infrastructure and access technologies in the P&P sector is relatively high. There is growing adoption of broadband internet access, mainly among medium-sized and large firms, but not yet among smaller companies. In contrast to other manufacturing sectors, marketing and sales are key application areas for electronic business in the P&P industry, particularly for publishers. However, the rapid proliferation of internet based services over the past 10 years has caused new challenges and increased competition for publishers. Today, the online strategy of many publishers can be characterised as a prisoner's dilemma situation: competitors' strategies are determined by collective behaviour. This means that publishers are forced to offer attractive online services because readers increasingly expect it, although the services are not necessarily profitable by themselves. Business examples demonstrate that most online services are still on shaky grounds from an economic perspective. In spite of these challenges, companies from the P&P industry are intensive users of e-commerce. The share of firms that make online sales increases significantly by firm size in the P&P industry. While “only” 16% of micro-enterprises reported online sales, 30-35% of small and medium-sized companies and even 60% of large firms did so. For many publishing companies, 'online sales' means in the first place charging for access to the online edition of their newspaper or magazine. However, other forms of e-commerce are also used to extend existing portfolios, for example by selling books or other products and services that are related to the theme of a magazine or newspaper. 57 Source: Eurostat New Cronos / DIW Berlin. See e-Business W@tch Sector Study on P&P, July 2005 (www.ebusiness-watch.org) 86
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