The 2022 Report on Letterpress Advertising Printing: World Market Segmentation by City

The 2022 Report on Letterpress Advertising Printing: World Market Segmentation by City

  • July 2021 •
  • 503 pages •
  • Report ID: 6118119 •
  • Format: PDF
This report was created for global strategic planners who cannot be content with traditional methods of segmenting world markets. With the advent of a "borderless world", cities become a more important criteria in prioritizing markets, as opposed to regions, continents, or countries. This report covers the top 2,000 cities in over 200 countries. It does so by reporting the estimated market size (in terms of latent demand) for each major city of the world. It then ranks these cities and reports them in terms of their size as a percent of the country where they are located, their geographic region (e.g. Africa, Asia, Europe, Middle East, North America, Latin America), and the total world market.

This study covers letterpress advertising printing as defined by the North American Industrial Classification system or NAICS (pronounced "nakes").

The NAICS code for letterpress advertising printing is 3231199. It is for this definition that aggregate latent demand estimates are derived. Letterpress advertising printing is specifically defined as follows:

3231199 Advertising printing, letterpress

32311991 Advertising printing (letterpress)

3231199111 Direct mail advertising printing (letterpress), including circulars, letters, pamphlets, cards, and printed envelopes

3231199116 Display advertising poster printing (letterpress), including outdoor advertising, car cards, window, etc

3231199119 Display advertising printing (letterpress), including posters, floor, counter, point_of_purchase, window, and outdoor advertising materials

3231199121 Counter, floor display, point~of~purchase, and other display advertising material printing (letterpress)

3231199126 Preprinted newspaper advertising insert printing (letterpress) (advertising supplements not regularly issued), rolls, including hi~fi and spectacolor

3231199131 Preprinted newspaper advertising insert printing (letterpress) (advertising supplements not regularly issued), sections (two pages or more)

3231199136 Shopping news printing (letterpress)

3231199141 Other advertising printing (letterpress), including brochures, pamphlets, book jackets, magazine inserts, circular folders, etc.

This study covers the world outlook for letterpress advertising printing across more than 2,000 cities. For the year reported, estimates are given for the latent demand, or potential industry earnings (P.I.E.), for the city in question (in millions of U.S. dollars), the percent share the city is of the region, and of the globe. These comparative benchmarks allow the reader to quickly gauge a city vis-à-vis others. Using econometric models which project fundamental economic dynamics within each country and across countries, latent demand estimates are created. This report does not discuss the specific players in the market serving the latent demand, nor specific details at the product level. The study also does not consider short-term cyclicalities that might affect realized sales. The study, therefore, is strategic in nature, taking an aggregate and long-run view, irrespective of the players or products involved.

This study does not report actual sales data (which are simply unavailable, in a comparable or consistent manner in virtually all of the cities of the world). This study gives, however, Professor Parker’s estimates for the worldwide latent demand, or the P.I.E., for letterpress advertising printing. It also shows how the P.I.E. is divided across the world’s cities. In order to make these estimates, a multi-stage methodology was employed that is often taught in courses on international strategic planning at graduate schools of business.