Covid is proving: print is for kids

In times of generally declining magazine circulations, magazines for kids are doing well. This is according to a report in the Press Gazette. The Week Junior and First News in the UK have seen circulation increases and stable advertising revenues. First News has said order value is up 59% from its 62,000 a week circulation registered last year. For The Week Junior, a spin-off of the condensed news title for older audiences, circulation is up by more than a fifth to 85,000 copies a week. Especially during lock-down parents felt that kids needed to keep engaged and informed. Additionally, it served as an antidote against too much screen time. But it seems that this is not just a short-term effect. Surprisingly, customers are sticking with The Week Junior even though the publisher had anticipated a drop-off after a six-week trial period. This is proving that print is for kids not just in Covid times. Even advertising held up well. Ad spending reduced by companies closing or struggling during lockdown has been replaced by government funded educative ads.

During the pandemic up to now, children’s book sales have been booming as well. The Washington Post reports, that as Covid restrictions increased sales of books for kids boomed through March. Three of the top 12 categories for book sales were aimed at children, according to data from NPD Group, a market research company that tracks book-buying trends. From March through May, as the pandemic kept schools closed, that trend increased dramatically, with half of the 12 top-selling categories catering to kids, including three categories of juvenile non-fiction. Through mid-August, the category with the biggest growth was juvenile non-fiction, up 28 % from last year, while juvenile fiction rose more than 8 %.

Similar is observed in Europe. The German book publisher’s association states that July 2020 revenue from children and juvenile books increased by 7% over July 2019. Cumulative sales of children and juvenile books are 4.2% higher in 2020 than in 2019 despite the period of book shops closures – the only category of books scoring higher than in 2019.

Putting (some) Excitement into virtual events

Yes, we know drupa 2020 has been moved and Covid restrictions mean that there will be no trade shows for 2020 at least. Still vendors want to launch new products and since even open houses are out of question for now the last resort is virtual events. There have been a few in the last couple of months.

There are pundits that extol the virtue of virtual, but I find them somewhat unsatisfying – and I know that I am not alone. There are big differences in the quality of the virtual events as well, in terms of content, presentation and getting the attendants enthusiastic. But the main point is that marketing anything around print, which distinguishes itself as something multi-sensory and tactile, only virtually is a bit dicey.

Right in your face – Printed facemasks

While the Covid crisis is far from over and health concerns are to remain high on consumers’ agenda also facemasks are here to stay. It is reckoned that 8 to 12 billion masks will be needed every year in Germany alone. With its ubiquity, the face mask is entering popular culture. Despite all current shortages consumers are turning facemasks into a fashion statement and forward-looking companies start to offer printed facemasks. Printers are naturally in a good position to join the trend and exploit the opportunity for printed facemasks.

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On-line printers offering facemasks

The latest additions to the market for printed facemasks are Onlineprinters and Print4reseller, both located in Germany. Onlineprinters offers washable and reusable textile masks. Masks can be personalized with a range of templates or custom designs. 10 facemasks printed with a custom design will set you back €67,19 (+VAT), for 500 this drops to €4,20 per mask (again plus VAT). The masks from Print4reseller are more basic and are paper-based. They might be a bit less comfortable to wear, but can be easily disposed of as a paper product. Prices are lower as well, starting at €749 for 1,000 masks, dropping to €3,213 for 10,000 pieces. They can be customized on the outside and do have printed instructions on the inside.