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Preference and Data and Prices, Oh My!

Prices tell us a lot about how media is changing and what’s ahead. It’s funny – the categories that are growing the most are the ones where prices are dropping. That’s strange. But media preference surveys can be misleading because they can assure media producers of the love of the marketplace, and divert their strategic attention to competitors impinging on that affection. What does Mary Meeker know? A trade association executive says she’s biased. That’s okay. Dr. Joe has different data.

Monday, June 26, 2017

Some recent online exchanges involving publishing guru BoSacks and the head of the MPA and the USPS via secretive blogger “D. Eadward Tree” sent me digging into economic data. 

The first chart shows price trends for a selected media compared to the Consumer Price Index (the thick red line); anything that is above it is at prices higher than the general inflation rate, and anything below it is less than the inflation rate, and is therefore cheaper. The data begin with January 2010 as the base of 100. That means a value of 110 is a 10% increase and 90 is a 10% decrease since then.

The basic trends are not surprising, everyone knows the direction, but not necessarily the extent. Postal Service prices are higher than general inflation, television advertising prices are erratic but are generally higher. The CPI shows the overall level of price changes for all goods consumers buy. Advertising agency fees lag inflation (which means they are cheaper), printing prices seriously lag inflation (which means printing is cheaper yet), but nothing compared to the dramatic declines in prices of cellular and wireless services and Internet advertising.


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About Dr. Joe Webb

Dr. Joe Webb is one of the graphic arts industry's best-known consultants, forecasters, and commentators. He is the director of WhatTheyThink's Economics and Research Center.

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