1993 MPA paper survey - Magazine Publishers of America

Folio: The Magazine for Magazine Management, Annual, 1994

Consumer magazines forecast solid increases in paper consumption, indicating confidence in future growth.

Publishers responding to Magazine Publishers of America's 1993 Paper Survey indicate steady growth ahead in their consumption of paper. The 77 publishing companies representing 393 primarily consumer titles that participated in the survey expect to increase their paper usage by 2.9% in 1993 and are projecting a further increase of 4.6% in paper consumption for 1994.

North American Coated Groundwood remains the predominant paper type used by publishing companies. The respondents are forecasting a 76.8% increase in Overseas Coated Groundwood usage in 1993, and a further 2.7% increase by 1994.

Thirty-one percent of publishing companies reported inventories sufficient for 1-30 days in 1993 vs. 26% in 1992. Only 13% of the respondents reported inventories of 61-90 days as compared with 17% in 1992.

This survey reports recycled paper usage for the first time. For the purpose of this survey, recycled stock was defined as "paper stock containing as least 10% post-consumer recycled fiber." Publishing companies that responded to the survey are projecting a significant increase in recycled-stock usage for most paper types. Twenty-one percent of the respondent companies are now using recycled-content paper.

The majority of companies that responded use the "chasing arrows" recycled symbol to label their publications. Others use "Printed on Recycled Paper" either on cover stock or a specific story or article. Thirteen percent of the respondents using recycled-content paper did not label their publications, the primary reasons being "diverse state laws" and publications "use a mix of both regular and recycled paper in the same issue."

All figures are reported in short tons. Responses to the Paper Survey were received between March 19 and April 29, 1993.

MPA surveys its entire membership, plus other non-member companies TABULAR DATA OMITTED to get the results for this annual survey. The majority are consumer publications. Since the survey responses ended in April '93, results reflect actual paper consumption for '92 but projected for '93 and '94.

Inventory

(measured in days of supply on hand, as of January 31, 1993)

1-30 Days          31.2%
31-60 Days         44.1%
61-90 Days         13.0%
91   Days           6.5%
N/A                 5.2%

Three-quarters of publishers surveyed were keeping a one to two
month supply of paper on hand, an indication of business
confidence.

TABULAR DATA OMITTED

Roll size changes

                    Narrower    Wider    Shorter    Longer

Changes for 1992     15.6%      1.3%      7.8%        --
Changes for 1993      9.1%       --       7.8%        --

The trend to narrower roll sizes continues, though not at the
same pace as in 1992.
Printing process as a % of total tonnage

            1992     1993 Est.    1994 Est.

Offset      76.7%      75.2%        75.9%
Gravure     23.3%      24.8%        24.1%

Total      100.0%     100.0%       100.0%
Basis weights as a % of total usage
(Regular - Recycled)

               1992 (Actual)     1993 (Est.)     1994(Est.)

                Reg     Rec      Reg      Rec     Reg     Rec

Lighter Than
or Equal To:

28 lbs.         2.0%    0.8%     1.6%    0.9%     1.5%    1.0%
32 lbs.        20.2%    0.3%    20.6%    0.7%    19.3%    1.8%
34 lbs.        20.2%    0.1%    19.1%    0.7%    17.6%    1.8%
36 lbs.         4.1%    0.2%     3.8%    0.6%     4.0%    0.7%
38 lbs.         7.4%    0.8%     6.6%    1.1%     6.2%    1.6%
40 lbs.        15.1%    1.0%    14.4%    1.6%    14.5%    1.5%
45 lbs.         7.9%    0.4%     8.6%    0.4%     8.6%    0.5%
50 lbs.         6.6%      -      6.8%    0.3%     6.8%    0.6%
55 lbs.         0.6%      -      0.5%    0.1%     0.5%    0.1%
60 lbs.         7.2%    0.4%     6.7%    0.5%     6.4%    0.6%
60  lbs.        4.2%    0.5%     3.9%    0.5%     3.7%    0.7%

Totals         95.5%    4.5%    92.6%    7.4%    89.1%   10.9%

Not to much change is afoot in choices of basis weights,
although a continued steady increase in the use of recycled
papers is occurring.
Basis weights as % of publisher using
(Regular - Recycled)

               1992 (Actual)    1993 (Est.)     1993(Est.)
               Reg      Rec     Reg     Rec     Reg    Rec

Lighter Than
or Equal To:

28 lbs.        14.3%    6.5%    11.7%    6.5%    11.7%    6.5%
32 lbs.        13.0%    7.8%    13.0%    7.8%    13.0%    6.5%
34 lbs.        16.9%    3.9%    14.3%    5.2%    13.0%    3.9%
36 lbs.        26.0%    5.2%    24.7%    3.9%    23.4%    3.9%
38 lbs.        28.6%    0.3%    23.4%    5.2%    23.4%    6.5%
40 lbs.        57.1%   13.0%    54.5%   11.7%    51.9%   10.4%
45 lbs.        33.8%    7.8%    32.5%    6.5%    31.2%    6.5%
50 lbs.        46.8%    6.5%    39.0%    7.8%    37.7%    6.5%
55 lbs.         6.5%    5.2%     5.2%    6.5%     5.2%    6.5%
60 lbs.        39.0%    3.9%    40.3%    5.2%    37.7%    6.5%
60  lbs.       72.8%    6.5%    72.8%   10.4%    72.8%   10.4%

Publishers' favored basis weights continue to be 60  lb. and 40
lb., although 60 and 50 lb. continue as very popular weights.