Trucking’s Impact on Printers and Publishers in 2020

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2020 has been a chaotic year across the board. Despite COVID-19, the trucking industry has seen improvement, which will help serve publishers and printers long-term.

Leading into the 2020 year, the trucking industry was suffering from a shortage of drivers and general inconsistency across large-haul shipping timelines. When COVID-19 measures in the United States started to take affect in March 2020, this furthered those issues. Stay-at-home orders, figuring out quarantine processes, safe-shipping policies, and other security measures meant shipping in general saw significant slow-downs and needs for improvement, and that included the trucking industry as a whole.

However, after a few months of COVID-19, companies implemented many of new security and health measures to help resolve the issues. Further, a major change in household activities also started to take place. People across the country started relying on delivered goods to meet their everyday needs, and not just for recreation purposes. Toiletries, food, and much more started being delivered door-to-door, and that meant shipping became the primary means of providing everyday necessities, and trucking the means to get those needed goods from one place to another.

Trucking has not done a 180 from the beginning of 2020, but it is in a much better place. Trucking companies hire new drivers constantly. Timeline consistency has improved when it comes to standard shipping of goods. Most of all, demand is high!

Where the trucking industry stands at the end of 2020

The trucking industry on its own looks good, thanks to a steady influx of new drivers and increased demand. That said, the state of the industry when shipping comes into play lies somewhere between “incredibly busy” and “incredibly hindered.”

What does “busy” mean for the trucking industry?

The “busy” part is a good thing, and is not going away anytime soon. Forecasting shows a permanent shift in shopping and necessity-acquisition patterns in the United States. Projections show that delivered good are to continually increase over time, COVID or not. Demand for these delivered goods leads to further demand for trucking, and likely continued patterns of more drivers hired and more trucks being utilized for long-haul.

What does “hindered” mean for the trucking industry?

The “hindered” part, on the other hand, is also a long-term situation. Unfortunately, this is not within the control of trucking and freight companies. Due to the increase in shipping, sorting centers and mail organizations (public and private) are having a difficult time maintaining their timelines and handling the influx in product. Simply put, there are too many goods moving through the pipeline, and these organizations are at capacity. While this does not inherently hurt trucking, it means that the goods being moved by truck are not being offloaded in a timely fashion. This impacts trucking timelines in many situations.

The current state of the trucking industry

Both the busy and hindered situations became exacerbated leading into November and December of 2020, which are already notorious for shipping delays and timeline fluctuations. Some mail and sorting centers leave trucks to sit for days without being unloaded. In fact, USPS put measures into place to redirect trucking away from certain centers to avoid further back-ups, with embargos even being implemented in some cities.

Overall, trucking in 2020 has seen growth and improvement in its own industry, but met difficulties related to shipping and delivery of goods caused by COVID-19. It’s a mixed result that bodes well for the future of trucking, but also shows the need for some major improvements for how trucking and sorting centers interact.

How the trucking industry in 2020 impacts publishers

Publishers took some major blows due to COVID-19: required shifts into remote work, needs to drum up alternative revenue, shrinking bullpens, and much more. Something needed to happen for publishers that could act as a universal glimmer of hope in the dark of 2020. Luckily, two things happened, but both are long-term victories, and are just now beginning to impact publishers.

First is the vaccine. 2020 saw Americans spending significantly larger quantity of time, leading to a sizeable bump in content consumption, print and digital. While this put publishers in a space to succeed, other 2020 struggles meant few could capitalize on the opportunity. The vaccine gives hope for a more “normal” 2021. Publishers can get back into their routines and function at full capacity. This should allowing more publishers to capitalize on a long-term increase in reading magazines, books, and other publications.

Second is trucking. Sorting centers and shipping in general are heavily influencing trucking, leading to inconsistencies and hinderances. That said, more truck drivers are entering the market and freight is increasing in volume, which is a good sign. It means a future with easier capability to deliver on a national, and even international scale. It also means potential reductions in costs long-term due to the high volume of trucking.

How the trucking industry in 2020 impacts printers

Printers do a lot more than simply print publications. They are also responsible for coordinating with trucking and shipping to get product delivered to publishers and/or readers. That means any impact to trucking can impact the ability for a printer to get goods moved in a timely manner. A boost in the trucking industry is a step towards better delivery times and rates on shipping for publishers.

Further Information

To learn more about the state of trucking in relation to COVID-19, click here and here. For more information about the impact of COVID-19 on publishers, click here. If you would like more great content from Publication Printers and the Publication Printers Marketing Group, click here.

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2020 Will Still See Newspaper Advertising, and for Good Reason

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Print advertising is big money. That said, recent advancements in social media and web ad placement have led to concerns about the state of print advertising, especially newspaper ads, the most common and most profitable print advertising space. While the concerns are fair, newspapers have nothing to worry about, and here are 5 points that prove it.

  1. Newspapers reach an average of 105 million readers a week in print and digital format, making them the most consumed medium.
  2. Content consumers consistently mark in surveys that they trust print content and advertisement more than online content. Also, print advertisement has a lesser negative impact on the reader’s experience, since online marketing is interruptive in nature.
  3. Millennials are the biggest generation currently consuming content, and while they are big proponents of digital content, they actually choose print as their main source of information due to its affordability.
  4. While the primary point of purchase is shifting more and more towards web sales, but most purchasers continue to start their journey towards a purchase based on print advertising exposure. That means that, while the journey ends elsewhere, it is still starting predominantly with print ads.
  5. Local content and local  economic impact are really important elements of American culture today, small communities rely heavily on local newspapers, with an average of 67% of small community residents reading the local paper at least once a week.

Further Information:

For more data and facts showing the security of newspaper advertisement in the New Year, click here. For newspaper ad types, tips, and examples from a thriving California publisher, click here.

If you would like more great content from Publication Printers and the Publication Printers Marketing Group, click here.

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