PMA-Sponsored Survey Profiles Small Independent Publishers: Results Provide Fascinating Insight Into Industry

December 1997
by Robert C. Brenner, MSEE, MSSM

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A tough market and changing paradigms are reflected in the average revenues of PMA publishers according to a survey conducted recently by a research and information provider, the Brenner Information Group. The intent of the PMA-sponsored survey was to develop a profile of small independent publishers and to determine the operating characteristics of this segment of the publishing industry.


The comprehensive survey was conducted between June and November 1997. It was hoped that at least 100 surveys would be completed and returned to yield a minimum acceptable sample population for analysis. We were pleased that over 200 members participated in the survey, although some of your responses were cautious, and some caustic. Of these 200, 177 responses were accepted and used in our study. The results of the analysis were compiled into a special report that is being released this month.


The survey results detailed in this special report are representative of the small independent publishing industry today and provide an interesting perspective into who we are and how we approach the business. Detailed analysis and comparison information are contained in the report.

What We Found: The Basics


First of all, 56% of you are male, and 41% are female. Three percent of respondents declined to report any gender.


According to the survey, most of the small publishers (27%) are located in California with the next largest number of you working out of Colorado (5%), Florida…IBPA Members – Click here to view the full article (login required).

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