SignWeb | signweb.com

(January 2010) posted on Wed Mar 10, 2010

Ugly, yes, but it needs to be documented.

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The following contains some statistics too graphic for some audiences. CPA discretion is advised.

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For the complete survey, refer to the January 2010 issue of Signs of the Times, pages 66-72. 
All men have had it happen. You’re shaving. You feel the blade dig into your skin. It doesn’t hurt, but you know you really cut yourself. For a second or two, you simply wait to see how much you bleed.
I felt the same way while anticipating the results of this 15th annual Vinyl Survey. This would be the first indicator of how the sign industry fared in 2009. Yes, the State of the Industry (SOI) reports in our July and August issues showed the negative effects of the disastrous last quarter of 2008, but this would be the first documentation of a full year of recession.
This year, to acquire our data, we emailed a survey questionnaire and also posted it on our affiliated website, www.signweb.com.
We definitely had responses from bigger vinyl users this year, based on data that appears contrary at first glance. Even though companies report the highest-ever decline of vinyl use, they also spent approximately 50% more on vinyl than in any other year.
We added one new wrinkle. Instead of just asking if companies perform non-sign work, we also asked what percentage of overall sales such work accounts for.
Remember, “this year” means 2009, and “last year” means 2008. Here are some of the high and lowlights:
• Just more than 70% of our respondents reported a sales decline in 2009, and on average, their decline was 32% (Table 5). The overall decline was more than 18%.
• The average number of calendered-vinyl colors sign companies are keeping in stock (14) is at an all-time low (Table 10). However, the average number of cast colors increased for the second consecutive year.