Goal of the study: Estimate the size of Northeast Ohio's marketing communications industry by targeting: The number of businesses involved in the industry. The number of individuals who work in the industry. The economic impact of the industry by the size of payroll.

1. Northeast Ohio
Marketing Communications
2012 Industry Impact Study
May, 2012

2. Background
What:
• NOCA approached Neoconomist to update its 2009 Industry Impact Study.
Why:
• The marketing communications industry provides a critical support service
to regional businesses and organizations.
• Demonstrating a strong, vibrant, successful marketing communications
industry will help to attract and retain business throughout Northeast
Ohio.
• NOCA’s mission to make local companies and organizations aware of the
breadth and depth of the marketing communications industry in
Northeast Ohio.
Who:
• NOCA — Northeast Ohio Communications Advocates
• Neoconomist — Published as an insert within Inside Business magazine.

3. Goal
Estimate the size of the area’s marketing
communications industry by targeting:
• The number of businesses involved in the industry.
• The number of individuals who work in the industry.
• The economic impact of the industry by the size of payroll.

4. Methodology
• NOCA’s common-sense definition of the marketing
communications industry was converted into NAICS codes –
North American Industry Classification System as determined
by the U.S. Census Bureau.
• NAICS codes slice industries into smaller segments – the more
digits, the precise the definitions.
• The marketing communications industry was defined by a
total of 59 6-digit NAICS codes.
• Additional data was pulled from the Census Bureau’s 2009
County Business Patterns data.

5. Methodology
• The core of the marketing communications
industry was found in two 2-digit NAICS codes:
51 Information
54 Professional Services
– closely related to advertising

6. Methodology
• Related supportive industries were found in
these NAICS codes:
32-33 Printing
42-45 Wholesale/Retail
56 Administrative Support
61 Education
71 Performance
81 Miscellaneous

7. Methodology
Using the 6-digit NAICS codes allowed the
industry to be sliced into smaller segments.
• 51 Information
• 511 Publishing
• 5111 Print Publishing
• 511110 Newspaper Publishing
• 511120 Periodical (magazine) publishing
• 515 Broadcasting
• 5151 Radio and TV Broadcasting
• 515112 Radio Stations

8. Methodology
Code 51: Information Industries
51 — Information: ad supported
Newspapers
Other Print (magazines, et.al.)
Broadcast TV
Cable
Radio
Internet
Directories & direct mail
Out-of-home

9. Methodology
Code 51: Information Industries
51 — Information: Not ad supported
Book publishing
Software publishing
Motion picture production
Sound recording

10. Methodology
Code 54: Professional Services
54 — Professional Services: Advertising
Ad agencies
Media buying
Media representatives
Direct mail
Other ad services

11. Methodology
Code 54: Professional Services
54 — Professional Services: Other
Graphic design
Computer programming
Market research/polling
Photography
Marketing consulting

12. Methodology
Marketing Communications Support Services
32-33 Printing
56 Telemarketing & trade shows
61 Education
Tech and trade schools
Fine art schools
71 Performance
Independent artists
Writers & performers
Agents & managers

13. Methodology
Study Included Eight Northeast Ohio Counties:
Ashtabula
Cuyahoga
Geauga
Lake
Lorain
Medina
Portage
Summit

14. Results
Marketing communications in
Northeast Ohio is a big industry.
• 3,034 businesses
• 44,611 employees
• $2.0 billion annual payroll
– Nearly $45,000 per person

15. Results
When compared with the results from the 2009 NOCA study,
the Northeast Ohio marketing communications industry has
weathered the recession well.
2009 2012
• 2,752 businesses • 3,034 businesses
• 39,412 employees • 44,611 employees
• Annual payroll not • $2.0 billion annual payroll
measured

16. Results
When compared to 2009, in 2012:
Number of businesses: 10%
Number of employees: 13%

17. Results
Greater Cleveland-Akron Marketing Communications Industry (59 NAICS)
# of Gr Cle-Akr Gr Cle-Akr Greater Cle-Akr Employees
NAICS and Sector NAICS Codes Establishments Employees Annual payroll ($Mil) Per Establishment
54 Professional Services Total 14 1,489 11,546 $ 607 7.8
51 Information Total 19 377 10,930 $ 622 29.0
32-33 Printing & Manufacturing Total 11 372 7,489 $ 275 20.1
56 Administrative Support Total 4 183 6,221 $ 165 34.0
42-45 Wholesale/Retail Trade Total 4 267 5,471 $ 226 20.5
61 Education Total 2 169 1,610 $ 35 9.5
71 Performance Total 4 167 1,204 $ 54 7.2
81 Miscellaneous Services Total 1 10 140 $ 4 14.0
Marketing Communications Industry 59 3,034 44,611 $ 1,988 14.7
Source: 2009 County Business Patterns; NAICS are 6-digit
Note: Counties include: Cuyahoga, Ashtabula, Geauga, Lake, Lorain, Medina, Portage, Summit.
Note: Employees and annual payroll data for suppressed cells was estimated.

18. Results
Where marketing communications businesses
rank within in Northeast Ohio
2009 Greater Cleveland-Akron Establishments By Industry
Retail 9,478
Health/Soc Asst 7,387
Accomod/Food 6,130
Construction 5,872
Fin/Insur 5,223
Wholesale 4,883
Manuf. 4,809
Mktg Comm 3,034
RE/Rental 2,785
Transp/Wrhs 1,751
Art/Entnmt/Rec 1,013
Education 908
- 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000

19. Results
Where marketing communications ranks in
Northeast Ohio by number of employees
2009 Greater Cleveland-Akron Employment By Industry
Health/Soc Asst 221,262
Manuf. 167,898
Retail 140,525
Accomod/Food 106,141
Fin/Insur 67,600
Wholesale 67,072
Mktg Comm 44,611
Construction 42,804
Education 36,213
Transp/Wrhs 32,970
RE/Rental 19,506
Art/Entnmt/Rec 15,823
- 50,000 100,000 150,000 200,000 250,000

20. Impact
• The Northeast Ohio marketing communications industry is a
strong, vibrant resource for Ohio’s businesses.
• The marketing communications industry provides a critical
service to other businesses by supporting the
marketing, promotion and sales of their products.
• The industry is well stocked with go-to-market core
competencies that can accelerate the sales, profits and
growth of other industries.
• The industry provides opportunities for a new generation
high-tech and high-skill jobs.

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