Local firms are printing significantly less annual calendars in an effort to cut cost in the tough economic climate, says some of the island’s leading printing companies.

“Some companies are printing less while others are opting not to print at all…Some companies are actually printing one calendar for two years” said an executive at one of the printeries, who wished to remain anonoymous.

“That is so,” acknowledged Mapco Printers sales manager Michelle Belnavis to the Business Observer.

“A few of them that did calendars, did smaller numbers and some didn’t do at all,” she confirmed.

Industry sources say Mapco Printers, Pear Tree Press and Litographic Printers are the three largest printeries of annual calendars.

Pear Tree Press managing director Alan Hyde estimated that the company printed 30 per cent less calendars last year compared to the year prior.

“They are doing less quantity or less pages,” disclosed Hyde .

The Pear Tree Press boss noted that calendars typically cost a company some $200 to $1,000 per unit to print. When one takes into account that firms usually print thousands of calendars each year (banks print upwards of 30, 000 calendars each year, according to Hyde), it is easy to see how the excercise can cost a company millions of dollars.

However, Hyde opined that the practice does more harm than good to a firm’s bottom line, because by reducing their calendar circulation, companies are actually reducing one of their most effective means of marketing.

“It’s funny that whenever the economy goes down or companies are in trouble, the first thing they cut is advertising…it would stand to reason that that’s like cutting off your nose to spite your face,” argued Hyde.

“You cannot get better value for money, in terms of exposure, than doing a calendar,” he noted, adding “You have your product on a wall for the entire year.”

The printeries declined to disclose the name of clients which had cut back on their calendar stock.

One corporate executive with whom the Business Observer spoke with admitted that his company had significantly reduced its calendar stock.

“The reality is that times are tough and companies are looking at different ways to cut cost,” said the source, who asked that his name not be published.

However, members of the Lascelles deMercado Group, the alcoholic beverage manufacturer which produces some of the most popular calendars, say they have not cut back, and, in fact, have increased their calendar circulation.

“(For example) We now have three Magnum calendars for the year– one for every four months,” said Bruce Terrier, managing director of Lascelles Limited, which distributes the popular Magnum tonic wine along with other alcoholic drinks.

“But what I can say is that the economy isn’t good and most people are hurting,” added Terrier.

Dominic Beckford, brand sales manager for J Wray and Nephew’s White Overproof Rum declared: “Wray and Nephew calendars are a collector’s item — Apart from bars, lots of individials look out for it each year…We actually incresased (calendar issue) by 25 per cent”.