The Custom Content Council and ContentWise 11th annual content industry study, “Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2011,” reported $12.5 billion spent in the custom content industry.

But according to this study, print spending still leads in the content industry, as $24 billion was spent in print production and distribution categories. $3.6 billion was spent on “other forms of content,” according to a news release from the Custom Content Council.

Only 29 percent of funds dedicated to overall marketing, advertising and communications are spent on custom media.

The Custom Content Council reports that the average company who distributes custom content does so 404 times annually. The number of unique print titles remained the same from 2009 to 2010 remained the same per company at 1.7 titles; frequency of these titles fell to six times per year from 2009. However, the number of pages per issue increased to 29.4 in 2010, and average circulation per issue also increased to 52,000 copies.

Paid advertisements in custom publications grew in 2010, as 30 percent of these publications now feature paid ads. The number of titles in 2010 fell 3,000 to 110,174 from 2009.