The Publishing Industry is a fragmented, mature, cyclical sector that is comprised of two subcategories, traditional print media and printing. Traditional print media, more commonly known as publishing, primarily focuses on products for the consumer. Such products include books, magazines and other periodicals, targeting an array of genres and demographics, based on virtually any subject. The printing business concentrates on the physical production of media. Printers serve publishing companies, as well as firms involved in billboard advertising, promotional activity, financial statements/documents, check printing and other media.