Duomedia, a leading agency specializing in public relations and marketing communications for the graphic arts markets conducted a survey in the fourth quarter of 2012 to gain insight from key consultants in the industry. This international survey shows that the printing industry must adapt in order to continue to play a crucial role in the communications mix. Industry experts from 10 countries shared their opinions on how the industry will evolve in the digital age. The final result was published by Duomedia. The following are predictions on major trends.

Moving from a manufacturing to a service industry

Many survey respondents identified the need for printing houses to adopt a new strategy. They urged printers to go beyond being just a supplier, and to work more closely with customers to establish themselves as value-added service providers in the market.

A senior executive of a graphic communication organization comments: "Printing houses need to change their mindset and focus on offering solutions and services rather than selling products. A marketing manager doesn't need a printed brochure. He needs a solution to convey his message to his potential customers. Identifying the real needs of their customers will lead to new and interesting offerings. Recently, I spotted a simple but very effective example of this solutions-oriented mindset: a printer helped a small winery boost sales by simply changing the layout of the label. A small change brings out a big impact. Of course, a change in mindset means investing time and resource. But it’s well worth the effort if it means your company is seen as a high-value link in the market rather than as just a supplier of printed paper or of printed packaging. This industry will evolve from a traditional manufacturing industry to a solutions and services industry.

Print on-demand is in demand

Many survey respondents flagged the growing trend for short-run, on-demand work, which is being facilitated by advances in digital printing technology. High volume printing will decrease over time as more prints are produced on demand.

A perfect example of why on-demand work is proving so popular is school books. It doesn’t make economic sense to hold on to thousands of copies when it’s highly likely that they’ll need updating before too long. With digital technology, schools can print as many copies as they need. They can revise and update content if needed.

A market for print products with added value

Respondents highlighted that there are growth opportunities in producing products to which people attach a new function and an added value. Ed Boogard, freelance journalist in the printing industry, believes some people will always value printed versions with an added value over digital ones. For example, for many people, printed photos hold a special place. Looking back at pictures on a laptop just isn’t the same as seeing them in an album or photo book. Also magazines will become more and more functional for people, especially with digital printing.

Make printing interactive

Whether you are talking about magazines, commercial printing or packaging, QR Codes, personalized URLs or augmented reality; there are a variety of ways to make printing interactive and blend it seamlessly with digital communications strategies.

Cary Sherburne, Senior Editor at WhatTheyThink (a pundit medium in the U.S.), remarked “Printers view digital alternatives to print as a threat and worry about cannibalization of their printing business. The truth is, this cannibalization will continue to happen, with them or without them. Making print interactive will extend the life and value of print, and it’s not that hard to do technologically. Additionally, adding value by supplementing a printed brochure with a tablet or smartphone app that overlays rich content such as audio, video and more can add high margin revenue streams and increase customer loyalty. 

Packaging and labeling sector continue growing

Those surveyed predicted that while the commercial printing volume will continue falling, the opposite is true for packaging and label printing. One respondent summed up: "No matter how much digital evolves, you can’t download an ice cream. You’re always going to need packaging.

However, some environmentalists push for ever-smaller packaging. Does it mean a smaller market? Not necessarily, according to one respondent. "You only have to look at Easter eggs to see how packaging has shrunk. But this doesn’t spell the end for packaging printers – it just means there’s more emphasis on creative packaging. Packaging designers and producers can add value to brands’ products by producing creative packaging. Eye-catching packaging will always be favored by customers.

Sustainability “Eco-friendly”- a crucial battleground

According to the survey, sustainability “eco-friendly” will become even more important, with brands using their green credentials to glean a competitive edge.

To this end, respondents suggested that all companies operating in paper-based industries should be more concerned about the environment. Facing up to digitalization, companies with sustainability accreditations and initiatives will win more opportunities than others in future.

Among the public, paper is still seen as the “bad guy”, despite the fact that paper production isn’t nearly as harmful to the planet as people think. The U.S. grows more trees than it harvests, for example. By comparison, digital products get a much easier ride because many people are totally unaware of the environmental impact of electronic waste. Electronic industries have acquired many benefits. They shall make sustainable initiatives that prove their commitment to greener practices.

Education and embracing digitalization is key to a brighter print future

A common theme that ran throughout the survey was a greater need for everyone in the print industry to spread the word on the latest developments in print technology. This means closer collaboration among everyone in the print supply chain in order to sell the benefits of relevant “products”, because most printers don't know how to do this. That is a golden opportunity for education in the industry.

Ed Boogaard adds that resisting digitalization is futile: "There’s no point fighting digitalization. It’s here to stay. Printing and digitalization can certainly co-exist and complement each other. Printing houses and suppliers should focus on areas where printing products can play an important role and add value in ways that digitalization can’t."