International Survey: Predictions for the Future Of Print in the Digital Age

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Lutt Willems, partner at duomedia, explains that the survey "provides an accurate snapshot of the status of the print industry. By soliciting the opinions of professionals and influencers from around the globe, we can help print houses identify the most important areas of focus to drive revenue and to ensure that print remains a highly effective component of the cross-media communication mix."

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

Eddy Hagen, director and trend-watcher at VIGC (Flemish organization for Graphic Communication), says that "print 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. I recently spotted a simple but very effective example of this solutions-oriented mindset: a printer solved the number one issue of a small winery—missed sales—by simply changing the layout of the label. A small change with 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 marketing and product development chain rather than as just a supplier of printed paper or of printed packaging. This industry will evolve from a product industry to a solutions and services industry."

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 print is produced on demand.

A perfect example of why short-run, on-demand work is proving so popular are school books. It doesn't make economic sense to hold on to thousands of copies when it's highly likely they'll need updating before too long. With digital, the school can print as many copies as they need, when they need them, and be able to update content as needed to keep educational materials as relevant as possible.

Respondents highlighted that there are growth opportunities in producing products to which people attach a new function, an added value or an emotional value, such as photos.

Ed Boogaard, freelance journalist in the printing industry, believes some people will always value print over digital: "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 the trend towards short run printing."

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

According to Cary Sherburne, senior editor at What They Think, "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. 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."

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

But with environmentalists pushing for ever-smaller packaging, does this 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, attractive packaging, despite having a much smaller ‘canvas' to work on."

According to the survey, sustainability 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 vocal in communicating their sustainability accreditations and initiatives, particularly as digital-based companies will come under greater environmental scrutiny in the future than they are under today.