Margie Dana

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Give Thanks for New Opportunities in Printing

At this time of year we’re particularly thankful for what matters most: family and friends, good health and secure jobs (one hopes), and other personal blessings.

If you work in this industry, whether as a purchaser or a manufacturer of print, there is also cause for thanks and celebration – despite the ongoing trend of consolidation.

Yes, experts predict we’ll see more consolidation among print manufacturers next year, and many more firms will cease operations altogether. A reason to rejoice? Never! I know of no individual who is happy when firms can no longer compete and are forced to go out of business.

Although these may be the worst of times, in terms of consolidation and loss of manufacturers, I would say that they are also the best of times.

Here’s why.

Progressive printers can rise to the top, like cream. The opportunities that exist today in terms of new technologies are really quite exciting.

Printing companies who embrace new media and find ways to help their customers take advantage of them will thrive.

Corporate and agency print customers who look for print partners to help them integrate their print materials with online applications are in luck: these “new” printing firms exist, and they’re getting better all the time. Their CEOs are forward thinking; their systems (IT) specialists are as sharp as they come and full of innovative ideas.

This new wave of printers is growing. They will offer you ink-on-paper, but they will also do more. They will be recognized – and rewarded – for their appreciation of your company’s business needs. They’ll offer marketing solutions through a menu of print/online media.

It isn’t that modern businesses no longer need printers. (To people who profess this, I say hogwash. Every company needs printing.) But businesses need additional services from today’s printers, and they need these printers to be experts in new technology. Web-to-print, variable data printing, digital printing, virtual proofing...20 years ago, these terms and technologies didn’t exist. What will customers need 20 years from now? Or 10? Or even 5?

The opportunities to provide print customers with what they need today and will need tomorrow are plentiful - and plenty exciting. That’s reason enough to be thankful we’re in this industry in 2006, and way beyond.

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