Just because print volumes are in decline doesn't mean that print is dead. Au contraire. Quantities might be shrinking - but the rising popularity of digital printing is noteworthy.

With digital, you can print fewer. With digital, you can print faster. With digital, you can print 'personal'. With digital, you can print targeted. (OK, my English not so good here.)

In my quest to figure out where print buying is going, I asked hundreds of print buyers in many industries all across the country to tell me, in their opinions, why print volumes are in decline in their firms. What I heard was quite meaningful.

Here are the major reasons:

1. More projects will be done electronically instead of in print.

2. Companies will be leveraging the data they're gathering online to prequalify potential customers. They'll be mailing to smaller groups and, hopefully, seeing higher response.

3. Companies will do more prospecting through the internet.

4. Environmental concerns will drive more business to the internet.

5. Increased material costs will force other channels to replace print.

6. As e-commerce and e-fulfillment grow, there will be less print.

7. Companies are converting many of their existing print materials to POD (Print on Demand).

8. Emerging electronic technologies (email, web delivery, etc.) are contributing to lower quantities.

9. Companies want to create multiple versions of print materials for a single market.

10. Digital printing lets customers print smaller quantities cost effectively.

11. Digital means you can keep materials up to date more easily.

12. Driving more traffic to your web site might mean less demand for printed material.

13. From a business perspective, companies believe that as digital printing prices decline, they can be more efficient and cost effective.

14. Print is becoming more of a targeted support technology to the digital world.

What say ye? Feel free to add your two cents via our Comments section.