Current State of the Commercial Printing Industry and Implications for the Future
Between the advent of the digital age and the recent economic downturn, it’s no secret that many industries are in crisis mode. People are being forced to rethink the way they do business, and the commercial printing industry is not immune to these changes. It may seem like commercial printers are in danger of being driven out of business altogether, as the value of the printed word appears to be diminishing, and at-home software programs and desktop printers become increasingly sophisticated and easy to use. However, to write off the entire commercial printing industry altogether would be a mistake. In reality, the industry has shown surprising signs of growth, even as its objectives begin to shift.
Traditionally, commercial printing has been an industry rooted in manufacturing. Professional printers provided customers with something they could not produce on their own: High quality printed materials. Now, however, savvy commercial printing companies are shifting their focus to providing value added service to customers, rather than simply banking on the power of print. This is because many individuals and businesses are turning to digital forms of online advertising, such as social media, banner ads, and viral marketing, rather than printing hundreds of thousands of posters, flyers or postcards for a direct mail campaign. Yet there is still value in well-designed print materials, and companies that offer design assistance, high quality digital printing, or other incentives continue to thrive. Surveys have shown that industry insiders expect revenue for digital printing to increase by more than five percent over the next two years, even as offset commercial printing revenue continues to decline. Commercial printers must embrace this “digital revolution” and accept their new role as service provider rather than manufacturer in order to stay afloat.
Another interesting observation is that, contrary to the expectations of many, the commercial printing industry has largely managed to survive the recession intact. While some businesses have closed their doors in recent years, others have actually seen their revenue increase. This is largely due to the fact that the digital printing process involves relatively low overhead costs, and printing companies can pass the savings on to their customers. This makes customers more likely to continue investing in the services of commercial printers. So what does all of this mean for the future of the commercial printing industry? Essentially, the most important thing that a professional printing company should take away from the entire situation can be summed up in just one word: Adapt. The industry is shifting away from commercial offset printing and toward digital print services, but the benefits of this change far outweigh the drawbacks. As long as businesses and individuals have advertising and marketing needs, they will require the services of a professional commercial printer.
