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Printing Industry Exchange (printindustry.com) is pleased to have Steven Waxman writing and managing the Printing Industry Blog. As a printing consultant, Steven teaches corporations how to save money buying printing, brokers printing services, and teaches prepress techniques. Steven has been in the printing industry for thirty-three years working as a writer, editor, print buyer, photographer, graphic designer, art director, and production manager.

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Custom Printing: Future Directions for Digital Printing

I read an interesting article today, sort of a State of the Union address but for digital printing rather than politics.

The article was entitled “10 Important Considerations Print Service Providers Should Think About in 2019.” Written by Barbara A. Pellow, this article was printed online on 02/15/19 on www.piworld.com under the heading “Digital Success.”

“10 Important Considerations Print Service Providers Should Think About in 2019” comprises a number of assessments by three luminaries in the printing world: Marco Boer, vice president of IT Strategies at Green Harbor Publications, Jim Hamilton, publisher at Green Harbor Publications, and the author of the article, Barbara Pellow. The venue for this discussion was a Printing Impressions webinar.

(First of all, I have been reading Printing Impressions since I was an art director back in the early 1990s. I consider it a major source of commercial printing industry information. Much of what I now know about custom printing I learned from reading this magazine.)

So when I found this article and saw that it addressed future trends for digital commercial printing, I was excited.

What I Learned

Here are the ten considerations put forth by “10 Important Considerations Print Service Providers Should Think About in 2019” and some of my thoughts in response:

    From Marco Boer

  1. “Skill Acquisition.” This implies the opposite of a tight labor market. Printing professionals are older than the average worker. That is, in all industries, according to Boer, the average age is 42, but in commercial printing the average age is 48. This means these printing professionals are approaching retirement age, when they will leave the workforce. Since commercial printing (whether digital, offset, flexographic, or any other technology) is highly technical, and since successful workers must have a deep understanding of a number of disciplines, it is essential that print service providers seek out individuals with a broad knowledge base. If they don’t, they will be caught short. From the point of view of the workers, this bodes well for job availability. Presumably, jobs are out there for knowledgeable, productive workers. And, yet, Boer also mentions automation. However, given the broad knowledge requirements in the field, I think well-trained individuals will still be in high demand.
  2. “Customer Demands Are Shifting.” Boer notes that it’s not enough to offer the lowest price and highest quality in digital printing. Print service providers who want to thrive must “provide customers with high value add with ultra-efficiency” (“10 Important Considerations Print Service Providers Should Think About in 2019”). As I interpret this statement, providers need to help clients achieve their business goals (strategic and financial) in addition to just putting ink on paper. (This might involve helping clients coordinate marketing collateral with an online presence as well as printed signage for a convention, in order to help the client present a unified brand image across multiple chanels.)
  3. “Look at Page Growth Opportunities.” Boer notes that “Digital print versus conventional print still represents a very small percentage of the overall market. While there has been some traction with digital print in transactional print, direct mail, marketing collateral, books, and specialty wide-format graphics, the movement to customization and micro-runs will drive even greater activity in catalogs, magazines, and all forms of packaging” (“10 Important Considerations Print Service Providers Should Think About in 2019”). To me, it’s very encouraging that digital printing of both periodicals and packaging has room to grow. This bodes well for print service providers and workers, and it implies that magazines and catalogs are not dead.
  4. From Jim Hamilton

  5. “Wide-Format.” Hamilton encourages print service providers to tie large format graphics, such as trade show graphics, into jobs they’re already printing for clients, such as brochures. Helping tie multiple printing products together in a unified campaign is a “value add,” to quote Boer (from #2 above). Hamilton notes that due to the “faster speeds, affordability, and convenience” (“10 Important Considerations Print Service Providers Should Think About in 2019”) of the technology, the time is ripe.
  6. “Digital Packaging.” Hamilton notes that “digital printing is the next frontier for packaging production, and brands and package printers/converters are capitalizing on its efficiency, speed-to-market, and customization/personalization advantages” (“10 Important Considerations Print Service Providers Should Think About in 2019”). What this means is that brands can produce much smaller press runs (no need for the huge carton-printing press runs required to offset print and then laminate liners to corrugated fluting). Smaller press runs can accommodate product runs for small artisan breweries, for instance. They also allow for direct communication with customers, since the digital packaging can be targeted to smaller groups or even individuals. Digital packaging eliminates the need for generic promotion that might be irrelevant (or irritating) to the customer.
  7. “Enhancing Print.” Hamilton addresses finishing in this point of consideration. Print service providers can add value to digital printing (monochrome and color) by including such services as “cutting/trimming, stapling/stitching, folding, binding, foil stamping, diecutting, embossing, laminating, spot and flood gloss” (“10 Important Considerations Print Service Providers Should Think About in 2019”). In addition, Hamilton suggests widening the color gamut from traditional 4-color process ink by adding additional colors and focusing more on short print runs and personalization.
  8. From Barbara Pellow

  9. Pellow reiterates the importance of focusing marketing materials on individuals and not on a generic market, particularly since digital printing makes this cost effective. Moreover, she sees the importance of print service providers’ helping clients tie together a number of marketing channels to make sure the message is consistent, understandable, and relevant to potential customers.
  10. “All Channels On.” Pellow thinks print service providers should “support customers in moving seamlessly across all channels” (“10 Important Considerations Print Service Providers Should Think About in 2019”). In this particular instance, Pellow, I think, is articulating the need to not only bring together print and digital communication, but also to do this in an aesthetically striking and persuasive manner. Repetition reinforces a buying decision. If a customer sees a brand message in a print brochure, and then in an online email advertisement (and if the information is relevant to her/him), there is a greater chance that she/he will respond to the brand message. Helping tie the brand messages together across multiple channels is a useful service printers can offer.
  11. “Print Drives Digital.” Pellow makes it clear that print is not going away. Print and digital enhance one another in promoting sales growth. They are not enemies. In fact, print products are very effective in driving customers to digital media to further the conversation with a brand. Therefore, Pellow notes that providers should “understand how to integrate print with Augmented Reality, QR codes, NFC tags, and social and mobile channels” (“10 Important Considerations Print Service Providers Should Think About in 2019”).
  12. Finally, all three speakers in the webinar agree that improving the quality and efficiency of operations should be an essential, full-time goal of all print service providers. This includes “understanding your cost base [and] getting the workflow right” (“10 Important Considerations Print Service Providers Should Think About in 2019”).

What You Can Learn from This Article

  1. This article is very heartening. It means there are jobs out there for knowledgeable and skilled designers, printers, and pre-press personnel, as well as print sales professionals. The field is growing.
  2. Always focus on improving your skills and knowledge base. This will keep you relevant.
  3. Help clients tie together multiple sales channels in ways that target the end customer directly, providing useful (not generic) information.
  4. Focus not on putting ink on paper but on helping clients with their overall marketing, production, and sales goals.

2 Responses to “Custom Printing: Future Directions for Digital Printing”

  1. Frank says:

    Digital technology and the Internet have created the most powerful instrument for the … of knowledge since the invention of moveable type for printing.

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