Printing Impressions recently asked printers representing five key markets within the overall commercial printing segment how they viewed those markets five years ahead. Their responses provide individualized views on how they view future market engagement. Read down below what printers predict the key commercial printing markets will look like five years from now…
Market: General Commercial Printing
Cris SoRelle, CEO at Pioneer Press (Greeley, Colorado), says, “the commercial printing industry is going to have a tough next five years.” Moving forward, he sees big changes in the market, and anticipates a recession later in the decade. “You’ll see the healthiest companies survive. I’m pretty confident we’re one of them. We’ve been able to grow through the challenges.”
Market: Direct Mail
Bruce Mandell, owner of Data-Mail (Newington, Connecticut), says, “I’m optimistic that five years from now, direct mail will continue as a method for acquisition growth.” He says he doesn’t currently see anything else that will remove direct mail from its current position. As for the work being done, Mandell sees an increased use of color as printers adapt to new technologies, and continued creative approaches by agencies. Regarding the use of AI, he adds, “I hope five years from now, we’ll be able to target individuals in a more efficient way.”
For Christina Esparza, vice president of operations at InfoIMAGE (Coppell, Texas), how that market looks moving forward may depend on changes in legislation, particularly HP 1807, which would allow financial institutions to send regulatory document electronically. She says some states and principalities are also looking to legislate mail opt-outs as a default, which could profoundly affect the way transactional communications, such as statements, are delivered. “Long-term,” she says, “we’re going to see changes in the amount of communications that can be sent [by mail], so the value of printed pieces will need to be higher.”
Michael Berning Jr., vice president of sales and marketing at Jos. Berning Printing (Cincinnati, Ohio) thinks the company’s nonprofit clients will begin to pull away from a misconception that “fancy” looking printing will lead donors to assume a nonprofit is not spending responsibly. “In five years,” he says, “we will continue to debunk those thoughts. I’m excited about this market pushing the envelope (pun intended), and seeking out the coolest finishing and effects we have to offer.” He says new processes and techniques are becoming more economical to use and offer nonprofits the opportunity to increase their marketing and fundraising ROIs.
“We will see a lot more targeted electronic delivery that will slowly reduce paper volume,” says Cleve Shultz, CEO and president of Data Media Associates (Alpharetta, Georgia). While he says the motivation for e-delivery is to remove cost and increase engagement, he says the transition “isn’t going to happen overnight – it will be a slow adoption over different parts of the population.” Moving forward, Shultz sees e-contact as a more cost-effective precursor to print, which will serve as a follow-up.
This is what printers predict the key commercial printing markets will look like five years from now.
You can read more news from DynamicsPrint and the printing industry by visiting the link below.
Sep 20 2023
Sep 14 2023
Sep 6 2023
Aug 15 2023
Jul 13 2023
Jul 11 2023
Jun 27 2023
Jun 21 2023
Jun 19 2023
Jun 13 2023
Jun 9 2023
Jun 6 2023
Oct 5 2022
Oct 5 2022
Sep 25 2022
Sep 20 2022
Sep 10 2022
Mar 1 2022
Feb 1 2022
“The professional and highly skilled DynamicsPrint team led the implementation to develop the expertise internally at DCM with a team of Subject Matter Experts from each of the specialized print production areas. DynamicsPrint’s expertise regarding the system and the industry was instrumental to ensuring the configurations were done properly. As this is a highly configurable solution, the approach and implementation was very well structured and ensured that the team worked from the basic setups to the more complex setups with a pace that was manageable and retainable.
DynamicsPrint adjusted the resource requirements to accommodate both technical and functional areas of expertise as needed throughout the project, providing best practice directives to ensure that the proper approach was being followed.”
Karen Redfern, VP Operations Technology
“I just wanted to let you know how happy I am with DynamicsPrint and the support you have given KP San Leandro since our launch. The seemingly endless set of tools available really help us run and improve our business.
The visibility into job statuses, P&L, and the ability to create and manage cues that give our team a personalized look into their own area of responsibility have become essential to our business model. I can’t even imagine going back to our old system. Thanks to the DynamicsPrint team for all your help and support.”
Mark Floyd, Division Director
KP Corp. San Leandro, USA
“The implementation was carried out to our complete satisfaction and lived up to all our expectations. DynamicsPrint consultants and developers had a clear understanding of our problems, and the design and implementation went smoothly.
The system fully meets our expectations and saves considerable time and consequently money, in all the administration routines. In particular the estimation program is doing a great job with quick and accurate estimates for even very complex jobs, and the order calculation gives us all the necessary information in order to minimize errors and produce by best practice all the time.”
Michael Dvinge, IT Manager
Stibo Graphic, Denmark