For those not familiar with LinkedIn, it is an on-line networking group for professionals. Over the past five months, the LinkedIn Print Industry Networking Group has had a lively discussion on the topic “Do you think print can survive in a world of web, email and social networking?”
The nearly unanimous view is that, yes, print will survive. However, it was also clear that print, particularly print defined as ink on paper, is declining, and will continue to decline. Indeed, Bob Reichstein of Ramm Technologies hit the nail on the head: “I think the point here is ‘define survive’.” Certainly, the horse and buggy “survived” the introduction of the automobile, and tourists can still take horse and buggy rides in cities like Quebec and Montreal, but will ink on paper go the way of the horse and buggy? Will books, magazines, and commercial print follow the route of the printed newspaper?
Bob Bracht of Printing Control put his finger on it: “I think it best to segment the areas of print that are growing and those that are shrinking.” The more important question, then, is will print thrive?
Some defend ink on paper, citing the difficulties with glare reading a Kindle on the beach, or the need to turn off your electronic reader during takeoffs and landings on an airplane. Others point out numerous applications that likely will continue to use ink on paper, such as business cards, greeting cards and packaging. Some simply cite a love for the printed word and the tactile feel of paper, while others cite the environmental advantages of a printed book over an electronic one. Paper is renewable and biodegrades; electronics are not renewable and do not biodegrade. An e-reader requires power; a printed magazine does not. Of course, they are all right, but they miss the point. While electronic media do have some flaws, they also have advantages, and companies like Amazon, Google and Apple, as well as a host of others, are all working diligently to come up with improvements.
The iPad may well be the new generation e-reader, and for those who like the look and feel of a hardcover book, Twelve South has the BookBook, a leather book-like cover for your MacBook. While not heading toward zero, the trends for volume of ink on paper are clearly down for most sectors, and those that survive, and more critically those that thrive, will embrace the changes that are coming.
Several contributors suggested that while some applications like books might decline, others, like packaging will continue to grow.
However, even for packaging there was caution. As Stephen Beals of Printtoolz pointed out, CD’s are being replaced by MP3’s and there are fewer sleeves for jewel cases being printed, and as video becomes available on demand there are fewer video boxes being printed. Moreover, as we continue to import more goods from offshore, packaging printing moves offshore as well.
Yes, ink on paper will survive, but will it thrive? More important, will YOU thrive? Cleary the threats from electronic media present a challenge for the whole supply chain, and have already taken share. What can the printer do? What can the paper mill do?
Step one is to recognize the reality that change is inevitable, and then to embrace it. Those that argue that print will survive and cite its advantages over electronic media are at risk of missing the new opportunities while trying to defend the status quo.
Some successful printers have already discovered opportunities in data base management and fulfillment. Some have found niches in new print technologies. Brad Bartkus of RR Donnelley discounts some of the arguments denying the decline of ink on paper and cites the need for creativity and adaptation. He works “almost exclusively on lenticular… which is booming.” And of course there will always be a place for other high-end print techniques like embossing, spot varnishing and foil stamping.
Others, recognizing that their business is communications, are pursuing multi-media programs that exploit the synergy between email, podcast, webcast and print.
Kevin Riley of the Allied Group pointed out that salespeople will fall into two categories: some will survive “by finding some niche that still benefits from offset printing by offering low prices,” while others will “leverage knowledge, relationships, technology, etc.” and provide integrated solutions. Clearly, this latter approach will be the better way to thrive in the future.
Whether mill, paper merchant, print provider or supplier of print equipment and supplies, how will you thrive in a market where traditional ink on paper is declining? What is your greatest asset? We usually say it is our people, but then all too often focus on equipment. Is your greatest asset what you know, or who you know? Your greatest assets may well be your customers. Their needs may change and how they meet those needs may change, but if you continue to provide solutions, you will thrive.
Become a LinkedIn member if you’re not already, and read the full Will Print Survive discussion.
Jack Miller is Principal Consultant, Market-Intell, a supplier of strategic consulting and “Need to Know”TM market intelligence in paper, print and packaging. Contact jack.miller@market-intell.com.
