Comments on: 2023: A Year of Highs, Lows, and Costly In-Betweens for the Print Industry https://printmediacentr.com/2023-a-year-of-highs-lows-and-costly-in-betweens-for-the-print-industry/ Print Long and Prosper | The Printerverse Wed, 04 Dec 2024 07:15:42 +0000 hourly 1 https://wordpress.org/?v=6.7.3 By: Deborah Corn https://printmediacentr.com/2023-a-year-of-highs-lows-and-costly-in-betweens-for-the-print-industry/#comment-53583 Fri, 15 Dec 2023 18:30:38 +0000 https://printmediacentr.com/?p=40583#comment-53583 In reply to Jacob Aizikowitz.

Hi Jacob and thanks for sharing your thoughts. I do agree that printers must look for new ways to find and seize opportunities to support customers with print. But I dont see that as growth – overall – for the industry. The print spend pie is just being divided up differently, it isn’t getting bigger. Packaging is up, publishing is down. Direct Mail is up, bills and statements are down. Putting cards in packages wont move the needle for the industry to claim growth, but it certainly matters to the Print Business whose sales may go up because they have that work.

]]> By: Jacob Aizikowitz https://printmediacentr.com/2023-a-year-of-highs-lows-and-costly-in-betweens-for-the-print-industry/#comment-53509 Tue, 12 Dec 2023 19:35:38 +0000 https://printmediacentr.com/?p=40583#comment-53509 Many valuable and insightful observations. I want to expand on two:
1. Print is declining.
While valid, we must open the aperture and see print in labels, packaging, and similar. Also, the trend is towards top quality, which is high value, especially as it is part of an individualized customer experience (which also leads to insight into multichannel). Even in packaging, its not just what is printed on the outside, it is also about the opening experience and what kind of attractive and engaging leaflets or postcards are part of the experience. So, I feel that with a broader aperture, we can see growth in printing.

2. The need to play in a multi-channel / omnichannel context.
It is so fundamentally true also because the clients of print — the marketing or communications executives in the brands — are digital natives. They would prefer a provider of print that speaks their language and knows how to work with data and scripting the way the digital world does that. Not to mention the requirement to deliver creative personalization or massive customization the way it is done in the digital media world.

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