Targeted, Personalized Services and Web-to-Print Expected to Grow Fastest

By Andrew Paparozzi
In April 7, 2010

Variable-content digital printing, static-content digital printing, Web-to-print, 1:1 marketing programs, and database management head the list of services NAPL State of the Industry participant expect to grow fastest over the next three years. Four-or-more-color lithography ranked 10thTwo-color/black-and-white lithography didn’t make the list.

None of that means lithography is dead. The goal for many State of the Industry participants is to complement lithography with services that support personalized, targeted communication programs as opposed to transactional print jobs. They idea is to grow—and to get a bigger share of a lithographic market that is never going to be what it was—by getting involved in clients’ work earlier, staying involved longer, and satisfying a broader range of their communications needs. 

It’s an idea shared across our industry: As the table below shows, from small companies to large the similarities in services expected to grow fastest are far more significant than the differences. The challenge is understanding what’s really necessary to succeed in these markets. As discussed in State of the Industry: Strategic Perspective 2010, it’s about a lot more than just getting into them.

 Grow Fastest

 

Andrew Paparozzi

Epicomm's Andrew Paparozzi, Vice President/Chief Economist, is well-known for his accurate and thoughtful discussions on the economy and US commercial printing industry. A foremost author and speaker on economic business trends in the printing industry, Paparozzi heads Epicomm's Printing Economic Research Center.

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