Business Challenges and Critical Issues in the Commercial Printing Industry

By all accounts, the commercial printing industry is at a critical juncture. Print is no longer the only affordable option for a mass advertising campaign, and customers are demanding greater personal attention, lower prices and faster turnaround times. Anyone who works in the field of commercial printing must stay abreast of the latest news and developments, including all relevant challenges, in order to sidestep the dangers inherent in creating a niche in a rapidly changing industry.

Two of the most critical issues currently being faced by commercial printers are the current economic downturn and the rising costs of paper and ink. The fate of the printing industry is closely tied to the well-being of the economy as a whole; namely, when businesses begin to falter due to a poor economic environment and decreased consumer demand, their need for commercial printing services can plummet. Advertising is closely tied to the stock market, consumer confidence and the economy as a whole, and commercial printers depend on advertising for a great deal of their business. Similarly, printers rely on basic supplies such as paper, resins and inks in order to create printed material for customers. As prices for all three begin to rise, many commercial printing companies are feeling the pinch and passing the increased costs on to customers – who may, in turn, decide that they simply cannot afford their usual print advertising campaign. It’s a vicious cycle, and one that printers must take care to avoid as much as possible.

In addition to these two critical issues, here are several other business challenges currently facing the commercial printing industry:

• The decline of print. As the Internet gains in popularity and handheld electronic devices make digital media more accessible and portable than ever before, print marketing is in danger of becoming extinct. Everything from catalogs and mass mailings to annual reports and official documents can now be found online. While there will likely always be a place for printed materials, it’s hard to ignore the implications of this cultural revolution.

• Higher quality desktop printers. More companies and individuals are choosing to keep their printing operations in house rather than outsourcing to a professional printer. Desktop printers are now easier to use than ever, and able to produce a better quality output as well. According to one industry report, the use of desktop color printers could grow by as much as 10 percent each year.

• The transition to digital equipment. Commercial printing companies that have not yet invested in the necessary technology, including digital presses, now find themselves at a disadvantage, as consumers begin to demand lower prices and faster turnaround times.

• Consumer demand for one-day turnaround. The Printing Industries of America estimates that, by the end of 2010, 30% of all printing jobs will be completed in one day or less. This forces commercial printers to find new and innovative ways to expedite the printing process without increasing costs or compromising on quality.

Clearly, commercial printers face many challenges in the years to come. Yet with a bit of ingenuity, these challenges can be overcome, and the printing industry can become a new and vital force in the twenty-first century marketplace.