Printing trends indicate that the sustainability of the industry hinges on integration with other channels.
So said Craig Lewis, corporate printing business development manager for Ricoh Europe, who added: "Print runs are getting smaller globally with more and more companies moving into the digital media space where documents that previously could be printed for marketing or personal purposes can now just be sent electronically."
Yet, observes Lewis, the rapid growth of digital communications presents challenges and opportunities for the print industry.
"The question here remains, how do different segments in the printing industry expand on the core of their offerings and adapt to the way customers are choosing to consume the media?" asks Lewis.
Lewis points to the book market, which, he says, remains a key revenue generator for publishers.
"Today's marketing trends dictate that interaction goes beyond the printed page. As the printed book versus e-book debate rages on, sales of printed books continue faring relatively well. While e-textbooks are becoming increasingly popular, the unique way in which readers can connect with printed text is still very appealing, especially with students."
Lewis explains that publishers have the opportunity to take advantage of this trend by marketing their traditional print media offerings, which students already prefer, with customisable options for geographic regions and various universities.
"For example, digital inkjet production capabilities greatly appeal to academic institutions that want to provide customisable options like versioning and variable data publishing in research journals," adds Lewis.
He adds that printers can provide value-added services, mainly through marketing, where customers can decide whether to print or send their campaigns through digital channels or hold high-volume documents in the cloud and print per demand.
"This way, the print industry can further provide Web-based portals for ordering, customising and managing their customers' marketing assets."
As an example, Lewis mentions Ricoh's Clickable Paper technology, which is designed to revolutionise the page-to-online experience. "Clickable Paper is a cross-media platform that connects printed materials to online resources using image recognition software. This enables consumers to receive related online content simply by pointing a smartphone at any printed surface."
The technology, remarks Lewis, can be used with any kind of printed media (newspapers, magazines, direct mail, books, brochures and posters) to deliver all types of digital information or services (multimedia content, Web sites, e-commerce services and social networks).
"Competition from electronic channels is reshaping the use of print and the production methods to deliver it. Redefining print's role will require investment in workflow automation enhancements that improve productivity, delivery speed and cost.
The solution employed by printers, he concludes, shouldincorporate a comprehensive set of integrated print technologies to streamline print jobs, customer communications and mail delivery requirements.
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