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It’s no secret that our world is becoming more and more digital by the year. This might leave some wondering if the traditional paper-to-ink-printing will survive. We feel confident that it will.
So far, the printing industry has stood the test of time but not without having to adopt new technologies. The secret to surviving this digital surge has been to become multi-faceted, not simply multi-channel.
Emerging Trends in the Printing Industry
The key to survival is staying up to date with new inventions and adopting them at the right time. There are thousands of innovations going on around the world aimed to strengthen the technology of the printing industry.
Currently, web to print, also known as online ordering, is a main source of earning for printing companies. It easily allows businesses to place print orders from an online supplier and have it shipped to their location.
Printing Trends That Are Still Very Much Alive
Direct mail is still very much a thing. In fact, the average response rate for direct mail sits at 9% which is a big jump from the 0.12% response to emails. To order those flyers you need a commercial printing company. And there are numerous benefits to using your local printing company.
What Does a Successful Printing Company Look Like?
Today’s successful printing companies are smart about how they are structuring their business. They stack their team with brilliant people who can create new ideas and open new ways of staying ahead of the trends.
The knowledge of digital marketing and the branding of new products is key. So, new blood in these organizations bring motivation where new ideas will float for making profits better.
There’s No “I” in Team
Successful printing companies create business relationships among all departments of the organization. This blending creates an empowering and creative atmosphere for the editors, writers, designers and readers to share their ideas and feelings and invent new ideas for the business.
These infrastructure characteristics are sure to set printing companies apart and help them survive in our digital world.
Many newspapers have been revising content in order to target a more specific—and generally younger—audience. We have learned that the general population wants their news delivered in bite-sized packages. Serious, high-quality print media can also rub shoulders with digital media successfully on channels such as Snapchat.
In an age of fake news and filter bubbles, serious print media brands are now directing their print to younger readers with enquiring minds. They’re targeting those who are interested in hard copy media and want beacons of truth to turn to on digital platforms.
A New Generation
The thought that a new generation of readers interested in both credible media and the appeal of retro print media was reinforced by Francesco Franchi, Managing Editor of La Republica.
Franchi was responsible for launching a new print magazine section in the Italian paper called Robinson. Robinson is a celebration of retro design. It deliberately mixes up journalistic styles, visuals, and subject matter. The ambition was to create something cool that young readers will want to be seen with. In other words an intellectual accessory and a classic tale of the industry adapting to the trends.
Is the Printing Industry Declining?
The printing industry is not immune to digital disruption, but it will thrive by focusing on core engineering efficiencies to create a competitive advantage. Expanding outside partnerships and innovating to create new products and services is oh-so-important.
In the upcoming decade – flexibility and a willingness to experiment with new methods will likely be the factors that determine whether a newspaper, for example, survives or falters.
Yes, the news industry has had a rough decade. Print readership is steadily declining, newspapers are closing, and journalists with decades of experience are being laid off. But just as other sectors, such as food and music, have swung from instant consumption and disposability back towards quality and authenticity, perhaps print media is swinging back from the brink.