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PIA Economist Encourages Focus on Print Logistics

October 10, 2011
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Ron Davis, VP and Chief Economist with Printing Industries of America, has released a financial report, called Competing for Print's Thriving Future, that focuses on the long-term future of print and print markets. According to the PIA, the report identifies what it defines as “Print logistics” as the only clear positive direction for a printing company’s market longevity and viability.

The US$99 report breaks down print products and services into three different categories: 1. Print intended to communicate factual information (like magazines, newspapers and books); 2. Print providing product logistics to manufactured products (like packaging, labels, and wrappers); and 3. Print intended to promote or sell products or services (like catalogues, direct mail and brochures).


Of the three functions, the PIA states that only “Print logistics” is not subject to competition and substitution by digital media. Conversely, the “Print inform or communicate” categories are subject to the highest risk of substitution from digital media, while “Print marketing” is somewhere in the middle.

“The key conclusion from this analysis is that there can be a very positive future for print and printers. Today’s printers that are aware of the emerging industry environment and crucial business strategies and tactics have a very bright future,” stated Ron Davis. “Even if a pessimistic scenario were to unfold, on a per-plant basis, the surviving firms would still experience sales growth in two of the three major functional categories.

“The graphic communications industry is facing very serious challenges at this time, but that doesn’t mean there isn't a lot of life and opportunity in our future. Printers can create their own positive future by understanding and taking advantage of the emerging changes.”

More on the report can be found on PIA’s website

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