40 ■ October 3, 2010 • GRAPH EXPO Digital Directions
Quick and small commercial printers are turning to digital printing but the key to success is still business savvy
By Bob Hall I
n the 2010 Forecast from the Print- ing Industries of America, it was pointed out that the digital and offset worlds were destined to coex- ist in the quick and small commer- cial industry segment for some time to come. “Today’s quick and small com- mercial printers live in a hybrid world that accommodates both offset and digital. They also live in a world that boasts more potentially significant prof- it centers such as wide-format, mailing services, ad specialties, marketing ser- vices, multi-media, etc. It doesn’t take much of a crystal ball to predict that these new profit centers will continue to grow as this industry segment moves to offer more than just ink or toner on paper. Those printers who grasp these opportunities will be the ones who will outperform those who do not.”
Growth Areas NAPL’s recently released 2010 Stra-
tegic Perspective seems to support that observation. Among the areas it thinks are most likely to grow are: • Variable Digital Printing (64.7%) • Web-to-Print (40.6%) • 1:1 Marketing (39%) • Static Digital Printing (38.5%) • Database Management (27.3%) • Fulfillment (27.3%) • Mailing Services (24.6%) • Wide-Format (23.5%) • Art/Design/Creative (19.3%) These are all the hot button topics for printers looking to expand their offer- ings from traditional ink on paper and GRAPH EXPO 2010 has exhibitors eager to demonstrate how printers can make money in each of these areas. Printers also expect growth in other areas with four-color lithography (16%), digital asset management (14.4%), and Web page creating and hosting (13.9%). Only 6.3% see growth in copying and duplicating, while 5.3% predict growth in facilities management and 5.3% see growth in bindery and finishing. The overriding trend among quick and small commercial printers is the changing balance of offset and digital. In the 1990s, digital accounted for only 8% of revenue industry wide. By 2012 NAPL projects it will account for 45.3% of revenue compared to 51.3% for offset lithography. That NAPL data applies to printers of all sizes, although the majority of NAPL members fall into the small commercial category. Some indus- try observers even predict that by 2012 digital is likely to surpass offset litho- graph in the quick and small commercial segment. That’s not to say that offset will
go away, but as time goes by it will play more of a supporting role to digital. Not surprisingly, companies with their digital skin in the game see this same scenario. Derrick Doi, Xerox VP of Quick/Franchise Print, noted recently in Quick Printing: “Long run print jobs will continue to be run on offset, but with the increasing desire for print on demand and personalized communica- tion digital printing becomes the prin- ciple technology the industry turns to.” Kevin Kern, Konica Minolta VP of
marketing, says “It is difficult to say that offset printing will be complete- ly replaced by digital, however, the remaining offset advantages are clearly being challenged by both technology and end user behavior.” Finally, Forrest Leighton, director of product marketing with Canon’s ISG Production Systems believes that “as digital devices become more robust and consumer demand requires greater output differentiation, we will see more volume transition from offset to other
technologies. In the foreseeable future, we expect that offset will hold a smaller piece of the market than it does today.”
Skill sets matter Times have been tough, but the chal- lenges are different for quick and small commercial printers. As NAPL noted in its spring 2010 report, Quick and Small Commercial Printer Trends, all printers do not deal with crises in the same way. “Success in any market—even hot mar- kets like variable-content digital, static- content digital, and Web-to-print—still hinges on individual company initiatives and execution—i.e. far more on what you do than on what the market does.” We may be seeing some economic
improvement, but even with an improv- ing market, there sadly will be a per- centage of quick and small commercial printers who may not survive in the long run. As QP columnist John Stewart, who authored the latest NAPL/NAQP Finan- cial Benchmarking Study for Quick and Small Commercial Printers, says: “The
Official Show Daily • Cygnus Graphics Media
differences in how owners of similar size companies manage their key operating ratios is nothing short of startling. Profit- ability in the industry ranges from -2% to companies reporting owner’s compensa- tion of 25% or more.”
While digital equipment and capa- bilities will continue to migrate into our industry segment, management tools and training will become increasingly important, as will association and peer group resources. As always, it is the best business people, not necessarily the best printers, who will win.
Bob Hall is Executive Editor of the Cygnus Graphics Media Group, which includes Quick Printing, Printing News, and Wide-Format Imaging. He has cov- ered the quick and small commercial industry for more than 22 years.
QUICK PRINT SEMINAR
Sunday, October 3, 8:30-10:00 am
Keep It Real—Essential Steps for Quick and Small Commercial Print- ers – Sponsored by Quick Printing magazine and NAQP Room S504, McCormick Place Suth
Enfocus Booth Promotion G
New Enfocus campaign and booth contest
RAPH EXPO marks the first venue where attendees and exhibitors alike will experience the “new face”
(or faces) of Enfocus via its recently launched communications campaign called “You First.” Attendees also get the chance to take part in Enfocus’ newest promotion, which kicks off this year at GRAPH EXPO (booth #217). It’s simple, it’s fun and the reward is even greater. To celebrate existing customers and new faces alike, the company is hosting a fun and reward- ing contest at its booth called “Show Us Your Enfocus.” Here’s how it works: Attend a new product demonstration lead by some of the most knowledgeable experts in the field, at booth #217. Once the demo is complete, you’ll receive a free t-shirt from Enfocus. Next, during or after the show, wear your t-shirt and snap a picture of yourself somewhere unique, off-the-wall, fun and entertaining. Become a fan of Enfocus on Facebook and post your photo there:
www.facebook.com/ EnfocusSW. Enfocus Facebook fans will have the chance to “like” each photo as they choose. The photo with
the most votes (or “likes”) gets you $1,000 cash!
You first The Show Us Your Enfocus contest is just one engaging facet of the com- pany’s newest communications cam- paign. Called “You First,” the cam- paign focuses on what Enfocus has been known for since the company’s establishment in 1993—putting cus- tomers first.
Enfocus has always listened intently to customer feedback to produce the most cutting edge technology and incorporating the most desired fea- tures by those using them. User expe- rience and market requirements— obtained directly from individuals and organizations—are intrinsic to Enfo- cus’ existence.
Dozens of online discussion forums, blogs and commentary areas are all places where the Enfocus suite of products and services are continuous- ly discussed. The list of venues where professionals who use, or are consid- ering use of Enfocus and other graphic arts solutions, is growing every day. To further keep the feedback loop current and active, Enfocus regularly
surveys the market, including custom- ers and non-customers, to ensure the technology being produced match- es exactly what the current—and foreseeable future—marketplace is demanding. Also an activity for which the com-
pany is known well is its advisory councils. Held numerous times over the course of a year, these events run from several hours to several days. Industry experts, resellers, customers, analysts, partners and the press are brought in alone or in combination, to hear plans and then tell the company how, if necessary, to change them. From functionality through to market positioning, Enfocus is about doing what’s good for the customer. And, of course, there is no substi- tute for one-on-one, personal contact. Enfocus relies on this primary, essen- tial dialog on a daily basis; gained over the phone, via email and in person.
Be sure to visit Enfocus booth #217 in person to experience this one-to- one model the company is so proud of. Visit
www.enfocus.com for more information about the company and its newest product announcements.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64