Printers See Reasons to be Thankful
Many Printers Are Starting to See Reasons to be Thankful. 2003 has been a difficult year for much of the industry, but...
Our recent unofficial survey of printers, both digital and conventional offset, indicates that the booming U.S. economy (8.2% GDP growth in last quarter) is beginning to trickle more dollars down to the ailing printing industry. And with economists forecasting a strong 4.2% growth rate in 2004, the outlook for most printers who have survived the extended downturn should be optimistic for the coming year.
Who's doing well? A typical profile shows a lean, aggressive company offering a range of services. Large format and very large format digital color are hot, and formed a strong base for each of the companies with whom we spoke who had growing revenues. Several indicated purchases were made at the recent SGIA/DPI show to bolster their large format capabilities.
Also doing well were companies offering digital color laser output in their mix, with Xerox 2060, 6060 and 2240 being the most popular devices among this limited sampling. And variable data is also beginning to have some impact at this level as retailers look to lower mailing costs and raise return rates. Some very aggressive promotions by printers featuring personalized mailing pieces directed at specific customers helped boost this category.
Respondents who had added small format computer-to-plate color reported strong results from that department as they moved longer runs up from their digital laser printers to offset presses.
Common Elements...
The common component of the shops doing well is flexibility in their product offerings, with a range of pure digital services in a variety of formats supplemented by some level of conventional sheetfed offset. Also noted by each was a strong prepress department and cross-training of employees that enabled shifting people to the busiest departments. And of course, strong, consistent advertising and marketing programs.
The best-managed companies are not just surviving, but are thriving in the ever-changing world of communication. Flexibility for these small to medium sized companies is key, and being flexible has given them cause to be thankful. 2004 appears to be poised to bring wider smiles to the faces of more U.S. printers.
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