Consumer sentiment is expected to pick up in 2010 and general business conditions should improve. It is hoped this “brighter” outlook will translate into sales growth for most printers. Of course, more sales do not necessarily mean more profit, so the challenge to improve margins will remain.

Regardless of the economic outlook, make no mistake, our industry is under enormous structural pressure. Print (and post) is being widely attacked on the environmental, cost and effectiveness fronts, and this is impacting on volumes. The industry needs to do whatever it can to change the perception of print as “old media” and an easy cost centre to trim.

We have the information, and practical examples of just how sustainable and effective print is. What we need now is the industry will, and clear and funded strategies, to turn things around. In 2010 and beyond, we see that printers will have to either become “extremely” lean manufacturers (through cost efficiencies and mergers) or become “value-add” communication service providers with a suite of profitable creative services including, but not limited to, print.

There are great opportunities for printers and the industry to reposition print in the communications mix. Print needs to press its claims as an integral part of multichannel marketing and we should make 2010 the year print fights back.

GASAA stands ready to work with industry bodies and thought leaders to present a single political and public voice, while continuing to provide valued, low-cost and well-targeted services to members. With planning, one united voice can be achieved to represent all in the industry, while at the same time supporting a smaller number of very effective membership bodies for those wishing to join.

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