2015 is the 220th anniversary of the first printing press in Australia. It has also been a pretty good year for the printing industry, which made money with print technology never dreamed of in 1795. Although offset litho is still the mainstay of print production, toner and inkjet printing are making rapid inroads. In fact, the reason that the printing industry has held its own in 2015 is because of these new digital technologies. Short runs and personalisation, as well as the ability to print on different substrates, give digital methods an edge as we move into the future. The traditional print products of direct mail, promotional brochures, catalogues, periodicals, have seen some declines.

Electronic substitution continues to erode traditional print volumes. But signage and wide formal have seen growth. Packaging can only see growth because it has no electronic competitor. Flatbed inkjet has allowed us to print on board, plastics of all kinds, wood, glass, metal, ceramics, and textiles. Traditional print companies are sceptical of some of this.

Yet, many have seen new business by printing on plastics. I contend that the future of print involves esoteric substrates. Any esoteric shapes. We will use paper, but it will be only one of many substrates. I have seen secret systems buried deep in r&d labs that print on three-dimensional objects. I can envisage robot arms that help build automobiles with inkjet heads at the ends moving around shaped objects. I can envision the personalisation of sporting goods. At least six companies are working on this capability. New markets are evolving in home and business decor because we can print on carpet, glass, cloth, and ceramics. Call it functional or industrial printing but it is printing nonetheless.

The entire art market is changing as we acquire paintings (which are really printings) that match colour and decoration. These are printed on canvas or other materials. Digital printing can also deposit layers of toner or inkjet to create texture. This will take us far beyond traditional embossing. Laser diecutting creates effects. Combine these new capabilities and we go way beyond print. We help to create art. 3D printing is growing rapidly. We still do not know where the money is in this market. Many of these new capabilities can add value to print, and the wow factor is worth money.

There is not much you can do to stand out with an ad on the internet. There is no such thing as a limited edition PDF. But print can get you to say wow.

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