Print is under siege from new media, but with intelligent adaptations to new business imperatives, printers have every chance of not only surviving but thriving, said print commentator Andy McCourt at the Print 20//20 briefing dinner held by the Printing Industries Association of Australia (PIAA) in Sydney this week. Over 100 PIAA members and guests attended the dinner at Bicentennial Park.
McCourt (pictured) likened some commentators on print to the ‘Four Horsemen of the Apocalypse’ in their attacks on the medium, but dismissed them with arguments based on industry statistics which show that print use is indeed still growing, though in new directions.
The Four Horsemen of the Apocalypse were named by McCourt as Rupert Murdoch for his prediction of the death of printed newspapers, Arnold Schwarzenegger for his statement that California will phase out printed text books in schools, British MP Dan Rogerson for complaining that the UK government’s Digital Future report was printed, and Google.
McCourt showed that while print is growing – total industry growth from 2002 to 2007 was 9.8 per cent, according to PIRA – that growth was coming in digital print rather than offset printing. Total toner digital print in that time grew by 143 per cent, while inkjet grew by 91 per cent. PIRA predictions show that from 2007 to 2012 total print growth will reach 5.5 per cent and digital print will grow by 105 per cent, but offset print will decline by 5.7 per cent.
Therein lies a clear message for printers, according to McCourt. Those companies which move to digital technologies – often in tandem with offset – and that incorporate new media trends such as social media into their product offerings, as well as adapting their production to environmental best practice, will see the rewards.
“We cannot keep doing what we did last century and survive,” he said. “A printing tornado has begun … The more we can add online capabilities into print, the better … And whatever you offer, be green about it.”
Direct marketing using advanced database skills, in order to effectively analyse information and utilise it to precisely target potential customers for print clients, will provide myriad opportunities for printers, said McCourt. While direct marketing has gained a poor reputation among many of its traditional users – largely for its very low response rates – variable data print and complementary use of other media such as PURLs, SMS and social media, can provide much higher response rates and long-term success for both printer and customer.
These opportunities are not restricted to large print companies with large financial and technology resources. Most small businesses have databases which can be used to mutual advantage.
“Databases are out there and they can be mined. Even hairdressers have databases,” McCourt said.
In other words, printers now have to be more than just printers. Many of the most successful print companies no longer call themselves printers, but communications companies.
“Use print to attract, and the internet to interact,” said McCourt. “Data is the lifeblood of the print industry today.”
Other print business opportunities present themselves in photobooks – he gave the example of 800,000 senior citizens in NSW alone who are prime customers for photobooks, but have not been targeted effectively – as well as print audits for clients, personalised greeting cards, and personalised activity or adventure marketing based on customer preferences.
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