People have been predicting the death of print for some time. This couldn’t be further from the truth. Print is alive and well.
While the landscape is definitely changing to digital platforms, mobile devices, smaller print runs, on-demand printing, and more customization and personalization, many print service providers are thriving in today’s competitive market. Two markets are already taking advantage of remarkable print opportunities - direct mail and book publishing.
According to the Direct Marketing Association, the direct mail industry is the second-largest channel for ad spend in the US. Print offers a unique, tactile, successful way to break through the digital advertising clutter. Print’s response rates put the most popular online channels to shame.
Books make up to 60% of all publishing. Despite the disruption of digital media, printed books have proved to be extremely resilient. Investment in digital printing has kept these print market segments so vital - specifically, production inkjet. Inkjet is one of the fastest-growing print technologies, projected to increase to 13% of the total print market by 2023.