Commercial printers expand into new segments, markets, and products. A movie.
INT. CONFERENCE ROOM – DAY
A real estate agent interviews a potential home buyer.
Real Estate Agent:
“So, you’re a commercial printer. What exactly do you do then?”
INT. WIDE PAN TO BUYER (SAME ROOM) – DAY
We print. You know, brochures, and booklets, and manuals and menus. Well, we also so large format graphics, like the signs at the zoo; we do those. Oh, we also print really high-end boxes for companies that have prestige products, and books and all kinds of educational materials, and inserts for product packaging, and labels, and all the digital marketing services associated with the campaigns our customers do. Oh, and we mail hundreds of thousands of pieces a day and manage outsourced in-plant operations and produce and mail financial statements. You know, that kind of stuff.
The camera moves back to the real estate agent, looking bored.
Real Estate Agent:
“We’re going to just say ‘Commercial Printer.’ on the form, OK Mr. Barker?”
And that’s exactly what is happening as commercial printing operations look at expanding into new markets, segments, and product offerings.
Based on NAPCO research across 500 printing company respondents, 81% believed that expansion will accelerate in the next five years. 28% say it will be significant.
Convergence in the Print Industry: UNDERSTANDING GROWTH OPPORTUNITIES AND COMPETITION – Jan 2018
Driven by customers who want one-stop production resources plus shorter and shorter turnaround times. Printers are finding
From the same print market white paper:
“This data — more than 9 out of 10 printers who believe segment expansion is occurring — tell us the perception throughout the industry is that the migration and convergence crossover into new products and services will continue to occur in significant ways across all printer segments. The traditional distinctions that had separated different types of printers will continue to blur as printers seek to expand into additional, and potentially more profitable, product and service offerings.”