For all the rationalisation, mergers and acquisitions that have taken place, the demand for print has largely remained in line with GDP (Gross Domestic Product). As GDP has risen, so has the volume of print but how the printing pie has been cut up and the number of mouths getting what could be considered a fair share has perhaps dropped.
The next couple of years many economists are suggesting we may see some of the toughest trading conditions seen since the late 1970s, but economists are invariably wrong and it is fair bet that they will be wrong for attributing tough trading conditions in the printing industry on the economy. Trading conditions are certain to become turbulent; how can there be stability when several manufacturers introduce presses, including long perfectors, into the marketplace capable of changing all their plates in a little over a couple of minutes, carrying out make-readies in 10 minutes or less? And to boot, web-fed digital presses producing 1800 A4s per minute.
There is another element that is certain to bring instability to our industry that has little to do with economic forces. Customer expectations are changing in a rather profound way. One of the most significant effects of the digital age is the influence on customer expectations. No, not the speed at which they expect to get the job, though that is given, it is their quality expectations; printing from the Internet has meant a huge change in perceptions of quality, strength of design and overall appearance.
Much of today’s print is related to supplying information; brochures, reports, products leaflets, general information and this is delivered usually via an office printer using 11 and 12 point sans serif type printed on white 90gsm laser type paper. The result is more than adequate, with colour where appropriate printed at 600 and 1200dpi. What we are seeing is a fundamental change in our expectations of what is appropriate. Just as wearing a tie in important meetings can seem outmoded and stuffy- print is facing a similar change, with what is ‘fit for purpose’ the new driving force. Certainly collar and tie printing will always have its place, but the situation will arise more often where a superbly produced 16 page brochure in six colours with multiple matt and spot UV overprints will look aggressive and inappropriate. You have been warned.
For more information on Press Technology or printing in general please don’t hesitate to contact us at The Printing House (Print Buying Direct)
Peter Harrison is Joint Managing Director of The Printing House Ltd of Crewe, Cheshire, UK.
Print Buying Direct is an online trading name of The Printing House Ltd., specialising in online print ordering. Our most popular products at the moment: Business Cards, Banner Stands, Flyer/Leaflet Printing, Poster Printing.
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