Your SlideShare is downloading. ×
0
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Surviving & Thriving in the North American Printing Industry
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Surviving & Thriving in the North American Printing Industry

1,859

Published on

This presentation of Richard Romano's keynote address from the Canadian Printing Industries Secor Council Forum on June 3 provides an overview of the current state of the North American printing …

This presentation of Richard Romano's keynote address from the Canadian Printing Industries Secor Council Forum on June 3 provides an overview of the current state of the North American printing industry.

A combination of economic data and qualitative media and technology trends points out the challenges the industry faces, as well as the opportunities that can help printers survive and thrive as we head toward 2020.

Published in: Business
1 Comment
2 Likes
Statistics
Notes
No Downloads
Views
Total Views
1,859
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
138
Comments
1
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • William Caxton
  • Transcript

    • 1. Surviving & Thriving in the North American Printing Industry CPISC 5th Annual Forum June 3, 2011 Richard Romano, WhatTheyThink
    • 2. William Caxton, Printer 1476—First printing press in England; printed first books in English
    • 3. William Caxton, Entrepreneur 1450–1492—Merchant, businessman, and entrepreneur
    • 4. Agenda <ul><li>Where We’ve Been </li></ul><ul><li>Where We Are </li></ul><ul><li>Where We’re Going—and Where We Should Be Going </li></ul>
    • 5. The Rear View Mirror
    • 6. Canadian Commercial Printing Shipments—1992–2010 WhatTheyThink Economics and Research Center analysis of Statistics Canada data
    • 7. Canadian Commercial Printing Shipments—2006–2010 (C$) WhatTheyThink Economics and Research Center analysis of Statistics Canada data
    • 8. U.S. Commercial Printing Shipments—2006–2011 (US$) WhatTheyThink Economics and Research Center analysis of U.S. Census Bureau data
    • 9. Canadian Commercial Printing Shipments Forecast to 2017 WhatTheyThink Economics and Research Center analysis of Statistics Canada data
    • 10. Canadian Commercial Printing Establishments—1999–2009 Statistics Canada
    • 11. Canadian Commercial Printing Establishments by Size Statistics Canada
    • 12. The View from 20,000 Feet
    • 13. Current U.S. Business Conditions, 03/11 WhatTheyThink Economics and Research Center survey, March 2011 Increased 6%+: 21% Decreased 6%+: 27%
    • 14. Top Services Increasing WhatTheyThink Economics and Research Center survey, December 2010
    • 15. Top Services Decreasing WhatTheyThink Economics and Research Center survey, December 2010
    • 16. Top Services Discontinued WhatTheyThink Economics and Research Center survey, December 2010
    • 17. Top Services To Be Added WhatTheyThink Economics and Research Center survey, December 2010
    • 18. Broadband Usage vs. Printing Shipments WhatTheyThink Economics and Research Center analysis Regression analysis (r-squared = 72%): for every additional hour of broadband time spent online at home, U.S. commercial printing volume declines by $2.00
    • 19. In Just Five Years... <ul><li>2005 </li></ul><ul><li>No Twitter (launched 2006) </li></ul><ul><li>Facebook obscure site (launched 2004) </li></ul><ul><li>No iPhone (launched 2007) </li></ul><ul><li>No iPad (launched 2010) </li></ul>
    • 20. In Just Five Years... <ul><li>2010 </li></ul><ul><li>106+ million Twitter users </li></ul><ul><li>500+ million Facebook users </li></ul><ul><li>50+ million iPhones sold </li></ul><ul><li>10+ million iPads sold </li></ul>
    • 21. Media Madness
    • 22. Traditional Media Spending Traditional media: Directories, magazines, newspapers, outdoor, radio and TV. eMarketer
    • 23. Marketing Tactics—Increased Spending in 2011 eMarketer StrongMail via eMarketer
    • 24. What Marketing Was ...
    • 25. What Marketing Has Become ...
    • 26. Social Media
    • 27. Social Media <ul><li>Social media passed e-mail in time spent in 2007 </li></ul><ul><li>According to Facebook: </li></ul><ul><ul><li>Farmville has 45+ million monthly active users </li></ul></ul><ul><ul><li>Texas Hold’em Poker has 35+ million monthly active users </li></ul></ul><ul><li>Lady Gaga—first person to attract more than 10 million Facebook fans and 10 million Twitter followers </li></ul>
    • 28. The iPad <ul><li>This changes everything </li></ul><ul><ul><li>The Internet as portable as print, with as comfortable a form factor </li></ul></ul><ul><ul><li>All types of content can be accessed virtually anywhere, anytime </li></ul></ul><ul><li>New tablet PCs (RIM PlayBook, Samsung Galaxy Tab, etc.) will explode the market </li></ul>
    • 29. 8 Ways the iPad Is Affecting Print <ul><li>#1. E-books will grow </li></ul><ul><li>#2. News apps/“portable Web” will continue to erode newspaper sales/ circulation </li></ul><ul><li>#3. Magazine apps provide added value for readers </li></ul><ul><li>#4. App development siphons marketing and advertising money </li></ul>
    • 30. 8 Ways the iPad Is Affecting Print <ul><li>#5. Highly portable device reduce demand for printed documents </li></ul><ul><li>#6. Migration of forms and other similar documents </li></ul><ul><li>#7. Young users continue to shift media consumption habits </li></ul><ul><li>#8. Replace other “stealth” uses of print </li></ul>
    • 31. Technologies That Will Shape 2020 <ul><li>Faster mobile networks and mobile devices </li></ul><ul><li>Geolocationary services </li></ul><ul><li>Augmented reality </li></ul><ul><li>Cloud computing </li></ul><ul><li>Embedded chips in goods...and people </li></ul><ul><li>More and more video </li></ul><ul><li>[Something we don’t know about today] </li></ul>
    • 32. Ultimately... <ul><li>Print is one medium among many </li></ul><ul><li>Communicators need to use multiple channels to aggregate a sizable audience </li></ul><ul><li>Most users are “over-communicated” and need reminders in multiple media </li></ul>
    • 33. The Road Ahead
    • 34. The Road Ahead is Paved Not With Gold but SILVER <ul><li>S kills </li></ul><ul><li>I nnovation </li></ul><ul><li>L eadership </li></ul><ul><li>V ision </li></ul><ul><li>E nterprise </li></ul><ul><li>R esults </li></ul>
    • 35. Skills <ul><li>Skills must constantly change and adapt to the market </li></ul><ul><ul><li>Production, sales, marketing—yes, and management </li></ul></ul><ul><li>Mechanical vs. marketing life of equipment </li></ul><ul><li>Can employees change with your business? </li></ul><ul><ul><li>Look to freelancers/outsourcees? </li></ul></ul><ul><li>Look at your niches </li></ul><ul><ul><li>Specialize but be able to adapt </li></ul></ul>
    • 36. Innovation <ul><li>“ Creating” rather than “getting” business </li></ul><ul><li>Develop unique solutions </li></ul><ul><ul><li>Digital photo books? Mobile to print? </li></ul></ul><ul><li>Integration of print and non-print media </li></ul><ul><ul><li>Marketing tie-ins with social/mobile media </li></ul></ul><ul><ul><li>Consistency of brand across channels is imperative </li></ul></ul>
    • 37. Leadership <ul><li>Become an educational resource for customers </li></ul><ul><ul><li>Communications coach </li></ul></ul><ul><li>Help them understand the new rules of communication </li></ul><ul><ul><li>Social media management? </li></ul></ul><ul><ul><li>iPad/iPhone app development? </li></ul></ul><ul><ul><li>What’s next? </li></ul></ul>
    • 38. Vision <ul><li>Identify new opportunities </li></ul><ul><ul><li>Look at the market </li></ul></ul><ul><li>Understand how people communicate </li></ul><ul><ul><li>See all a customer’s marketing/communication needs </li></ul></ul><ul><li>Watch new technologies </li></ul><ul><ul><li>Have the first new gadget on the block </li></ul></ul>
    • 39. Enterprise <ul><li>Create alternate “side” business </li></ul><ul><ul><li>New initiative doesn’t have to be part of the old one </li></ul></ul><ul><ul><li>Start as new venture </li></ul></ul><ul><ul><li>Transition resources as needed </li></ul></ul><ul><ul><li>Fold the old business if warranted </li></ul></ul><ul><li>The industry used to be entrepreneurial </li></ul><ul><ul><li>Outsource proofing, then bring it in-house </li></ul></ul><ul><ul><li>Outsource bindery, then bring it in-house </li></ul></ul><ul><li>Like it or not, e-media are complements to print </li></ul>
    • 40. Results <ul><li>How do you define success? </li></ul><ul><li>Help your customers become successful and you will become successful </li></ul><ul><ul><li>Work with them to define metrics, timeline </li></ul></ul><ul><li>Change from project-oriented to process-oriented </li></ul>
    • 41. 20/20 Foresight <ul><li>Rule #1: There are no rules </li></ul><ul><li>“ Best practices” are fluid </li></ul><ul><ul><li>We will be talking about something completely different in 2015 </li></ul></ul><ul><li>Standards are better R-E-D than dead: </li></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><li>Experimentation </li></ul></ul><ul><ul><li>Diligence </li></ul></ul>
    • 42. 2020 Foresight <ul><li>Print’s “Old Guard” had a dismal decade </li></ul><ul><li>2011–2020 will see continued upheaval </li></ul><ul><ul><li>Traditional markets will shrink to specialties </li></ul></ul><ul><ul><li>On-demand technologies will be the rule rather than the exception </li></ul></ul><ul><ul><li>Widening array of digital communications devices </li></ul></ul><ul><ul><li>Robust media convenience at low cost </li></ul></ul>
    • 43. The New Printer Communicator <ul><li>Is not scared of non-print media </li></ul><ul><li>Is focused on non-advertising communications </li></ul><ul><li>Runs shops that are smaller, technology-intensive, highly productive </li></ul><ul><li>Readily swaps out equipment, staff to adapt to market changes </li></ul><ul><ul><li>Has an emphasis on freelancers, outsourcing, digital equipment </li></ul></ul>
    • 44. The New Printer Communicator <ul><li>Knows that opportunities are many and fleeting </li></ul><ul><li>Recognizes that digital printing is no protection against non-print digital media </li></ul><ul><li>Ignores the process and the medium, and focuses on the business and the opportunity </li></ul><ul><li>Knows that printing is not a “race to the bottom” in terms of offering lowest price </li></ul><ul><li>Stays away from forecasters, sticks with the marketplace </li></ul><ul><ul><li>Knows that their company is not the industry </li></ul></ul>
    • 45. The New Printer Communicator <ul><li>Stays ahead of the clients; ignores the competitors </li></ul><ul><li>Doesn’t let traditions and mismatch of capital with marketplace limit the ability to implement change </li></ul><ul><li>Focuses on client’s total communications ROI </li></ul><ul><li>Forces management into the Gadget Age </li></ul><ul><li>Stays curious </li></ul>
    • 46. Questions? Answers?
    • 47. Thank You Very Much!

    ×