Summary
2006 was the first year printing shipments were significantly over the previous year. Since the mid 1990's, total shipments have decreased from over $120BB down to this years $91BB. This years shipments were up over 2005 primarily due to the huge increase in print on demand made cost effective by Kodak, HP, Presstek, Xerox and others smaller players in the DI market.
Analysis
While the Internet and the changing habits of readership have impacted print for the past 10 years, the death of the printed product as a viable channel to the consumer has been grossly overstated. This easily measurable and cost effective channel has settled into any marketing budget as one item that must be part of the campaign. The new Digital Image presses, now cost effective and color quality equal to offset, provide the ability to test or target shorter runs for a marketing manager's statistical dream. At the same time, 1000 price sheets for sales can be purchased rather than 5000 that become obsolete when an event forces a change in price or distribution.
Data mining to target customer with "customer of one" pieces are now viable. Candidates used this extensively in last years local elections. Small business can now compete with Fortune 500 for their geographic target audience.
Prospecting with a DI piece rather than a full catalog augments the direct marketeers web site. If the customer bites, then the full catalog will follow.
The best thing about print, it has the safest portal in the world...your mail box. You know the customer gets it and if it has a coupon or any action item that is customized, it has great appeal over a simple web mailing.
Print works better today than ever!
