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Number of U.S. printers drop, many integrate marketing solutions for success
While advancements in print workflow solutions and web to print software have changed the printing industry already, a recent study found printers are transforming into marketing providers as well. The number of U.S. printers is in decline, so many are looking to incorporate marketing solutions to provide stronger returns on investment.
The study from the Print Industries Market Information and Research Organization found integrated marketing is on the rise in the printing industry. Conducted by InfoTrends for PRIMIR, the survey projects printers will spend $25 billion in 2016 on integrated marketing. The increase in marketing solutions in the printing industry translates to an 11 percent compound annual growth rate. Seventy-nine percent of respondents estimated the printing industry will increase or maintain its present growth rate due to adding marketing to their services.
The latest edition of Country Business Patterns data from the Commerce Department found the number of commercial printing establishments decreased 4.1 percent in 2011 compared to 2010, going from a total of 29,118 in 2010 to 27,913 in 2011. According to What They Think, this decline can be due to numerous factors, with printers increasing in size or being consolidated into a larger company. However, as more printers integrate marketing into their services, the industry might see a rise in revenue.
Printers are beginning to offer new services to clients as a strategy to increase profits. According to the PRIMIR study, printing experts believe the industry will stay successful only if printers include additional offerings, such as digital printing.
The printing industry is beginning to change, as more establishments acquire digital strategies to increase profits and provide new services to direct mail partners. Web-to-print might rise in popularity among companies looking to increase their marketing campaigns.
