Prospects of the North American Printing Market (center)

Direct mail printing and newspaper inserts provide an effective way for advertisers to promote their products. They can promote products to consumers to achieve the intended purpose of advertisers. This feature promotes direct mail printing and newspaper inserts in the next few years. The demand will continue to increase. In addition, many companies and shops use direct mailing and newspaper inserts as their main advertising means. Such companies will increase in the coming years. The challenges faced by direct mail printing and newspaper inserts come from the development of Internet technologies and new communication technologies.
Important information:
â—† Direct mail printing will become an extension of digital graphic management. This is inconsistent with the digital graphic as a subordinate part of the printing industry. It is important to recognize this point.
â—† In the next few years, direct mail printing will have great benefits, because the Internet will drive companies to focus on brand quality.
â—† By 2003, the participation of electronic media such as electronic direct mail and internet/television led the direct mail printing industry to face competition. The adoption of new technologies to print Internet URLs (Uniform Resource Locator) as direct mail with bar codes and watermarks will help increase the competitiveness of direct mail printing.
â—† Printing companies should determine their degree of personalization, customization, and other services.
â—† Establish a full range of services for a target market, so that companies can go a step further in both technical and theoretical knowledge. Through higher value-added services, companies have the opportunity to achieve higher benefits.
About the point of view of printing direct mail products outside the printing plant The popularity of the Internet and the increasingly sophisticated printing of toners have reduced the traditional printing market, which means that the printing shop has lost some of its advertising products. Internet and voucher are two examples.
Electronic vouchers eliminate the cost of printing and mailing. E-tickets can be downloaded to handheld computers and mobile phones, and as technology advances make this situation very common, paper coupons seem to have been replaced. However, electronic vouchers based on Internet technology lack the direct mail function. It cannot effectively stimulate consumers' desire to purchase. Therefore, electronic vouchers can only replace some traditional vouchers and will not pose a strong threat to direct mail printing, but it will Capture some of the advertising market for direct mail printing.
Commodity voucher is a kind of flyer attached to the shopping list after you shop in the supermarket. For a customer who uses a credit card/concession card or a general credit card provided by a store, the store attaches vouchers for different products to the shopping list based on the customer's past purchases.
Such vouchers provide a good way for manufacturers to advertise their products to potential users. In addition to the initial investment required to purchase a list printer, no postal and printing fees are required thereafter, and some of the direct mail charges can be replaced, making it suitable for use in large retail shopping malls.
Catalog printing and directory printing Catalog printing and directory printing face different development prospects in the next 3 to 6 years. It is expected that the profit growth rate of catalog printing from 2000 to 2003 will be 5.3%, and that from 2004 to 2006 will be 5.4%. Directory printing will be affected more by electronic alternatives, and it is expected that the growth rate of profit from 2000 to 2003 will be only 2.8%; from 2004 to 2006, the growth rate will be 2.5%. The following aspects make directory printing and directory printing face challenges and opportunities.
â—† Although internet technology has provided new opportunities for the printing industry, the impact of the Internet on traditional directory printing and directory printing cannot be underestimated.
It is estimated that by 2002, the amount of retail transactions on the Internet will reach 10% of the total retail sales in the United States. However, in 1998, the amount of retail transactions on the Internet was almost zero. Therefore, for a relatively long period of time, Internet technology, traditional printing and retail printing will all be applied to customer service in the retail industry. This period is also a painful time for traditional catalogue and directory printing companies. At the same time, the use of new technology to print Internet URLs as directories/directories with bar codes and watermarks will help in the development of directories and directory printing.
â—†Printers should provide certain services to online retail companies. In the future, for the retail industry, where the market is becoming increasingly specialized, printing companies can provide various services to help retail companies obtain benefits from various customer information.
◆ On the other hand, printing companies can provide high-quality printing services for companies that provide value-added full-text management services and want to move from traditional retail to “online” retail.
â—† Increases in mailing, sales, and paper costs have forced catalog publishers to rethink the level of distribution and paper they are facing, and to encourage directory and directory printing to move toward high returns and diversification. It can be said that: Who can adapt to the short live market in the printing industry, who can use digital technology to provide personalized customer service, who can provide mail and thoughtful service, who will have the market competitiveness. (To be continued)