While most smartphones today can
easily handle texts, emails and even rich,
browser-based information, most of
these mobile devices still have major
problems handling external documents,
whether attached or for download. Not
to mention the fact that I never intend to
watch a 2-hour movie on a 3 x 4-inch
screen – if you are lucky.
The screen limitations of smart
phones, however, really boils down to a
generational issue. I could go on and on
with a list of pros and cons, but the
biggest challenge for printing is clearly
the negligible cost of email delivery,
which printing will never be able to
compete against.
The actual cost of printing is not the
issue, as most margin-tight printers will
vouch for. If you have the right tools in
highly automated, fast press equipment,
costs are low. The main hiccup for printing
is the cost of delivery. This is the underlying
issue we all have dealt with since
letterpress days and the one hard cost we
actually cannot control.
Diligence through our associations is
most important and that is where I feel
we should be putting the most pressure,
because postal use in general is falling.
For decades, the post office has grown,
and reinvented itself, by working with
volume. As the physical volume of mail
decreases, postal rates naturally rise and
this in itself could kill the ability to deliver
our products.
We do not need phone books, hansards,
directories, forms, air and train timetables,
airline tickets, stock market data or most
invoices. So what! There was no changing
progress.
Pace of change
George Will of Newsweek recently pointed
out that three years ago, Facebook had 50-
million readers, mostly under 24. Today, it
has half a billion users and almost half are
over 35.
In just two and half years, Apple sold
3-million iPods. It took two years to sell
3-million Kindles. More recently (read:
more scary), it took Apple just 80 days to
sell 3-million iPads. By using easy-click
apps or Apple’s iTunes store, downloading
a book takes all of 30 seconds at a
cost of $2.49.
While its numbers are somewhat suspect,
Amazon recently announced it has
sold more e-books than hardcover
books. Regardless of how the online
book-selling giant presents those numbers,
a point is being made. A point
which is surely felt by all capital equipment
players in print, beyond press makers,
like Muller Martini and Kolbus on
the back end.
But this is how progress works. True
progress is unstoppable and speeding up.
Once the press and finishing manufacturers
complete their downsizing, the
entire printing industry will begin to
strengthen. The most significant headcount
shake-out with these press makers,
saving a major merger or acquisition, has
probably already happened.
None of us truly know if the big press
manufacturers will be able to downsize
fast enough while still developing
enough advanced tools to keep print as
relevant as possible. Press-making companies
are learning that for the first time
forces well beyond their control determine
their ability to succeed.
With the advent of new manufacturing
machine centres and faster design
CAD technology, concept to build and
then deliver to pressroom floor takes less
time and costs less than ever before.
At the same time, a little more tarnish
starts to muddy up the effectiveness of
WWW-only communications.
In our plant we have a Addressograph
Multigraph, typically referred to simply
as the Multi, built way back in 1936. Although
it has a Davidson feeder the print
unit from 1936 changed very little relative
to the last Multi 1250s coming off
the line in the mid 1980s. This is a good
example of the slow progress of our past
to recent printing machine technology.
Now of course, new models and designs
come quickly and often as builders
seek new innovations to keep print costs
down. After the panic of diminished
sales and cancelled orders comes reconstruction,
which I’m very much looking
forward to. Life boats are being re-designed,
evacuation protocols re-learned
and completely unknown steps are
being taken to adapt to this new world.
The industry is beginning to reorganize
itself, planning for a much smoother
voyage in 2011.
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