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In closing, the researchers expand their focus to offer a holistic prescription for the U.S. printing industry. "Market forces and consumer preferences require that print's prices continue to go down. This is not a capacity issue; it's a fact of a highly competitive market for all media, in which print is one choice among many. Instead of being focused solely on trying to quote the lowest print prices, printers should be able to communicate the value print offers for particular projects." …
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