The Printers' Evolution
As is true of so many sectors of the economy in this volatile time, much is changing in the world of book printing, but not necessarily in sync. Different publishers are adopting different multichannel strategies in response to the demands of their particular markets, and at various speeds—leaving their book manufacturers with the task of both adapting to an environment where flexibility is essential, and needing to play a consultative role in helping their publishing clients, even as they themselves try to navigate the new landscape.
While unsettling, opportunities abound. Print manufacturing is coalescing around a new reality of customized digital and offset solutions. E-publishing, emerging as an essential component of most publishers' multichannel strategies, also offers opportunities for manufacturers able to understand the role of different publishing platforms in markets they have long served.
Book Business asked several printers for their take on where the market stands and where it is heading as we move into the second decade of the 21st century.
Bruce Jensen, Group Vice President of Sales, Magazine, Book & Catalog Group, Transcontinental Printing
Transcontinental's strategy hinges on strengthening core assets and investing in new services, especially in mobile and multichannel marketing. The strategy yielded growth of 16.3 percent in adjusted operating income in fiscal 2010, which the company characterized as its best operating performance ever.
BB: What does being a multichannel printing services company mean? How has the definition changed from what it was even a couple of years ago?
Jensen: Being a multichannel service provider to book publishers means helping your clients extend the value of their content and maximize their revenue streams through print and digital channels, as well as social media. It means being strategic, channel-neutral and delivering a full range of services to support integrated multichannel programs in your market niche.