State of the Industry-Industry Wide

Yet at the previous year's PRINT OUTLOOK program, it was estimated that print had lost some $36 billion in sales to non-print media over the previous three years without even realizing it. These are not jobs printers lose to other printers, but work that is never printed at all.

Here, really, is the crux of the challenge—and opportunity—our industry will encounter over the next several years. Package printing, along with the brochures and direct mail that have always been the bread and butter of commercial printing, is part of a communications continuum today.