Electronic Reading Devices: E-Readers’ Effect on Print

Romano, for one, feels printers should avail themselves of other opportunities. "Printers need to look at other printed products that are not affected by the electronic reading change," he says. "For example, I know packaging will remain on paper or plastic; you won't send a box of Wheaties through the Internet. Look for those things and change the mix of products that you print. RR Donnelley has done a good job of this, looking at the magazine market, the catalog market and now the direct mail market. They've gotten into the in-house printing market and specialty printing. Some printers have planned for the future by developing new capabilities and moving into markets less susceptible to electronic communications."