Play Offense, Not Defense -- Sherburne

Of course, the other side to this story is the need for printing businesses to diversify into services that encompass alternative media.More targeted communications often mean shorter runs of personalized or versioned printed materials combined with a mix of media.

This is a key reason that print volumes are in decline. But, it doesn’t mean that your revenues must be in decline, as well. By adding e-mail distribution, personalized URLs, database capabilities, video and other services that complement print, you can not only generate new revenue streams that offset declines in print, you will also establish deeper, more enduring relationships with those new print (and media) buyers. They will come to depend on you for your expertise in helping them deploy more effective communications, across all channels, and to demonstrate measurable return on marketing investment.