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The printing industry—as well as other industries—is in a period of severe structural change, driven in large part by the accessibility, efficiency and speed offered by the Internet and resulting digital media. The current economic situation is accelerating those structural changes as more marketers and other communicators turn to alternative media in lieu of print. As we proceed into a recovery, we will never again achieve the “business as usual” that we have grown used to in the printing industry. We must prepare ourselves and our organizations for the reality of our future. Cloud computing is one element that can help us make the transition.
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