COMMERCIAL PRINTING OUTLOOK -- Ambiguity is Certain

* Differentiation printers pursue customers who are seeking customized service offerings. This approach requires detailed knowledge of a customer's business (and that of the customer's customers) so the printer can deliver extra services that a client needs most at prices it is willing to pay.

Companies employing either profit strategy also need a market focus or specialization to maximize performance, Davis adds. "There is strong evidence that industry profitability increases with the degree of specialization," he says.