COMMERCIAL PRINTING OUTLOOK -- Ambiguity is Certain

* Mass market advertisers have few alternatives to print.

* Traditional consumer media are more secure than business-to-business vehicles.

* Direct mail is still a major growth area.

* Print must solidify its position in the media mix, chiefly by reducing its relative total cost.

According to NAPL's Paparozzi, a growing number of the printers surveyed by his association recognize the need to diversify. "The prevailing mindset still is to try to bring everything in-house," he says. "However, more printers are recognizing that the fastest way to profitable diversification may be through a partnership, whether it be an informal partnership, merger or acquisition."