COMMERCIAL PRINTING -- Running Lean and Mean

Developing turnkey solutions that truly solve problems for customers should help printers avoid suffering quite the same price resistance in the future, Branch advises. "In order for this approach to work, you've got to really know who your customer is," he adds.

The printing exec sees potential in offering design services, mailing and fulfillment, but believes there will be a new wave of innovation centered around on-demand, digital production. Since they are not bogged down by the same paradigms as many traditional print providers, Branch thinks standalone, smaller organizations that can start from "a fresh sheet of paper" may be in a better position to capitalize on this opportunity.