McIlroy--Where Are We Going On the Web?

So What?
That's all well and good, I hear you saying, but why should I care?

The questions to address regarding the printing business are: (1.) What market changes are already afoot? (2.) How can the Web facilitate these changes?

While it wasn't true five years ago, it can now be said that the average print buyer is relatively technologically sophisticated, and presumably is willing to consider using the Web to transact business. There are some holdouts, but let's just assume that the average buyer would be willing to obtain prices and place orders via the Web.