After all, there is still plenty of tread left on the tires of traditional print vehicles. Many clients still want business printing at a low cost, and plenty of companies are doing just fine, thank you, doing what they've always done. But there are more companies making changes than maintaining the status quo. Some distributors take a more cautious middle ground approach by expanding print product lines or adding new services such as fulfillment and mailing list management. A more aggressive strategy for some is to become resellers of computer hardware and software, or enter the digital printing market.
Manufacturers have a far more difficult task in retrenching and finding new niches.
While distributors can start selling ad specialties with very little investment or retooling, manufacturers must balance marketing decisions with considerations of their comparatively large payrolls and huge investments in presses and other equipment, including composition technology that can become obsolete quickly. Certainly, many manufacturers are doing well, particularly those that have identified a product or service niche. Stock tab companies have added prepackaged products for the home office market, while other manufacturers have jumbo roll processing capabilities to cater to in-house printing divisions of large corporations. Manufacturers are also working more closely than ever with distributors. Although industry players don't always talk openly about their relationships, there seem to be more joint sales calls, joint marketing projects to targeted audiences and joint research on new products and markets.