Commercial Printing Applications

By Author: Bharat Book Bureau
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US industry forecasts for 2014 & 2019

US revenues to reach 78 billion in 2014
Revenue for the US commercial printing industry, which includes pre-press and printing services on a job order basis, is expected to increase 2.1 percent per year to $78 billion in 2014. Growth of commercial printing revenue will be driven by ongoing technological improvements in the speed, quality and cost of printing. Increasing implementation of variable-data printing will also boost advances. Gains will be aided by a cyclical rebound in advertising expenditures, and increased outsourcing by newspaper publishers. ( http://www.bharatbook.com/detail.asp?id=135242&rt=Commercial-Printing.html )

Further growth will be restrained by the fact that most commercial printing applications compete with electronic alternatives available on personal computers and other devices. Gains in commercial printing revenue will also be slowed by competition from improving desk-top technology that enables the production of printed items such as stationary, forms and business cards from in-house resources.

Digital printing to achieve biggest ...
... gains in demand
In 2009, lithographic printing accounted for the largest percentage of commercial printing revenue, but this share is declining. Lithographic printing, the most common version of which is offset printing, is used in a wide variety of applications due to its consistent image quality and relatively low operating cost, particularly for medium-to-long print runs. However, digital printing, which represented the second largest share of commercial printing revenue in 2009, is expected to achieve the biggest gains through 2014. Advances will result from its lower cost, quick turnaround and ease of customization for shorter print runs. Digital technology is a game-changer in many printing applications -- such as direct mail and book publishing -- as it accommodates variable-data printing, which allows for the creation of individualized products, and print-on-demand, which allows customers to shrink inventories. The digital printing process continues to benefit from advances in speed of operation, image quality and product size range. Other printing processes include flexography and gravure printing, and others such as letterpress, engraving, intaglio and thermography.

Advertising to retain leading position In 2009, advertising (e.g., direct mail, indoor and outdoor displays, preprinted newspaper inserts, and other products) was the largest commercial printing application. Through 2014, commercially printed advertising is projected to achieve a high growth rate, aided by the cyclical recovery of total advertising expenditures from a low 2009 base. Additionally, demand for direct mail and other commercially printed advertising will be boosted by greater opportunities for customization using variable-data printing and other innovations.

Other commercial printing applications forecast to achieve above-average gains through 2014 are periodical printing, label and wrapper printing, and garment and fabric printing. Despite a downtrend in circulation of printed periodicals, commercial printers have an opportunity to gain business from publishers who decide to outsource printing rather than tie up capital in printing equipment. Gains in revenue from label and wrapper printing, and garment and fabric printing benefit from the fact that neither application faces serious competition from electronic alternatives.

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