The middle way is being squeezed out

Polarisation seems to be the trend of the age as existing orders fragment like a shattering mirror. UK politics (and in other countries) provides a concrete example of this, particularly as the Conservative Party disintegrates in the face of a perceived threat from the Reform Party. Sport has also suffered. In football for example, polarisation has pulled the money into the Premier League to the detriment of EFL teams and Taylor Swift has swallowed disproportionate amounts of money in the entertainment industry. Every walk of life it seems, has been stretched to the extremes.

Within print the polarisation is between the long run, low value commoditisation of print and the high value, high impact but short runs of print, frequently for luxury goods or personalised experiences. Some predict that ultimately print’s future is at this polar end of the spectrum and that print will become too expensive to be used in high volumes or for low value messaging. We don’t think this will happen for many years if ever: think of the flyers for tourist attractions slipped under windscreen wipers at any holiday site in Europe, or the local drama group using flyers to carpet bomb local households in the run up to their annual panto. Print cannot be beaten for this and long runs are essential. The value comes not from the print itself, but from how it is distributed.

However, a declining number of printers will be able to offer commoditised print like this. This market is driven by price; differentiation comes from ease of access. Both are key advantages for online printers which can attract the volumes and have the  efficiencies to keep pricing attractive. This is how print is becoming polarised. Few can compete. On the other hand, printers capable of a personal, creative, hands on experience for customers can earn a margin to match, particularly with services beyond ink on paper. This is print as an entirely different experience to the high value high efficiency business where OEE is maximised. One aims to run the press for as many hours as possible, the other runs the press only when appropriate. The strategies are completely different. Polar opposites in fact.