Analysis July 2013 Snyder Printer: Meeting the Challenge of Change Comments or Questions?
Table of Contents Key Highlights... 2 Introduction... 2 The Digital Color Opportunity... 3 Making the Transition to Digital... 3 The Future is Bright... 5 About the Author... 6 Key Highlights The actual number of pages produced on production color devices is expected to demonstrate a CAGR of 14.2% between 2012 and 2017. Reardon was seeing an increase in outsourced digital print volume, and she decided to invest in a Xerox Color 1000 Press. One of the key reasons that Snyder Printer invested in Xerox technology was the new application opportunity associated with clear dry ink capabilities. Introduction We usually see changes and challenges to our status quo as threats. In a rapidly changing industry, traditional printers must view the dynamics surrounding the offset-to-digital transition and new media as opportunities for much-needed growth. That s exactly how Dona Reardon and her brother Dean Snyder approached making the decision to invest in digital color. Reardon is the co-owner of New York-based Walter Snyder Printer, Inc., a fourth-generation family printing company that was established in 1895. According to Reardon, Our goals haven t changed. We still are committed to providing excellent print quality, hassle-free customer service, and competitive pricing. We are experts in our field and have a proven track record of helping companies of all sizes produce high-quality collateral pieces that are aesthetically pleasing as well as highly functional and affordable. Reardon also recognized that her business would need to leverage digital color technology to survive and thrive. InfoTrends 2013 2
The Digital Color Opportunity Digital color represents a market growth opportunity for technology vendors as well as users. InfoTrends continually evaluates the growth in pages produced on digital devices to determine the opportunities for commercial printers. InfoTrends most recent forecast data indicates that the actual number of pages produced on production color devices will demonstrate a compound annual growth rate (CAGR) of 14.2% between 2012 and 2017. Figure 1: Annual Impressions for Production Copying and Digital Printing Overall CAGR: 1.1% 600 550 Billion 582 Billion Annual Impressions (B) 400 200 Process Color 14.2% CAGR B&W -5.6% CAGR 0 2012 2013 2014 2015 2016 2017 Source: U.S. Print On Demand Market Forecast 2012-2017, InfoTrends Making the Transition to Digital Like many other commercial printers in today s market, Snyder Printing had a long history of investing in the latest offset print technologies. Heidelberg presses fill the pressroom, and Snyder Printer offers a complete array bindery services. While market news is dominated by investments in digital color, a number of commercial printers are still evaluating the transition to full digital color. In fact, InfoTrends May 2011 study entitled Production Print Services in North America: An Evolution in Progress found that only 42.6% of printers surveyed had cut-sheet digital color presses. This excludes copiers and roll-fed devices. InfoTrends 2013 3
Snyder Printing successfully weathered the recent economic recession, but the company realized that it was time to re-evaluate its market opportunities. Although the firm offered digital printing, it was outsourcing the work. Reardon was seeing an increase in outsourced digital print volume, and she decided that it was time to make the move to a production digital press. With today s technology, she was seeking quality without compromise combined with the ability to expand into new markets while continuing to serve existing clients. Snyder Printer ultimately invested in a Xerox Color 1000 Press. Figure 2: Xerox Color 1000 Press at Snyder Printer Reardon is focused on the new opportunity that digital technology can bring to what was previously a very traditional print environment. She states, We are not a color copying company and we can t sell ourselves that way. We are looking for new ways to serve our customer base with high value applications. One of the key reasons that Snyder Printer invested in Xerox technology was the new application opportunity associated with clear dry ink capabilities. Reardon elaborated, The fifth station enables us to add clear dry ink, so we can offer a whole new array of enhanced imaging to our customers. With clear dry ink, Snyder can address specific areas in a printed piece or flood an entire sheet, enabling clients to: Highlight images for visual variety to make them pop off the page Draw attention to a headline or variable text Enhance photos, logos, or variable images Simulate a pearlescent or metallic appearance Apply digital watermarks to add artistic effects or enhance security InfoTrends 2013 4
This means enhanced collateral materials as well as offering dimensional mailers and packaging solutions for clients. I ve never stepped away from a challenge, Reardon explains. We also plan to move into variable data and mailing services. We know that our customers want more highly targeted, relevant mailings versus a non-targeted shotgun approach. With our Xerox 1000, we will be able to produce relevant and targeted direct mail pieces that will invoke action from recipients. The Future is Bright Traditional business models for service providers of all sizes are being challenged, and success is often linked to changing your mindset. As was the case for Snyder Printer, moving outside of your comfort zone can transform winds of adversity into winds of opportunity. This material is prepared specifically for clients of InfoTrends, Inc. The opinions expressed represent our interpretation and analysis of information generally available to the public or released by responsible individuals in the subject companies. We believe that the sources of information on which our material is based are reliable and we have applied our best professional judgment to the data obtained. InfoTrends 2013 5
About the Author Barb Pellow Group Director barb_pellow@infotrends.com +1 781-616-2161 A digital printing and publishing pioneer as well as a marketing expert, Barbara Pellow helps companies develop multi-media strategies. She assists companies in creating strategies to launch new products, building strategic marketing plans, and educating their sales force on delivering value. Comments or Questions? InfoTrends 2013 6