When analyzing the forecast for conventional printing, it is necessary to analyze different types of products. The situation is totally different when the information, for instance advertisements, is brought to the consumer by the supplier, or when the consumer looks for information, for instance news,
The way the end user wants to get his information depends on time of the day and state of his mind. Sometimes, for instance by the morning coffee or in a train, when times available is limited, the consumer wants to decide how to dispose his time. Then he wants to decide exactly at what time he wants a certain kind of information. Depending on the interest he finds in a certain article he decides how much time he will use on it before he continues with the next one. At these times he wants to compose his information package in his own way. This is probably the time when printed papers best meet the consumer’s expectations.
In the evening or when the consumer has more time and mayber is tired he might be ready for more passive information reception. Then television is optimal, but also general interest papers and magazines are suitable. This might also be the time when the consumer wants to concentrate on his special interests.
For this purpose the use of dedicated TV channels will increase, but also special interest magazines will gain markets. This time is the most busy also on internet. The net users at this time are though mainly the young ones who surf the net more for fun, but at the same time learn a new way to find information.
The biggest part of conventional printing is publication printing, covering almost 50 percent of the total market of printed products. Common for publication printing is that the publishers are depending on that the consumer pays for every single copy. The publisher has to find the most cost effective way to get as many copies as possible sold to the public.
In printed publications direct printing and material costs generally represent some 10 to 20 percent of the total costs of the product. Depending on how the product is distributed, the distribution costs can be even higher than the printing costs. In the future it will be possible to deliver books, and later also full colour magazines, as digital data that can be loaded to an electronic screen, looking like a book or magazines, as digital colour text books will achieve the same quality as printed text. For both publisher and consumer this will be a very significant way to produce text information. Full colour pictures are still more difficult as they need very big data capacity. In a quite near future this will probably also be solved.
For the publisher this means that the main problem will be to charge the customer for the publications. This will be solved on internet, CD-ROM and similar digital media. One problem that will remain is that the digital publications are very easy to copy, and even if copying is made more difficult it will be very difficult to prevent pirate copies from entering the market.
To be continues…..