Keypoint Intelligence announces a new study for print industry

Responding to realities of 2020

German Sacristan, director of On-Demand Services at Keypoint Intelligence

Keypoint Intelligence announced the launch of a new study entitled U.S. Vertical Vision: An Analysis of Business Print Demand by Vertical Industry. This study will provide the printing industry with a better understanding of how the demand for printed products and communication services has changed since 2019 and how this will evolve through 2020.

“When it comes to the challenges that the printing industry faces, responding to the realities of 2020 sits at the top of the list,” stated German Sacristan, director of On-Demand Services at Keypoint Intelligence. “Printers must understand how specific vertical industries will react to today’s unique marketing and communication challenges, and how this will impact demand for various applications in order to develop effective strategies going forward.”

Through this research, Keypoint Intelligence will provide insights for equipment manufacturers, Independent Software Vendors (ISVs), and print service providers. This comprehensive vertical market research study will offer the following benefits:

Equipment Manufacturers and ISVs

Gain insights on specific products and feature sets that will meet business demand for print

Enable sales channels with messaging and product positioning strategies with vertical industry insights

Capture vertical information to drive sales and marketing tools to support customers and prospects

Print Service Providers

Understand the transitions that are happening within specific vertical markets and application areas

Improve the ability to deploy resources and strategies to drive print volume and deliver value-added services

Develop applications/products, promotions, and marketing/sales strategies based on key industry insight

Participation methodology will include a web-based survey of 1,000 mid-sized and large enterprises with a target sample encompassing education, finance and banking, healthcare, hospitality and leisure, insurance, manufacturing, and retail. Respondents’ responsibilities will involve overseeing or being engaged with the creation of one or more of the following types of documents: marketing collateral, direct mail, newsletters, flyers, catalogs, presentations, product specification collateral, trade show materials, signage, sales collateral, sales proposals, or promotional items (e.g., hats, t-shirts).

Companies that subscribe by 23 June 2020 are eligible to provide feedback to help develop the survey questions. For more information, please see the online presentation or contact

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Indian Printer and Publisher’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

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