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

2023 promises an interesting ride for print in India

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. While the print and packaging industries have been resilient in the past 33 months since the pandemic lockdown of 25 March 2020, the commercial printing and newspaper industries have yet to recover their pre-Covid trajectory.

The fragmented commercial printing industry faces substantial challenges as does the newspaper industry. While digital short-run printing and the signage industry seem to be recovering a bit faster, ultimately their growth will also be moderated by the progress of the overall economy. On the other hand book printing exports are doing well but they too face several supply-chain and logistics challenges.

The price of publication papers including newsprint has been high in the past year while availability is diminished by several mills shutting down their publication paper and newsprint machines in the past four years. Indian paper mills are also exporting many types of paper and have raised prices for Indian printers. To some extent, this has helped in the recovery of the digital printing industry with its on-demand short-run and low-wastage paradigm.

Ultimately digital print and other digital channels 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. For instance, there is no alternative to a rise in textbook consumption but this segment will only reach normality in the next financial year beginning on 1 April 2023.

Thus while the new normal is a moving target and many commercial printers look to diversification, we believe that our target audiences may shift and change. Like them, we will also have to adapt with agility to keep up with their business and technical information needs.

Our 2023 media kit is ready, and it is the right time to take stock and reconnect with your potential markets and customers. Print is the glue for the growth of liberal education, new industry, and an emerging economy. We seek your participation in what promises to be an interesting ride.

– Naresh Khanna

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