Reflecting on Industry Futures That Will Affect Print Media

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Reflecting on Industry Futures that will Affect Print Media Executive Summary The commercial printing industry, once the dominant communication medium of the United States has been changing constantly for the last 65 years. Since the end of the Second World War, the commercial printing industry has lost market share for a number of reasons. Unimagined technological advances brought continuous innovations, new media challenges, a changing culture and increased domestic and foreign competition. The result of these changes is an industry that's been forever altered and is facing an uncertain future. Changes in Technology he job of putting ink on paper was once the domain of highly skilled individuals possessing a broad base of knowledge that covered all aspects of the print production process. Job functions were complex and the technology of printing required a craftsman's knowledge of the processes and materials in order to produce quality printed materials. All of that changed at the end of WWII. As profit margins began to shrink, printing businesses began heavily investing in new processes and technology. (Wallace & Kalleberg, 1982) Over the next 60 years, developments in offset printing, electronic prepress and laser technology continuously shortened the print production cycle and increased production capacity. The introduction of the Xerox copier made the ability to produce a printed page available to anyone. The use of computers altered the workflow. Word

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