Print’s Darwinian Evolution: Printers

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Taking the most desirable traits, whether by brute force, adaptation, or mimicry, is the key to survival according to Darwin's natural selection. Nature's evolutionary tactics range from the practical like opposable thumbs to the whimsical like sickly sweet, stinky, plant odor. The Amorphophallus titanum, or "corpse plants", attracts pollinators by mimicking the smell of rotting flesh – perfect for attracting all sorts of pests.

Businesses must equally pick and exploit their unique competitive advantages to not only ensure survival, but prosper. Each printer operates within their own area of expertise, but there are industry wide trends appearing as ways to out smart, out grow, and out live the competition.

Brute Force
The business merger and acquisition market within printing has been active lately with the announcement of the Quad Graphics – World Color merger. Naturally, companies look for synergies within each organization that would benefit from a combined operation. The acquisitions at the top end of the industry are all about creating economies of scale, consolidating customer base, and reducing competition. Industry consolidation will continue as the more "fit" companies acquire competitors.

Adaptation
The most successful adaptation of printers and print over the past decade has been due to technology gains. Companies, like VistaPrint, Mimeo, and Hotcards to name a few, have narrowly focused on the use of web technologies and presence to grow their business beyond the industry norms. The technology used in print media is also adapting by integrating variable data, personalization, QR codes, and augmented reality. The later two, in particular, represent a growing trend of analog (print) to digital (web) or vice versa to extend the user experience. It is where print can bring the web to life just as easily as the web can enliven print.

Mimicry
It has been said that there are no new ideas just new uses for old ones. New ideas are brought about from knowledge and the desire to create something better. For this reason, businesses must strive to be information mavens who seek out best practices, trends, and technology shifts. Looking outside of the print industry for inspiration and opportunities provides a greater perspective to implement change. iPhone apps released by RR Donnelly, Neenah Papers, and EFI, are an example of copying an idea but applying it to your own business or industry.