Are We Printers, or Content Deliverers?

As the Digital Workflow increasingly influences our print market, one thing becomes quite apparent: We are no longer simply printers. We will certainly continue to print a wider variety of subjects, and communicate through images & the written word, but our horizons are expanding as we speak.

The center of this is not even digital print, but rather (call it what you may) the electronic/digital/digitized file. When the content of the file is in digital form, it enables a wide variety of output. Yes, it can be printed traditionally, most commonly offset, but it might also be printed on a digital press, sent to an iPad, or downloaded on the Web.

So we see, everything surrounds the file, not the printed word. Heresy you say!? Since I've gone through the same thought progression, I understand. But I have come to the conclusion that it's just the way it is; I don't have a choice.

Therefore, even if we intend to traditionally print within our customer base and niche, it's in our best interest (putting it mildly) to completely understand the file. In fact, we must now focus on the file first, because our customers may require multiple delivery methods, manipulation, integration, and even storage. Those that are most ready & able to deliver these in a versatile, secure way, will win.

What I've just explained, perhaps even too simply, is called Content Aggregation. As we learn, this is the place to start.

More on this to follow.