“I think print is generally perceived as less sexy” – this image problem, summed up by Haeme Ulrich, is discussed by Ulrich and Bernd Zipper in the current episode of the Jabberfish podcast.
According to Haeme Ulrich, the often invoked “print vs. online” dichotomy won’t last much longer: For the near future, he predicts rather a peaceful coexistence or even synergies. Accordingly, print has completely different levels at which people can be reached and will therefore hold its own, according to the two experts. Ulrich and Zipper see potential here, particularly in the area of finishing. The added value, for example, of beautifully and haptically designed packaging: emotion. And that sells.
An iPhone 12 costs 341 euros to manufacture, but sells for well over 1,000 euros. Strong markups are also common in the fashion industry, starting with sneakers. The print industry can only dream of such margins – although it is passively contributing to the trend: In the case of the aforementioned products, the packaging contributes to the fact that enormous markups are gladly paid by the customer. The unboxing video has become a mainstay in the YouTube cosmos. So why does the printing industry still have an old-fashioned image in some places?
Bernd Zipper doesn’t see the problem in a lack of skills in the industry. In his view, there are many printers who have mastered their craft and produce genuine premium products. “However, many hide their light under a bushel,” says Bernd Zipper – unnecessarily, in his opinion: “You don’t have to hide there with them!” Above all, he sees room for improvement in the presentation and sales of some suppliers.
A contribution to the current episode can be found here on publishingblog.ch.
You can listen to the whole episode here.