Zipper’s Daily Blackprint, Day 3: Mass Customization destroys Print!?

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There’s no doubt about it: the Internet was the beginning of the end for the traditional printing industry, or was it television? Or was it radio? Or, wait a minute, it was clearly online print. Clearly. Since then, nothing has been the same! And these online printers are to blame. Oh, how nice it would be without these market disruptors! And now contemporaries are coming along and declaring the age of mass production over.

And why? Just because of this online printing! You might think so. And that would be the simplest answer! People wouldn’t be human if they weren’t constantly looking for simple answers – or rather: ways out. But the cause of the mass customization phenomenon is unfortunately rather more complex: it is people themselves, society, humanity – adapting to what is technically possible. Unfortunately, mass customization is now also the best way to achieve “green printing” – because only what is actually needed is printed. Good.

Whether a cushion with grandma’s picture on it is “green printing” is in the eye of the beholder – but in terms of paper, mass customization opens up new possibilities. And: print is becoming more valuable again, money can be earned with print again.

The best place to experience this at the moment is drupa and the many providers who offer either software or cloud solutions – or hardware, i.e. machines that enable run lengths of 1 and print-on-demand. Welcome to the next era of printing.

Another tip: Keep an eye out for PPA, the Programmatic Print Alliance, or MCC, the Mass Customization Crew, and many other industry initiatives at drupa – you can find out more and, above all, see it there!

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Zipper's Daily Blackprint, Day 3: Mass Customization destroys Print!?
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Zipper's Daily Blackprint, Day 3: Mass Customization destroys Print!?
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There's no doubt about it: the Internet was the beginning of the end for the traditional printing industry, or was it television? Or was it radio? Or, wait a minute, it was clearly online print. Clearly. Since then, nothing has been the same! And these online printers are to blame. Oh, how nice it would be without these market disruptors! And now contemporaries are coming along and declaring the age of mass production over.
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beyond-print.net

Judith Grajewski war 14 Jahre für Deutscher Drucker tätig und hat als Redakteurin vor allem über den Wachstumsmarkt Digitaldruck berichtet, als Online-Verantwortliche das Portal print.de und die Social-Media-Kanäle mit aufgebaut und sich als „Transaction Editor“ mit Content-Management- und Marketingstrategien beschäftigt. Nach einem kurzen Intermezzo als Chefredakteurin des Werbetechnik- und LFP-Fachportals Sign&Print, bleibt die studierte Dipl.-Ing. für Medientechnik (FH) ihrer Leidenschaft für Print treu und widmet sich nun der Beratung und Projektbegleitung von Druckunternehmen auf ihrem Weg in eine digitalisierte Zukunft. Darüber hinaus gibt sie als Redakteurin für Beyond Print regelmäßig Einblick in relevante Themen des E-Business Print. (Profil bei Xing, LinkedIn)

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