“Not a chance” according to print management specialist Graham Reed, a founding member of the Print Tribe, part ofglobal consultancy firm PrintFuture. Yet it does need careful consideration as he explains.
Hopefully the headline got your attention: it should. What really concerns me about ‘our’ industry is the emerging trend that when a new technology comes about that has even the remotest association with images on a substrate, it is going to be the saviour of the printing industry. Take Web-to-print (W2P); more than half of organisations that have bought W2P systems across the globe have not implemented them so that they bring a profitable outcome to their organisation. So why is cross media going to be any different?