How will the print industry survive? What is the impact of demassification?

            The print industry has been facing major problems over the last decade. With the increase in the use of technology, people are becoming more dependent on it as the main source of information. There are two ways the print industry can be saved: digitalization and demassification.

            One way the print industry can survive is by going digital.  Instead of spending money on printing and distributing, companies can now publish their prints online.  Especially with the recession, people no longer want to pay for newspapers, magazines, encyclopedias, and books. Everyone is finding alternative ways of getting the information they need; this causes print industries to lose business, which results in a great loss of profit.  People also view the Internet as a way to receive information faster than print sources, providing them with the belief that they should not pay a for a weekly news source when they can access that same information for free every day. The print industry must adapt to the digital era in order to stay in business.

            Another way the print industry can survive is through a process called demassification, where companies narrow down their prints to a specific audience. It is obvious that technology has taken over the world; however, there are still people who do not participate in the phenomenon. The print industry has a chance of surviving if they use demassification and focus in on an audience who are non-tech-savvy. For example, companies could focus on elderly people who do not want to learn how to use a computer but still need to receive global information. It is important that these people who do not use technology are not neglected from the world because of it; we need to continue printing newspapers, magazines, encyclopedias, and books so that everyone’s literate, educational, and entertainment needs are met.

            The goal of the print industry is to make a successful change within the industry that will result in profit, and more importantly, survival. Companies should begin to digitalize their companies while continuing the physical output of their products. With both digital and physical copies of their prints, the print industry is more likely to remain strong and profitable.