While trends impacting the print and graphics industry as a whole is often discussed, it would be a mistake to discount the trends that impact the sector on a more granular, segment-level basis. With that in mind, five executives weigh in some of the top vertical spaces print service providers (PSPs) serve today, sharing what the trends are right now — and what they expect the next year to look like.
Books/Publishing
Thomson Reuters Global Print – Core Publishing Solutions
Eagan, Minnesota
Thomson Reuters Global Print, a PRINTING United Alliance member, might trace its roots back 150 years, but its forward-thinking strategy places it firmly in the present. The company, which focuses on printing, manufacturing, and distributing books, continues to adjust its strategy to meet shifting demands.
Todd Matuska, vice president of Commercial Print, and Steve Zweber, vice president, Global Print, Manufacturing, Operations and Distribution, shared insights into the current state of book printing. First and foremost, they note that run lengths are only going to continue to get shorter, and that digital printing is fundamentally changing the way we think of book production.
“As publishers aim to carry less inventory, there is a shift toward shorter print runs, more frequent reprints, and faster turnaround times,” Matuska notes. “The rise of four-color digital printing is changing the publishing process, enabling more authors to produce high-quality books with enhanced features at a lower cost. Traditionally, high-quality enhancements were only economical for long print runs, but advancements in technology have lowered these barriers. Digital technologies and automated workflows now allow authors and publishers to create more attractive products with less forecast risk and a lower initial investment.”
He notes that the company plans to continue to invest in digital platforms and technologies. These technologies are going to be a key differentiator for those looking to continue to be profitable in the printing and manufacturing space.

Steve Zweber, vice president, global print, manufacturing, operations and distribution, Thomson Reuters Global Print
Zweber explains how Thomson Reuters Global Print is actively investing in technologies such as robotics and AI and identifying areas within their workflow that could benefit from automation.
“We’re focused on how collaborative robotics and automation tools can improve efficiency within our operations,” he says. “Continued advancements in these areas will allow us to further streamline production and facilitate efficient production of shorter print runs with improved lead times. Essentially, we’re asking the question ‘What can AI and process automation do for our business as a book manufacturer serving publishers?’ We’re excited about the potential of using AI to streamline our production processes, enhance quality, cut waste, and boost our sustainability efforts, all while tailoring our approach to better meet the needs of publishers.”
That doesn’t mean Matsuka and Zweber don’t see some challenges ahead. Zweber points out that global instability is difficult to plan for. He notes Thomson Reuters Global Print has spent decades building deep relationships with suppliers. He believes that will help mitigate some of those risks both in the short and long term.
Zweber also sees opportunities in the space. In the coming years, he suggests success could come from PSPs bringing full-service capabilities and offering a collaborative environment to help authors and publishers achieve unique books and publications that stand out on a shelf.
In the end, Matsuka and Zweber are optimistic about the long-term outlook for books and publishing — even if it doesn’t look the same tomorrow as it did yesterday.
“While the demand for traditional long-run printing may decline, the demand for shorter runs, specialized printing, and services for niche markets will grow,” Matuska says. “The ability to adapt, invest in technology, and cater to changing customer needs will be critical for success.”
General Commercial
Intellicor Communications
Lancaster, Pennsylvania
One of the broadest categories in the printing industry is the general commercial printing segment. Whether it’s business cards, marketing materials, or any myriad other job types, the commercial printing umbrella is vast.
However, the challenges can be equally as vast and varied. In particular, consumables have been a volatile cost center, and that doesn’t look like it is going to ease up any time soon. Michael Hurly, president of Intellicor Communications, addresses this issue.
“The biggest challenge we’re currently facing is the increased input costs, specifically paper,” Hurly says. “We’re countering that challenge by sourcing paper from a wide array of vendors and communicating with our customers early in the process.”
Despite the challenges, there are opportunities. Hurly specifically notes that shorter run, more personalized applications are only going to continue to be more critical as brands look to make the most out of every print dollar they spend.
“Intellicor is focusing on smart workflow integration with our customers, and investing in our digital press platform,” he explains. In addition, he notes, “AI-driven data will increase the need for personalized and unique printed materials.”
Investments in productivity and automation could include faster, more efficient inkjet presses; robotics to help move jobs and substrates around the shop floor; and software to help seamlessly integrate all aspects of the print production workflow. All of this will be critical to shops, as growth will likely come through new client acquisition more than through the growth of market share with current clients, Hurly notes.
“I feel that the general commercial vertical will continue to grow,” he says. “Intellicor’s growth is focused on new client acquisition in addition to — rather than relying on — client volume. … The opportunity is found in building partnerships with our clients based on integrated workflows and the ability to manage complex projects.”
It might be a refrain you’ve heard before, but commercial printers that focused on being true value-added partners in the coming years will fare far better than those still looking to simply take orders.
Direct Mail
Freedom Graphic Systems
Milton, Wisconsin
Direct mail is a powerful tool in a brand’s arsenal — PSPs just need to help tell that story. A study on the state of direct mail released by Lob and an upcoming study from SG360° were shared during the 2025 National Postal Forum. The studies noted:
- Direct mail still gets double-digit ROI on marketing spend, versus around 4% for digital channels.
- The elusive and coveted 18- to 29-year-old demographic loves direct mail, engaging at the highest rates.
- When direct mail is part of an omnichannel campaign, both the purchase rates and retention rates are higher.
These are also trends Eric Blohm, president of Alliance member Freedom Graphic Systems, is watching right now. Other trends he sees having a major impact on direct mail include increased personalization of mail pieces; the adoption of technologies like QR codes to help better tie mail and digital channels together; and more real-time marketing based on triggers instead of traditional batching practices.
But to actually take advantage of those trends? It’s all about technology and data.
“Freedom continues to invest in technology that focuses on the marketer’s ability to maximize their marketing dollars,” Blohm notes. “Over the past 10 years, Freedom has invested more than $75 million in its platform to enable clients to take data-driven direct mail targeting to new levels.”
And they aren’t slowing down on the investment front.
“Freedom’s technology focus over the next 12-18 months is to develop solutions for marketers to simplify their front-end processes to enable data-driven print workflows to closely mirror digital media,” he explains.
“By doing so, this will enable marketers more time to react to market conditions, change marketing messages and tone just before production — or during production — while reducing cycle time to integrate print with omnichannel marketing strategies.”
Of course, two large elephants in the room can’t be ignored: tariffs and rising postal rates. These two issues are affecting mail volume and frequency.
“This uncertainty is leading marketers to reduce mail volume and change mail cadence, eliminating direct marketing value-add solutions or dropping programs that are not performing as expected,” Blohm says.
To counter that, he says mailers will have to cut costs more effectively and embrace technologies that allow them to help brands craft pieces that resonate with the target audience. On average, it takes a minimum of three points of personalization to drive an uptick in ROI numbers, and five to six points of personalization to get the most out of every single dollar spent. That is exactly where Blohm is excited about the opportunities.
“Leveraging multiple types of technology throughout the entire workflow of a direct mail campaign [is the biggest opportunity right now],” he says. “Working smarter and eliminating manual tasks with the use of AI or automated software solutions will enable the marketer to focus more on the strategy and less on the execution. Direct mail campaign management must continue to evolve with the goal of cost reduction, shorter lead times, increased flexibility, and the creation of tools to enable marketers to customize their campaigns anywhere in the workflow.”
Overall, direct mail’s future is bright for those who crack the code — those who embrace data and technology to create truly engaging pieces that capture, and hold, the attention of those who receive them.
The industry needs to focus on educating brand managers about the power of direct mail when it’s done right, and then help them build campaigns that take advantage not just of mail’s strengths, but what it can bring to the omnichannel table to lift the ROI of the entire campaign.
Transactional
PCI Group
Fort Mill, South Carolina
Transactional has seen significant change in the past decade. Many brands have moved to digital communications, and those that still produce mail expect their pieces to perform better than ever before.
Chris Kropac, president of PCI Group, an Alliance member, sees five trends impacting the space right now:
- Outsourcing. Traditionally, many transactional printing applications were produced by in-plant operations within companies themselves. But that is starting to shift as they focus in on their core competencies. “Internal digital transformation efforts, aging equipment and workforce, complexity of security and compliance, and cost are all significant contributing factors in making this decision,” Kropac says.
- The Digital Revolution. Who hasn’t seen the disclaimer on the bottom of a statement or when creating a new account urging consumers to get their billing statements delivered electronically? As much as PSPs would like to think otherwise, that messaging isn’t going to stop. Instead, PSPs need to work more closely with companies to execute their communication strategies in the most effective — and secure — way.
- Data Security. Which, of course, brings about an increasingly top-of-mind issue for any sector: data breaches. It is almost commonplace in today’s world to hear about yet another breach where sensitive information was leaked. For companies that handle top services — such as utilities and insurance — data security is more than just a passing goal. “Customers are seeking to protect their reputation and derisk their vulnerability to these threats,” Kropac stresses.
“Security and compliance are becoming much more important criteria in the evaluation process to select a transactional communication provider.”
- Convergence. Transactional printers are seeing the same convergence and consolidation that much of the printing industry is experiencing, and that comes with its own challenges. Whether it’s increasing security requirements, higher risks, or something else, Kropac notes, “transactional direct mailers must make the decision as to whether they are in or out. To opt in, so to speak, they need to make strategic investments in their business to focus on transactional communications.”
- Omnichannel Reigns Supreme. Omnichannel communications aren’t just for marketing materials; brands are also looking to use their transactional statements as part of their overall messaging to customers. It no longer stands alone as an island, and transactional printers must be ready to meet that need.
With all those changes, however, Kropac is still very optimistic about transactional printing’s place in the greater printing industry.
“Our biggest challenge is also our biggest opportunity in onboarding large transactional contracts,” he notes. “These large-volume contracts come from large, demanding corporations that require fast onboarding of major volume, requiring a strong implementation team, purchasing additional equipment, and requiring additional space.”
In fact, he notes PCI Group is betting so much on this trajectory it is investing in a new 125,000-sq.-ft. facility to double the amount of print and inserting equipment it is running.
“There are certainly challenges on the horizon in the mailing industry,” he says. “With increasing postage rates, companies will continue to drive electronic adoption, but the end customer has to decide to receive emails. While the number of transactional images declined slightly year-over-year, there is still a lot of volume. I believe transactional mail will be the dominant communication medium until a completely safe, secure email/electronic solution with no fraud is developed.”

Toni McQuilken is the senior editor for the printing and packaging group.