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Trends in Outdoor Graphics: A Discussion with Industry Leaders

(September 2008) posted on Wed Sep 10, 2008

Veterans in the outdoor-graphics industry discuss how their companies have dealt with changes in the market and how other recent issues, such as the economic recession and the push for sustainability, have impacted their businesses.


By Lori Leaman

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The outdoor-graphics market certainly is a competitive one. With frequent launches of new, faster, better printing equipment and consumables, along with customer demands for high-quality work and the pressure to adopt sustainable processes, producers of outdoor graphics are continually searching for ways to run an efficient operation and stay one step ahead of the competition. Screen Printing magazine recently spoke to five principals of high-volume printing companies about how they’ve adapted to the changes in the outdoor-graphics market.

 

SP: What, in your opinion, are the most important changes or trends the outdoor-graphics industry has experienced in recent years?

Gabriel: It is critical to develop lightweight, environmentally friendly solutions, while maintaining quality. Digital billboards, while not necessarily a huge part of the past, are becoming a significant option moving forward. If you agree with the major posting companies, by 2010, 10% of all billboards will be digital. As far as technology, quality is becoming much more accessible at a competitive price. The versatility and speed of the new [printing] machines is amazing, much more than it was 10 years ago, even five years ago.

Norris: Probably the changes in the past half dozen years that have affected the outdoor-graphic market that we participate in would be the development of air-egress channels in premium vinyls by all the leading suppliers and the continued development of faster, bigger inkjet printers.


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