Printers & Publishers Prepare to be Amazed!
I have my crystal ball out. It is sitting right in front of me on my desk. I’ve been searching its depths for some clue about the future of printing, publishing, and related industries. You know what I get? Nothing.
The only thing I know for sure is that things will change. This little prophesy doesn’t mean much, except to say that time is a river and we can either find a way to float with the current, or test our strength against it. (Pretty poetic wouldn’t you say?)
I’ve spent a lifetime, so far, learning all about offset printing. I now know quite a lot, but what is that worth? What is it worth really? When I think back, I can remember people who were expert typesetters and others who were great with scanning drums for four color separations. Their hard won knowledge became irrelevant almost instantly with the changes in technology.
I used to laughingly pontificate that someday Bill Ruesch Print Broker, would consist only of an equipment filled Winnebago. Customers would provide me with art files. I would drive over to the paper merchant’s warehouse, load-in the stock, and by the time I arrived at the customer’s dock the job would be completely printed, folded, and bound.
That used to be my weird vision of the future. It made me and my customers chuckle at the absurdity. It isn’t so funny anymore now that the Espresso Book Machine exists. In one machine a whole book is created; from file to finished product in less than seven minutes. Seven minutes–printed, bound, and ready to read. That is if you have hot pads. I understand that the books come out pretty warm and need to cool down a bit.
My vision of the future has come true. What do I see in the future now? I haven’t a clue. I think my predictor must be on the blink. I’d be willing to go out on a limb by stating, “It doesn’t matter what crazy, ridiculous, impossible notion we conceive, someone is probably already a step or two ahead of us, and are right this moment building something to make it happen.”
I’m prepared to be amazed. How about you?