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Looking ahead, distributors said that commercial printing will remain profitable, but increasingly targeted. "As technology becomes more digitally driven, commercial brochures and direct mail pieces will be uniquely tailored to specific types of consumers," said Battin. "There will be less traditional commercial printing, but rather than spending millions of dollars on advertising in traditional forms of media, companies will invest more in mediums such as direct mail, where they can track the target audience's response."
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