PP: What do you think will be the printing industry's biggest challenge in the next few years?
MC: The primary obstacle will be the continued impact of shortened supply chains not only from the Fortune 500 companies but from the sweet spot of distributors—mid-sized companies. More and more companies are using the Web for finding and ordering product, bypassing traditional supply chains that include distributors. This represents a "trickle down" effect for trade printers who must still find enough work, at acceptable margins, to keep people employed. Some distributors have reacted by moving from product-centric sales to solutions-based selling that requires expansion of product offerings to promotional products, office supplies, commercial printing, direct mail—the list goes on.