PP: What do you think will be the printing industry's biggest challenge in the next few years?
KA: Catching up to technology. It is imperative that print connect to electronic content for in-depth education, sharing, connecting people/businesses/products/services. We think we've 'seen it' in what is out there now, but the reality is [we are] just beginning development. Augmented reality is already on the horizon for universal adoption. Applications that tie to image content, text that leads to hosted content, smartphones, [and] tablets won't be of use unless they connect to tangible print items and published content. Printers must embrace this direction, partner with the electronic providers and sustain growth in all avenues of consumer drive and business development.