Abstract
The printing industry is undergoing numerous changes. The advancement of digital technologies has profoundly impacted the ways in which information is conveyed to consumers and has given people the ability to produce documents on their own, thereby limiting reliance on traditional print companies. As an example of this phenomenon, Freeman and Rothenberg (2006) report on decreasing demand for traditional print products, citing statistics from the Newspaper Association of America that mark a decrease in newsprint consumption of 14%. As a result of these changes, printer device manufacturers are developing new technology that would make printing more efficient and cost-effective. Similarly, in response to these changing market trends, print suppliers are attempting to reposition themselves as a communications or marketing partner/service provider as opposed to solely a print or comodity supplier.