The US-based media and print expert said printers need to create business opportunities regardless of medium to remain relevant in the evolving media landscape where marketers face the challenge of identifying and using an appropriate mix of channels.

"Don’t necessarily offer services to clients, offer education," Romano said. "Basically become a publisher, it will help to create business in today’s climate where neither the problem or the solution may immediately be obvious."

Citing UK print pioneer William Caxton he pointed out today's printer faced a similar situation half a millennium later.

"Caxton’s problem, was that there was no market for print," he said. "He created the market. Gutenberg invented the technology but died penniless."

Dotgain also unveiled the results of some of the projects it has been involved in since its launch late last year, including the presentation of its first case studies created for affiliate PODi.

Dotgain manager Tony Hodgson gave a presentation on the mobile-to-print market focused on PicFlix, while Prime Group director Jon Tolley discussed his firm’s application for DHL.

Hodgson also unveiled Dotgain’s white paper on The Need for Transformation within the UK Printing Sector.  The 14pp report details three strategies for UK printers to transform their businesses and is based on the results of a research project conducted by Graham Stamp of ImageData Group as part of his MBA at Hull University.

The research included interviews with printers and marketers.

Hodgson added that Dotgain intends to make the white paper available on its website, and also to produce further work based on the quantitative results of the surveys to underpin the white paper’s recommendations.