Endless references to the death of the printing industry are exaggerated, Ipex 2002 president Michael Knight told the Institute of Printing's (IoP) annual lecture last week.


Knight, who is also chairman of the Knight Organisation, referred to results of a study conducted by Pira on the future of print, which predicted continued growth in the demand for magazine, catalogue and direct mail printing (among other categories) up to 2010.


A huge area of progress for printers would be the advance of communications technology, said Knight, adding that procurement dotcoms were "here to stay".


But printers faced pressure from cost minimisation, instant response, desktop printing, mass customisation, 24-hour working and environmental issues.


Digital print systems, he predicted, would double in output capability every 18 months and print-on-demand would become the norm.


"The virtual warehouse is here and the term 'out of print' will become a thing of the past," said Knight.


The report also concluded that, by 2010, digital print systems would have the output capability of conventional presses. Digital's market share would grow from 4% to 11%, while litho's would fall from 62% to 57%. "The technology is here to stay," said Knight.


"I believe the challenge now is for the printing industry to accept it is part of the wider communications industry," he added.


Knight is also president of international print exhibition Ipex. Space at the next show, which takes place at the NEC in April 2002, is all but sold out, he said.


Story by Jeremy Allen