Market segment migration, often referred to as convergence, has moved beyond an emerging trend to become a defining characteristic of today’s print industry. Commercial printers, graphics providers, packaging and label producers, apparel decorators, promotional product suppliers, and in-plant operations are increasingly expanding into adjacent print segments to better meet customer demand and capture new growth opportunities.
Alliance Insights has tracked convergence for nearly a decade through a series of ongoing research studies. To better understand the financial and strategic impact of this expansion, Alliance Insights conducted its third study on convergence, examining how and why print organizations are operating across multiple segments and what results they are achieving.
The initial study identified early indications that print providers were beginning to move beyond traditional market boundaries. The second study documented the acceleration of this shift, confirming market segment migration as a deliberate and increasingly widespread strategy. This current study, titled Profiting Through Convergence examines how and why convergence has evolved from an opportunistic growth tactic into a strategic imperative.
Convergence Has Become the Norm
The survey found that 96% of print providers operate across multiple print segments, serving an average of three additional segments beyond their primary business.
This migration trend underscores a structural shift: print businesses are no longer defined by a single specialization but by how broadly and effectively they can serve customer needs.
Survey respondents reported that convergence is paying off. On average, respondents reported that moving into a new print segment resulted in a 16.7% increase in revenue and an 11.1% increase in profitability. The study includes a table detailing gains in revenue and profitability by print segment.
Read the rest of this story on Wide Format Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
