The Minimum Average Print Run in Publication Printing? A Paradigm Shift in Publication Printing!

During the last decade there have been many changes in the European media market. In particular during the last two to three years advertising money in many national markets has been reallocated from the traditional printed media to the Web. This will also undoubtedly affect the publication printing market, which was pointed out by Bjurstedt (2006, 2007). The larger publication gravure printers have been suffering from lower volumes and shorter runs for considerable time, but those working in the smaller segments of the market seem to perform better.