Yesterday I read a piece from Marc Lefton in AG Beat, entitled “How to Take Advantage of Print Media While They Still Exist.” I was struck by a number of thoughts. First, I thought how inflamatory the title would have been even a couple of years ago. Second, as I read into it, found myself questioning Mr. Lefton’s assertion that businesses can get a better rate of return by advertising in local newspapers than online – been there tried that, and didn’t like the result.
The biggest chord struck for me in the article though, was his explanation of the “Newspaper Business Plan.” It imagines someone pitching the concept and current process of publishing and distributing a newspaper to venture capital.
“Our plan is to take yesterday’s news, quickly create a beautiful “layout” with computer software and designers working day and night, then print millions of copies overnight in a huge printing plant using millions of dollars in equipment. We’ll then send these “newspapers” to distribution points all around the city. From there, we will utilize an army thirteen-year-old boys on bicycles who will distribute the newspapers door to door in their neighborhood after school in exchange for gratuities from our customers so they can go buy Topps baseball cards, Silly String, and Now-N-Laters. And we’ll support the whole thing with advertising. We think printing last week’s help wanted ads and apartment listings will be a surefire revenue driver!”
Don’t to forget yesterday’s sports box scores and winning lottery numbers, right?
Then I started thinking, how would this script look in another scenario? Maybe statement billing?
There’s a lot of debate right now about where we’ll all be printing in 3D. One one hand, you have those who believe we’ll 3D print from home. On the other you have those who predict we’ll order prints from websites or a local 3D print shop.
Now we’re asking you…do you think we’ll all have 3D printers or will we pay someone else to print our 3D objects?
The 3D print-for-pay market is set to explode. Recent advancements in 3D printing, fueled in part by investment from crowdfunding initiatives, are creating a demand for 3D printed objects. Not only are consumers purchasing 3D desktop printers for home use, they’re paying others to print on their behalf, locally at 3D print shops, and online via web-to-print (W2P) sites. An entire industry is being developed to support this demand, creating opportunities from creation to delivery. I’m so bullish on this market that I recently created a blog to cover it and promote its growth.
In 2008, I had the opportunity to partner with the University of Cincinnati’s College of Business and guest lecture a group of undergraduate students. We tasked an Internet Marketing class with developing niche websites that would sell printed products to consumers. The class broke into groups, developed their pitches and shared with the group. We voted and the group elected to move forward with a site that would allow consumers to design and order business card-sized mini resumes. We determined what platform we would sell on, how we would market the site, and how we would produce our product. All we needed was financing.
Crowdfunding has the potential to remove the financial barrier – especially for those in the 3D printing business. Crowdfunding projects can be created quickly and inexpensively, often requiring little more than a working prototype and a kick-ass video. Those economics get even better when your prototype IS your product, as is the case with items printed on demand, in 3D. Several 3D printing projects have already successfully funded on crowdfunding platforms like Kickstarter and Indiegogo. Even though most of these are related to 3D hardware and software, they’ve paved the way by creating a lot of buzz and educating potential backers about the technology.
Which leads to a thought…maybe there’s a formula here for creating new 3D web-to-print sites?
CROWD + 3D PRINT APPS = NICHE WEBSITE IDEA FACTORY
We recently shared our take on why 2D is like 3D printing. While we conceded that the devices themselves are different, we made the argument that the process of printing in two or three dimensions is essentially the same:
File is created >> File is sent to print device >>
File is printed >> Item is finished (bindery/decoration)
We also made the point that like 2D printing, the 3D printing market will eventually service customers at home (via desktop printers), online (via web-to-print) and at retail (via 3D print shops.) The retail channel has yet to be developed and we think this represents a huge opportunity for traditional printers, print franchises, big box office supply stores, and shipping companies like FedEx and UPS.
One of the objections raised by some in these markets is that the substrates and consumables used in 3D are too dissimilar from those used in traditional printing.