Commercial Printers

The 21,328 Commercial printers in the US produce brochures, ads, books, packaging, business cards, and other output for clients. They are in the midst of a transition to digital technologies and electronic media.

Rapid Technological Change

The transition to digital technology has accelerated the rate of equipment change in the printing industry.

Weak Printing Demand

The commercial printing industry has seen falling demand for printed advertising materials caused by the shift to electronic media.

Aug 15, 2026 - Postage Increase Drives Up Direct Mail Costs

• Printing Impressions reports that another USPS postage increase is forcing direct mail marketers to reconsider budgets, campaign volumes, testing plans, and revenue forecasts as higher costs disrupt plans made months in advance. Cutting mail volume may reduce expenses, but it can also limit response opportunities, weaken testing, and affect production efficiency. For commercial printers, lower mailing volumes or reduced testing could decrease print orders, while demand may rise for cost-efficient formats, paper choices, production specifications, and postal optimization services. Marketers can improve budget stability by modeling multiple postage scenarios, prioritizing their strongest campaigns and audiences, and evaluating mailpiece design early. Strategies such as commingling, destination entry, presorting, and USPS promotions can also reduce costs.
• The global printing industry is undergoing a structural contraction as declining demand, digital substitution, automation, and labor shortages reduce the number of establishments and employees, according to market research firm Smithers. Printing and allied industry establishments fell 7.9% to 353,707 between 2019 and 2024, while employment dropped 12.7% to 3.4 million. Smithers expects the decline to continue through 2031, albeit at a slower rate, as publication and graphic printing remain under pressure. Higher-productivity equipment, automation, training, and growth opportunities in stronger markets could help some companies adapt. At the same time, physical print may retain value in advertising as concerns about trust in AI-generated digital content increase.
• Winterberry Group research found that direct mail remains a growing marketing channel despite increased adoption of artificial intelligence, with 83% of surveyed marketers planning to increase direct mail spending in 2026. The trend could benefit the commercial printing industry by increasing demand for print production, personalization services, data integration, and multichannel marketing support. Industry insiders suggest that AI is enhancing, rather than replacing, direct mail by improving audience targeting, campaign planning, personalization, and measurement. Marketers reported better targeting accuracy as AI's top benefit in direct mail programs, often resulting in stronger response rates and return on investment. The study also found that direct mail can improve the performance of digital advertising channels when used as part of an integrated marketing strategy.
• The commercial printing industry is expected to continue to experience negative sales growth in the coming years, following a 0.5% year-over-year decline in 2025, according to Inforum and the Interindustry Economic Research Fund, Inc. The industry is projected to notch a compound annual growth rate (CAGR) of -0.3% between 2006 and 2030, according to Inforum and the Interindustry Economic Research Fund, Inc. The industry is challenged by the ongoing shift to electronic communication, including marketing.

Industry size & Structure

The average commercial printer has fewer than 17 employees and generates $4.3 million in annual revenue.

• The industry consists of 21,328 firms with 357,200 employees, and revenue of $91 billion.
• Digital communications are replacing print for advertising, direct mail, magazines, books, and other business publications.
• Digital printing has reduced the barriers to entry for commercial printing. The new competition consists of quick printing companies and companies doing their own printing in-house.
• Industry-wide employment fell 21% from 2014 to 2024.
• Most firms are privately-held and 85% of firms have less than 20 employees.
• Large firms include RR Donnelley, Quad/Graphics, Transcontinental Printing, and Cenveo.