Print Has a Marketing Problem, Not a Technology Problem · Rüdiger Maaß · WE.LOVE.PRINT
The printing industry has spent decades becoming more efficient, more automated, and more technologically advanced. But have we spent enough time explaining to customers why print matters?
At FLOW 2026 in Bad Hersfeld, INKISH's Morten Reitoft meets Rüdiger Maaß, Managing Director of Fachverband Medienproduktion (FMP) and co-founder of WE.LOVE.PRINT, for a conversation that goes beyond workflow automation and robotics to address one of the printing industry's biggest challenges: communicating the value of print.
Through WE.LOVE.PRINT, Rüdiger and his partners are working to strengthen the position of print in society, bringing together industry organizations, manufacturers, printers, and other stakeholders to promote the possibilities of printed communication.
From creative applications and personalization to finishing, embellishment, and brand experiences, the initiative aims to demonstrate what print can achieve — not just to people already working in the industry, but to designers, agencies, marketers, brand owners, and ultimately the general public.
But Rüdiger raises an important concern. While the industry has become exceptionally good at discussing standards, color management, production efficiency, and automation, these are rarely the things that interest print buyers.
Customers don't necessarily care which machine produces their printed materials. They care about what the finished product communicates, how it engages people, and what value it creates for their businesses.
The conversation also explores whether the printing industry makes ordering print unnecessarily complicated compared with digital marketing, where creating, launching, and measuring campaigns has become increasingly accessible.
And there's a direct connection to profitability. If printers cannot communicate the value of what they produce, price becomes the easiest point of comparison — and differentiation becomes increasingly difficult.
Rüdiger argues that the industry has enormous potential, but realizing it requires a different conversation with the market. Better technology is essential, but creating demand, communicating benefits, and inspiring customers are equally important.
A thought-provoking discussion about the future of print, the role of industry collaboration, and why selling the value of print may be just as important as automating its production.
Recorded at FLOW 2026 · Bad Hersfeld, Germany · INKISH
