Is the print industry dying?
It’s no secret that the internet is quickly taking over a space once dominated by printers. It’s a trend which has become widespread as publishers of all sizes begin closing their doors and newspapers feel the pressure of instant online media. The current recession has not offered much help either. As the cost of production continues to rise, publications have been increasing their ads and decreasing their content in order to offset the cost. This change has gradually ostracized readers as well, negatively impacting sales in what seems to be an overall downward spiral.
Yes, the struggles of the printing industry have become all too prominent with increased costs, rapidly changing technology and a fundamental shift in the way people consume content. As a new generation rises, gleaning the bulk of its information from computers and mobile devices, it would appear that the days of the printed page are numbered. Appearances however, can be deceiving.
Despite this apparent downturn, there are still businesses that continue to thrive in a space where many competitors have gone belly-up. One such example is Fine Print NYC - a premium shop for printing and design services that has built a loyal customer base due to its high standards and consistent excellence. Owner Joseph Gornail is passionate about preserving this time-honored craft in downtown Manhattan, an area where it once enjoyed unmatched historical success.
Coming from a long line of printers, Gornail can trace his own history back to the Printing House Square. Learning from his grandfather who was a binder for many years, he perfected the art of printing raised paper, raised ink, iridescent lettering and more. It was inevitable that he would begin his own foray into the world of printing.
Launched in 2004, Fine Print landed immediate success with a project for sneaker giant Nike. The company hit the ground running and hasn’t looked back since. Gornail’s work continues to attract heavy hitters from the the city’s prominent advertising, fashion and art industries. Making a profit has never been the sole objective however, and throughout the years Fine Print worked with various non-profits and trained local artists in graphic design and printing workshops. The endeavor often involved working directly with competitors, all in an effort to revive a trade which has created countless opportunities and served local businesses for centuries.
While they deal with the same pressures that all printing companies face, the good folks at Fine Print remain unfazed in their belief that nothing can or will replace the feeling of holding a printed piece with the effects of letterpress, embossing, foil stamping or using color in exciting, creative ways which can only be defined as art. It is with this passion that Gornail seeks to re-establish and promote a community that cultivates friendships between competitors, shared resources and where businesses can collaborate freely on projects.
Of course the company has had to adapt to modern times, providing digital printing and online services in order to remain competitive. But if the steady stream of a-list clients is any indication, then the proud legacy of letterpress and offset printing along with other traditional methods will apparently be with us for quite some time. Long live printing!
