Looking to grow revenue and strengthen your business? A new (free) research study from PRINTING United Alliance explores how printers are successfully expanding beyond a single segment—and the measurable results they’re achieving.

Profiting Through Convergence: How Multi-Segment Expansion Is Driving Revenue, Profitability, and Resilience in the Print Industry draws on survey data from over 400 print organizations to reveal which expansion strategies deliver the strongest returns, how technology is making it easier to enter new markets, and what challenges to anticipate.

Key findings include:

  • Convergence is the norm. 96% of print providers operate across multiple print segments, serving an average of three additional segments beyond their primary business.
  • Convergence pays off. On average, respondents reported that moving into a new print segment resulted in a 16.7% increase in revenue and an 11.1% increase in profitability.
  • Convergence reduces risk. 96% report revenue diversification helps reduce exposure to volatility in any single print segment.
  • Convergence creates opportunity. 94% realized better brand positioning and the power of differentiation a result of offering broader services and higher-value applications.

No matter where you are in your print career, understanding market segment migration – aka “convergence” – gives you a competitive edge.

For CEOs and business owners, staying ahead of industry trends like convergence isn’t just about growth—it’s about positioning yourself as a strategic leader who can guide your company through industry transformation and compete confidently in evolving markets.

Whether you’re in sales, operations, production or marketing at a print company, understanding convergence helps you identify new opportunities, speak strategically with customers, and contribute to growth conversations.

If you work for a vendor or supplier, knowing where your printer customers are headed means you can better anticipate their needs and position your solutions effectively.

The convergence trend is driven by a mix of customer demand and increased competition, according to Lisa Cross, MBA and Principal Analyst at Alliance Insights.

Cross says, “As customer expectations continue to rise and competitive pressure intensifies, providers that deliberately expand into adjacent print segments, invest in organizational readiness, and execute with discipline are positioning themselves for stronger revenue growth, improved profitability, and greater long-term resilience.”

Download your free copy here.