The print industry's perception of itself has changed. In the past, the business was viewed as stable, but it has altered as a result of recession and changes in customers, associations, and technologies. The new generation of printers has more consistent offerings, which are provided online to less sophisticated print customers. Surviving the transition requires the use of a targeted strategy. A new industry is on the verge of creation, and it will produce products and services that have not existed before. Several elements of new technology are driving the evolution of the printing industry. These include production-capable digital color printing, computer power, the Internet, customers' broadband connectivity, and a functional interface and automated workflow. The mass audience that existed for mass print advertising in the 1970s has become increasingly fragmented and diversified. Print has addressed this trend by creating new titles that effectively target special interests. A problem remains in that magazine subscription rates are dropping, and print catalogs are often discarded without being read. The problem with traditional print media is that it relies on one-way communication. It is important to reduce the amount of waste generated, and sophisticated, targeting strategies must be given more attention by the printing industry. Printers must act more like strategic partners of their customers.