Domino’s Pizza has created the holy grail of buzz with their new ad campaign. In the spots they basically own up to the fact that their pizza well…sort of sucked. So they’ve changed everything, the sauce, the crust, the cheese and they are offering a whale of a deal to get the masses to try them again. It’s always refreshing when corporate America tells the truth and Dominos does a pretty good job of sharing what they heard and how it made them feel demonstrating the impetus behind the revamped product.

Nearly 90,000 Print Industry Employees lost their jobs in 2009 (footnote 1)
Trends indicate almost 7,000 less printing establishments by end of 2010 (footnote 2)
Online advertising to pass print ad spend by 2011 (footnote 3)
1 Trillion Unique URLs on the Web (footnote 4)

 

This industry is rapidly changing, and from my vantage point it will be very difficult for companies under $5m to survive if they don’t change to meet the challenges and opportunities. They will not have the critical mass to compete in an industry that is becoming increasingly price driven. Their size makes it hard, if not impossible, to invest in the automation needed to profitably produce print at a price the market will bear. Add the expense of a sales team that are little more than order takers and you have a going out of business strategy.