New Study Finds Convergence Across Print Segments is Delivering Revenue and Profits

Market segment migration, often referred to as convergence, has moved beyond an emerging trend to become a defining characteristic of today’s print industry. Commercial printers, graphics providers, packaging and label producers, apparel decorators, promotional product suppliers, and in-plant operations are increasingly expanding into adjacent print segments to better meet customer demand and capture new growth opportunities.

Alliance Insights has tracked convergence for nearly a decade through a series of ongoing research studies. To better understand the financial and strategic impact of this expansion, Alliance Insights conducted its third study on convergence, examining how and why print organizations are operating across multiple segments and what results they are achieving.

The initial study identified early indications that print providers were beginning to move beyond traditional market boundaries. The second study documented the acceleration of this shift, confirming market segment migration as a deliberate and increasingly widespread strategy. This current study, titled Profiting Through Convergence examines how and why convergence has evolved from an opportunistic growth tactic into a strategic imperative.

Convergence Has Become the Norm and Delivering Gains

The survey found that 96% of print providers operate across multiple print segments, serving an average of three additional segments beyond their primary business.

This migration trend underscores a structural shift: print businesses are no longer defined by a single specialization but by how broadly and effectively they can serve customer needs.

Survey respondents reported that convergence is paying 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. The study includes a table detailing gains in revenue and profitability by print segment.

In addition, survey results indicate that expanding into adjacent print segments is delivering tangible, organization-wide benefits. Respondents reported measurable improvements across revenue diversification, growth, competitiveness, customer relationships, and financial performance, including:

• 96% report revenue diversification, reducing exposure to volatility in any single print segment.

• 94% cite new growth opportunities, enabling expansion into adjacent and higher-value applications.

• 93% report enhanced competitive positioning, driven by broader service offerings and greater differentiation.

• 93% report stronger customer relationships, as expanded capabilities increase wallet share and customer loyalty.

Customer Expectations Are Driving the Shift

At the heart of convergence is the customer. More than nine in ten respondents say buyers increasingly expect a one-stop print provider capable of handling multiple applications. Rather than managing multiple vendors, customers want simplicity, consistency, and accountability. Providers that expand into adjacent segments are capturing more share of wallet, deepening relationships, and reducing the risk of being displaced by competitors offering broader solutions.

Execution Matters More Than the Segment

While results are strong overall, the research also highlights that success is not automatic. Profitability depends less on which segment is entered and more on how expansion is executed.

Providers that achieved the strongest outcomes shared several common traits:

· Expansion was customer-led, based on validated demand.

· Investments extended beyond equipment to include sales enablement, training, and workflow integration.

· Sales and marketing teams were prepared to actively promote and cross-sell new capabilities.

· Outsourcing and partnerships were used strategically to reduce early risk.

Conversely, challenges such as learning curves, staffing gaps, pricing pressure, and operational complexity were most pronounced when organizational readiness was underestimated.

In-Plants Are Seeing Parallel Benefits

The study also finds that convergence is reshaping in-house printing operations. Eighty-four percent of in-plants have expanded into additional applications, most commonly graphics, mailing, and promotional products.

For in-plants, convergence has increased internal production volumes, reduced outsourcing spend, and strengthened their strategic value within parent organizations, helping reposition in-plants as business partners rather than cost centers.

A Defining Strategy for the Future of Print

The takeaway from Profiting Through Convergence is clear: convergence is no longer a trend; it’s a defining characteristic of successful print businesses.

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 the full Profiting Through Convergence study to explore detailed data, segment-level performance insights, and practical guidance for expanding your print business into new print segments.