WhatTheyThink

Premium Commentary & Analysis

Still Disruptive After All These Years, Part 2: The Value of Print

The second installment of a look back at Dr. Joe Webb and Richard Romano’s 2010 book “Disrupting the Future” asks the burning question: what exactly is the value of print?

Thursday, February 27, 2025

Last fall, I was browsing in my local bookstore when a title caught my eye: The Lost Continent: Travels in Small-Town America by Bill Bryson. I’ve read a number of Bryson’s travel books and enjoyed them—A Walk In the Woods, I’m a Stranger Here Myself, and The Road to Little Dribbling are laugh-out-loud funny—but I had lost track of Bryson in recent years and since The Lost Continent was on a display table, for some reason I thought it was a new (or newish) release and picked it up.

When I finally got around to reading it, what jumped out at me from literally page one was that it was in no way a new or even recent book. What was the giveaway? How Bryson navigated and interacted with the world. Flipping to the copyright page confirmed my suspicion: the book was first published in 1989. That meant, during his travels: No cellphone. No Internet. No GPS. As he drove around the country alone, his sole source of navigation was a printed map, or, occasionally, directions from locals, which were not always reliable. (It’s also amusing how he complains about paying $20 for a motel room. Ha!)

Now, I remember the 1980s (I graduated college in 1989), but looking back it still boggles the mind how we accomplished things back then. Shortly after college, a friend and I embarked on a cross-country road trip and we likewise had none of those Big Three technologies. We, like 1980s Bryson, relied on printed maps. To find places to stay, we relied on highway signage or printed directories of Days Inns or Super 8s we had picked up in motel lobbies—or even of campsites (hey, we were on a budget). We recently reminisced about that trip: how the heck did we manage it? But we did.


Continue reading your article
with a WhatTheyThink membership.

WhatTheyThink Annual Membership

Less than $4/week.

Get unlimited access to in-depth commentary and analysis covering the latest trends, emerging technologies, operational strategies, and key events across every segment of today's printing industry.

Stay informed. Stay competitive. Stay ahead.
WhatTheyThink Day Pass

$5 for 24 hours

Unlimited access to all of WhatTheyThink. Get your Day Pass

Already a member?
Sign In

About Richard Romano

Richard Romano is Managing Editor of WhatTheyThink.  He curates the Wide Format section on WhatTheyThink.com. He has been writing about the graphic communications industry for more than 25 years. He is the author or coauthor of more than half a dozen books on printing technology and business. His most recent book is “Beyond Paper: An Interactive Guide to Wide-Format and Specialty Printing.

Recent Articles from Richard Romano

WhatTheyThink Student of the Month: Adrian Martinez

WhatTheyThink Student of the Month: Adrian Martinez

In partnership with the Foundation for Graphic Communication Education (formerly the Print and Graphics Scholarship Foundation), WhatTheyThink is profiling promising students in a graphic communications or related program. This month, we profile Adrian Martinez, a third-year student at Illinois State University majoring in Graphic Communication Technology. Read More

Meet Our Student of the Month: Adrian Martinez

Meet Our Student of the Month: Adrian Martinez

In partnership with the Foundation for Graphic Communication Education (formerly the Print & Graphics Scholarship Foundation), each month we profile a promising student in a graphic communications or related program. The goal is to raise awareness of graphic communications programs, as well as help students get a “leg up” on entering the industry after graduation. This month, we profile Adrian Martinez, a third-year student at the Illinois State University majoring in Graphic Communications Technology. Read More

EFI's Ken Hanulec on Trends in Display Graphics

EFI's Ken Hanulec on Trends in Display Graphics

Ken Hanulec, Vice President of Worldwide Marketing for EFI, talks about the latest trends in display graphics as well as some of the recent EFI product releases. Read More

Epson's Latest UV Flatbed Printer

Epson's Latest UV Flatbed Printer

David Bistrovic, Product Manager, Professional Imaging, for Epson highlights some of the company's most recent product introductions—including its new UV flatbed printer, the 10-color SureColor V4000. Read More

Roland Makes Its Mark

Roland Makes Its Mark

Richard Romano talks with Michelle Schott, Marketing Director for Roland DG, about the company's celebration of a major milestone and its new branding. Read More