The printing industry has always been a dynamic force—shaped by the evolving needs of communication, commerce, and creativity. At Fry Communications, we embrace this constant motion. For decades, we’ve stood at the intersection of tradition and innovation, where legacy craftsmanship meets forward-looking technology. Our commitment is twofold: to honor the trusted practices that have earned us our reputation for quality and service, while also investing strategically in the future—leveraging breakthroughs like artificial intelligence, automation, and 3D printing. This balanced approach allows us to offer our customers the best of both worlds: cutting-edge solutions delivered with the personalized attention and tailored service they’ve come to expect.

A Legacy of Innovation

Innovation is part of Fry’s DNA. From the early adoption of desktop publishing and computer-to-plate technology to groundbreaking advancements like Sunday presses, inline UV and cold foil systems, and 4-color inkjet presses, we’ve continually expanded the boundaries of what’s possible in print. Our integration of inserting machines, co-mailing, and robust online inventory systems keeps us agile and responsive to our clients’ evolving needs.

The revolution sparked by the personal computer transformed our operations—and we didn’t hesitate to act. Today, our equipment is driven by advanced IT systems, replacing outdated mechanical processes with software controls that boost precision, speed, and repeatability. Modern camera systems further enhance this, detecting and correcting on-the-fly variations both during printing and at the bindery.

AI, Cobots, and the Push for Efficiency

We are now in the era of artificial intelligence and collaborative robots (cobots). AI powers intelligent scheduling, predictive maintenance, and smarter quality control. Cobots—small, nimble robots designed to work safely beside humans—handle repetitive or ergonomically challenging tasks, improving consistency while lightening the load on our workforce.

These innovations are part of a broader strategy to manage the rising operational costs that are impacting the entire industry. From increasing postal rates to material and supply chain challenges, external pressures continue to drive up the cost of doing business. By investing in technology that enhances efficiency and reduces labor intensity, we are helping to stabilize our operations and absorb many of these market-driven cost increases—so our customers aren’t the only ones bearing the burden.

3D Printing: Our Next Frontier

Our investment in 3D printing is another exciting chapter in our evolution. This technology opens new doors for innovation and responsiveness. Specifically we are piloting a program for integrating 3D printing into our internal operations—particularly in parts replacement and maintenance. As supply chains tighten and critical machine components become less predictable and more expensive, our ability to manufacture replacement parts in-house enhances our dedicated mechanical maintenance program—giving us greater control, reducing downtime, and keeping production lines moving efficiently.

Rooted in Craftsmanship and Care

Despite all our technological advances, one thing has not changed: our belief in the value of skilled, hands-on work. Our press rooms along with our machine and hand bindery lines, continue to provide artisanal craftsmanship that can’t be automated—offering custom, intricate, and high-touch solutions that bring our clients’ visions to life.

Looking Ahead, Holding True

Fry Communications is future-facing, always scanning the horizon for what’s next. But we remain grounded in the same principles that have guided us since 1934: personal attention, reliability, and deep industry expertise. Our investments in technology are not a departure from who we are—they are an extension of our commitment to doing things better, faster, and smarter, while staying true to the people and practices that make Fry unique.

This year’s USPS National Postal Forum saw its highest attendance in 15 years and the most exhibitors in more than two decades—a clear signal that the U.S. Postal Service is at a pivotal moment in its evolution. For catalogers and magazine publishers who have relied on the USPS for decades, this transformation brings both opportunities and questions.

As the USPS highlights record package volume and cost-saving milestones, many in the print industry are closely watching how these changes will impact the future of printed mail.

A Monumental Shift Underway

The USPS is now four years into Delivering for America, a 10-year plan focused on operational efficiency, infrastructure upgrades, and financial sustainability. Leadership—including Chief Performance Officer Joshua Colin, Executive Director of Operations Integration and Excellence Greg White, and Chief Customer and Marketing Officer Steve Monteith—has taken on the complex task of integrating five transportation networks and rethinking the nation’s mail logistics.

Recent milestones include:

• $1.6 billion in transportation and processing cost reductions
• 9,000 fewer daily truck trips, saving $3.6 billion
• Over $500 million in industry savings through the Mail Growth Incentive

These achievements represent real progress in modernizing a vast, legacy system. But they also raise important considerations for the industries that have long been the USPS’s core mailers.

The Evolving Economics of Marketing Mail

For catalogers and publishers, the biggest question is how these cost savings translate—or don’t—into affordability. While USPS has introduced several promotional programs, such as:

• A 10% Catalog Incentive (Oct 2025–July 2026)
• Up to 5% discounts through 2026 promotions

…these measures may not fully offset the rising costs of Marketing Mail for many businesses. As print budgets tighten, organizations are working to adapt—balancing the proven value of physical mail with the financial pressures of frequent rate increases.

Packages on the Rise, Print at a Crossroads

Between 2019 and 2024, USPS package volume increased from 6.2 billion to 7.3 billion. In a challenging delivery market, USPS was one of the few carriers to grow. This shift reflects broader changes in consumer behavior and USPS strategy—but it also prompts important conversations about maintaining equilibrium between package services and traditional mail classes like periodicals and catalogs.

Where Print Stands Today

Print remains an effective, trusted communication channel. Consumers continue to respond to catalogs, subscribe to magazines, and engage with direct mail in ways that digital alone often can’t replicate. Tools like Informed Delivery, now with over 70 million subscribers and 60% open rates, show how print and digital can complement one another.

Far from being outdated, the print industry is evolving:

• Embracing omnichannel marketing
• Leveraging data and personalization
• Investing in sustainable practices
• Integrating print with digital engagement tools

In this context, mailers aren’t standing still—we’re innovating alongside the USPS.

A Shared Future

As the Postal Service celebrates its 250th anniversary this year, it’s a moment to reflect on how far we’ve come—and how we move forward together. Print mailers remain committed partners in the USPS ecosystem. We value the institution’s role in reaching every address in America, and we believe there’s room at the table for all mail classes to thrive.

The road ahead includes challenges, but also opportunities—for greater collaboration, smarter incentives, and more nuanced rate strategies that support growth across all channels of mail.

Our ask is simple: that as USPS charts its course toward the future, it continues to recognize the enduring value of print—and the businesses that bring it to life.

In an era dominated by screens, algorithms, and ephemeral content, a surprising renaissance is underway—print media is making a bold, strategic comeback. At a recent Niche Media conference, two keynote speakers delivered powerful messages that underscored not just the staying power of print, but its growing relevance for a new generation of readers.

Kelsey Russell: Gen Z’s Print Evangelist

Kelsey Russell, known online as the Print Princess, is a TikTok influencer with over 89,000 followers and a mission: reintroduce the tactile, trustworthy value of print journalism to digital natives. As co-host of First Stop News, a weekly current events show for kids, she brings humor, clarity, and curiosity to a space often clouded by skepticism and burnout.

Russell’s message is clear—Gen Z may be swimming in digital content, but they’re also drowning in distrust and emotional fatigue. Print offers an antidote. It invites readers to slow down, reflect, and engage deeply. Her viral TikTok tour of the Long Island Press print plant proves there’s hunger for behind-the-scenes content that demystifies the journalism process.

Actionable takeaway: Print outlets should partner with influencers like Russell to tell their stories in fresh, authentic ways—especially by showcasing how journalism works and why it matters.

Samir Husni: “Mr. Magazine” Declares 2024 the Year of the Relaunch

Industry legend Samir Husni declared 2024 “The Year of the Relaunch,” as dozens of beloved titles return to newsstands. From Field & Stream and Saveur to Playboy and Heavy Metal, legacy publications are proving that print is not dead—it’s evolving.

Husni emphasized that a true magazine must deliver more than content; it must curate experience. Relevancy, necessity, and sufficiency are his touchstones: does the magazine matter, is it essential to its readers, and does it fully serve its niche?

He also pointed to high-end, low-frequency titles like Palmer ($60/issue) and Mountain Gazette ($45/issue) as examples of how print is adapting. These aren’t just magazines—they’re cultural artifacts.

Key insight: Quality and intention are winning out over quantity. The magazine industry’s smartest players are going deeper, not broader.

The Future Is Hybrid—and Hopeful

Both speakers touched on the potential for print and digital to coexist. Annotated print content, AI-conscious editorial standards, and influencer collaborations are just a few ways the industry can bridge generations.

Whether you’re a veteran publisher or a newcomer passionate about tangible storytelling, now is the time to support, innovate, and evangelize for print.

Let’s not just talk about the power of print—let’s show it, share it, and shape it.

At a recent industry event, Alisa Cromer, CEO of NichePublisher.biz, delivered a compelling talk on how niche publishers are generating and diversifying revenue. She shared key findings from a survey that explored the current state of income streams in the niche publishing space—offering both data and strategy.

The 11 Key Revenue Sources

Cromer’s survey identified 11 major revenue sources currently in play among niche publishers:

• Print Advertising
• Digital Advertising
• Digital Services
• Content Marketing
• Newsletter Ads
• Custom Publishing
• Video/Podcasting
• Directories
• Affiliate Sales
• Events
• Subscription Sales

Despite the growing importance of digital, traditional print advertising remains dominant, with 28.5% of publishers reporting it still accounted for over 70% of their revenue in 2024. However, shifts are underway:

• 50% of respondents saw flat print revenue.
• 30% reported a decline.

Underused Opportunities for Growth

Cromer highlighted three key areas that are often underutilized but present strong potential for additional revenue:

1. Newsletters

Although widely distributed, newsletters remain an untapped monetization channel for many publishers. Two promising strategies include:

• Selling newsletter production services to local or industry-specific organizations.
• Offering “exclusive sends” of existing newsletters to advertisers.

2. Content Marketing

This growing category includes selling the production of:

• Videos
• White papers
• Advertorial press releases

These services allow publishers to leverage their editorial and creative strengths in a client-facing capacity.

3. Buyer’s Guides

Buyer’s guides are another strategic opportunity—serving readers with valuable content while attracting advertiser sponsorship.

The Golden Rule: Own Your Audience

Cromer stressed that success in any revenue category starts with building an owned audience. Her top recommendation:

Gate all content to collect email addresses.

Email capture creates a direct relationship with readers, empowering publishers to grow, segment, and monetize their audience more effectively.

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For niche publishers aiming to adapt and thrive, Cromer’s message is clear: diversify revenue, tap underused assets, and invest in audience ownership.