As in publishing the printing business has been undergoing quite a bit of consolidation and scaling lately, creating ever-larger printing conglomerates focused on higher margins and revenues. The key to their improved economic performance will be "short run" printing for customers wanting to reach highly targeted markets with customized messaging. What will happen when the economies of mass customized printing are married with the source-agnostic aggregation of today's Web? Call it Google Print - and call it the next major challenge facing today's publishers.

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