Upcoming elections spell profit for printing industry

CEBU, Philippines - The local printing industry sees good business prospects with the increasing printing orders from candidates vying a seat in government in the coming May 2010 elections.

One of Cebu’s largest printing companies, Basic Graphics Inc., sees at least 30 percent growth in revenue this year, as printing demand for banners, posters and flyers are increasing, said company’s chief executive officer Edmun Liu.

Liu said that while most local candidates have their campaign materials printed in the city, national politicians bring their materials from their headquarters in Manila.

“They could print their materials here at lower cost, considering they will not have to pay for the shipping cost," he said.

Although television has now become a popular medium to promote candidates, Liu said print materials are always an effective means for candidates to campaign to the masses.

“Flyers and posters are cost effective, especially for local candidates. In general, the industry will see more local candidates and even those seeking for a national post to take advantage of the printing business beginning next month,” Liu said.

Elections, he said, is an opportunity for the commercial printing sub-sector to expand their usual client-based composed mainly of export industry players, like those involved in furniture, fashion accessories, gifts, toys and housewares, garments, among others, who are in need of quality, high-end advertising and marketing materials.

Graphics and digital printing solutions provider, Red Tag has invested P6 million to provide world-class quality technology of printing in Cebu.

The huge investment incurred by the home-grown printing company, was decided after it sees a huge potential for printing business in Cebu, especially that visibility of any business is one of the important mechanisms to stay in the business.

 “There’s so much more in the printing business especially in the visual merchandizing arena,” said Red Tag president Bryan Madroñero

Apart from the huge opportunity for the upcoming election that is expected to boost the printing business, Madroñero said Cebu’s printing industry is dynamic as companies whether large or small are now recognizing the importance of visual advertising.

Likewise, Liu said the print industry already showed potentials for growth considering the mushrooming of start-up players.

“There’s always room for more players but one has to find its own advantage in order to survive. Being globally competitive is an essential key to grow the business,” he said.

Both Liu and Madroñero believe that there is a good potential for the printing industry in Cebu to post dramatic growth, not just only for election season but in the coming years, as long as printing industry players continue to invest on technology and quality of services, that are globally competitive. —Ehda M. Dagooc