Will Stationary Overcome Digital Communications?

Jackie Kennedy shared with Oscar Wilde a passion for note writing. They thus made out of stationary an essential accessory for any lady or gentleman  In Oscar days stationary was a cottage industry marked by uniqueness and high prices. In Mrs. Kennedy times calligraphy had become printable and thus the technology genius had spread the niceties while lowering the prices. But you could always tell who had come from a «well reared family» from who had just been touched by a luck fairy through the person’s use of stationary.

Those holding pieces for letters; thank you notes and presentation of presents were among the best educated. As literacy indexes rose in the so called emerging markets demand for stationary grew worldwide. Enhanced college access gave the industry a great boost. And since 1395 birth date of Gutenberg stationary reigned supreme as prime communications input. In the 1990s it faced its first real challenge after Steven Jobs had that idea of making computers accessible to most people. E mail became the first and true challenger. And then came text messaging and then twitter and WhatsApp. But letters and notes seem to have retrenched to their noble origins becoming inseparable companions of elegant people worldwide.

But stationary also takes other forms. It comes in memos; invoices and legal regalia. And all this uses have kept the Gutenberg business going. Global stationery market hit the $155.4 billion benchmark by the end of 2015 and is projected to reach $226 billion by 2020 the emerging markets Asia and high demand regions in parts of America and Europe are projected to be the largest contributors. Countries like India and China are projected to have an industrial increase of double digits (an estimated 10 to 15%).

Notebooks are most sold in the educational category. Office products include noting pads, files and folders and printing sheets. Greeting cards are the largest growing industry segment as in spite of the expediency granted by  e-communication , people are more likely to think they are truly transferring affection or sorrow or joy through greeting cards to celebrate birthdays, marriage anniversaries and the  passing of friends and relatives. Greeting cards which represent almost 30%  of the industry also are the greatest employer of artistic talent in the world. And this perhaps is the most significant contribution of the industry to development!!!