In an age dominated by smartphones, GPS, and real-time navigation apps, it’s easy to assume printed maps have become obsolete. However, a recent Points of Interest panel hosted by the International Map Industry Association (June 10, 2026) reinforced a different reality: printed maps not only remain relevant but continue to outperform digital products in many sales channels. Industry leaders discussed trends, supply chain challenges, sustainability, and the enduring role of print—highlighting that printed maps are evolving rather than fading.
The panel, moderated by Bridger DeVille (East View Map Link, IMIA Past-President), featured Artur Broks (UniMaps), Steve Burry (Dennis Maps), and Tracy Groholski (Frederic Printing, RR Donnelley). The discussion centered on three themes: why printed maps still matter, lessons from the pandemic era, and what is driving the industry forward.
Why Printed Maps Still Matter
Despite digital dominance, printed maps offer advantages that technology cannot fully replicate. They provide reliability independent of batteries, connectivity, or signal, making them indispensable during outages, disasters, or in remote environments. Their physical format delivers a broader, more intuitive “big picture” view of geography, allowing users to understand spatial relationships, terrain, and distances at once.
Printed maps also enhance learning and memory; the tactile interaction of using them improves spatial awareness and retention. In collaborative environments—such as classrooms, planning sessions, or field operations—they serve as shared tools that enable discussion, annotation, and alignment. Beyond utility, they hold lasting value as tangible artifacts that capture a moment in time, making them useful for archiving, storytelling, and displaying. While digital maps excel in speed and updates, printed maps offer reliability, perspective, collaboration, and permanence.
Lessons Learned from the Pandemic Era
The disruptions of the early 2020s reshaped how the map printing industry operates. A key lesson was the importance of diversification—organizations that relied on single suppliers or partners experienced greater risk, leading many to expand sourcing across paper, printing, and logistics providers. At the same time, the limits of just-in-time production became clear, prompting companies to forecast further ahead, build inventory buffers, and schedule production earlier.
Transparency also proved critical. Businesses that communicated openly about delays, price changes, and material substitutions maintained stronger customer trust. Overall, the industry has shifted its focus from pure efficiency to resilience as the primary competitive advantage.
What’s Driving the Industry Forward
Looking ahead, sustainability, marketing evolution, and supply chain resilience are shaping the future. Printers and publishers are adopting environmentally responsible practices such as recycled or FSC-certified paper, lower-impact inks, and more efficient production processes, while balancing cost, durability, and quality.
To compete in a digital-first world, companies are expanding beyond price-based strategies by leveraging e-commerce and social media, developing niche products, and emphasizing customization and customer experience. At the same time, supply chain uncertainty persists, pushing organizations to strengthen supplier networks, manage volatile material costs, and prepare contingency plans. Adaptability is now a baseline expectation.
The Evolving Role of Printed Maps
Rather than competing with digital tools, printed maps are increasingly positioned as complementary products. Demand is growing for personalized maps tailored to specific audiences, short-run printing for niche markets, and hybrid experiences that combine digital convenience with physical engagement. This positions printed maps as both practical tools and meaningful products that offer depth and permanence beyond screens.
Final Thoughts
The “Printing in a Connected World” discussion highlighted that innovation in print comes from adaptation, not resistance. As supply chains evolve, sustainability grows in importance, and customer expectations shift, the map printing industry continues to respond with resilience and creativity. Even in a digital world, the experience of unfolding a map and seeing the bigger picture remains uniquely powerful.