156

総説
Meeting the Challenges of Printing Science and
Technology in the Philippines towards a Collaborative
Asean Community of Printers
Rolando F. Rocha*
* Executive Director, Philippine Center for Print Excellence Foundation, Inc

Abstract
The Philippine printing industry started in the early 1600s during the Spanish regime with the publication of a book
by a Filipino printer, Tomas Pinpin. Over the last four centuries from its inception, the industry has grown into a
booming, competitive media and graphic arts business comprising three different sectors such as the publishing industry,
commercial printers, and industrial packaging/label printers. Its technical capabilities are continually being upgraded
and modernized to stay competitive with the country＇ s regional neighbors and to keep abreast of new technologies and
innovations in the global printing enterprise. These advancements include digital media production, laser technology,
“green”printing, and the use of information technology. For further development characterized by cooperation and
knowledge-sharing, a free exchange of people, materials, technologies and talents becomes the industry＇ s thrust. The
government has enacted laws to attract capital investments in this field. New models being turned out by big names
in the industry are being continuously improved to revolutionize printing services. These various technologies are
expected to dramatically create new road maps for printers in the country and the region.

フィリピンの印刷産業は，1600 年代の初めスペイン政権の時代にフィリピンの印刷業者である Tomas Pinpin が 1 冊の

本を出版したことから始まった．それ以来過去 4 世紀の間，この産業は急成長し，3 つの異なる分野である出版産業，商
業印刷業界および産業的な包装・ラベル印刷業界を構成するメディアとグラフィックアーツビジネスは競争の時代へと突
入した．その技術的可能性はさらに発展と近代化を続けており，依然国内の地域同業者同士では高い競争状態にあり，世
界的な印刷企業の新技術や改革に追随している．これらの進歩には，デジタルメディアの生産，レーザー技術， “グリーン”
印刷，および IT の活用が含まれている．協力と知識の共有を特徴とするさらなる発展のためには，人，物，技術，人材
の自由な交流が産業の推進力となる．政府はこの分野の投資を促す法律を制定した．業界の大手企業が新しいモデルによ
るビジネスを開始し，次々と印刷サービスの変革をもたらしている．このような様々な技術が，国や地域の印刷業界の新
しいロードマップを劇的に作り出している．

INTRODUCTION the local and international market. However, it is the

The world of media and graphic arts industry
is becoming too competitive that countries like
the Philippines have to modernize and upgrade its
technological capabilities to compete in a globalizing
enterprise. The Philippines just like her Asian neighbors
is always watchful of the latest state-of-the-art printing
technologies to cope with the growing demands of both
* rollyrocha@yahoo.com
desire of the Philippine printing industry to maintain a
harmonious collaboration and partnership with the other
member countries of the ASEAN in responding to the
challenges of printing science and technology.
1．BRIEF HISTORY OF PRINTING IN
THE PHILIPPINES
Philippine printing came a long way from the time
the Spaniards set foot in the archipelago. The following

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 Meeting the Challenges of Printing Science and Technology in the Philippines towards a Collaborative Asean Community of Printers
are significant dates tracing its history.
● In 1610, Tomas Pinpin, known as the“Patriarch of
Filipino Printing,”was the first native Filipino to
publish and print a book entitled Librong Pagaaralan
nang manga Tagalog nang Uicang Castilla, meaning
a book from which Tagalogs can learn the Castillian
language. It was entirely written by himself in the
old Tagalog orthography（Carlos, 1960）
．）
● In 1637, Pinpin also published and printed the first
newspaper called “Sucesos Felices”（Fortunate
Events），a 14-page report that dwelled mainly on
Spanish military victories in the country.
● The first widely circulated newspaper in the
Philippines was issued during the term of Spanish
Governor Fernandez del Forgueras and was issued in
the years 1811-1832.
● The first licensed and registered printing press in
the Philippines was Carmelo and Bauermann. Their
printing and press lithography shop was established
on Azcarraga Street, Manila in 1876, under the
dispensation of the King of Spain.
● Under the American administration, the Philippines
was a vital functioning cog in the graphic arts
industry in Asia. All religious documents in the region
were printed here in the Philippines.
● In the years 1950-1960, the Philippines attained the
highest level of achievement in the printing industry
among Asian countries. She became the melting pot of
neighboring countries in graphic arts development.
● The first four-color press in Asia was installed at the
General Offset Press in Balintawak, Quezon City. This
paved the way for printers in the region to follow suit.
● The martial law years（September 1972-February
1986）， however, dampened the spirit of printing
entrepreneurs as restrictions were imposed on the
importation of printing machines and publication was
controlled by the government.
● After the lifting of martial law in 1986, the printing
industry bounced back and new technologies in
the graphic arts allowed printers to face future
challenges. Today, the graphic arts industry is a major
contributor to the country's competitiveness in the
global market.
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157
2．PRINTING INDUSTRY TRENDS
The Philippine graphic and media industry has an
estimated base of 5,000 or more printing establishments,
mostly located in Metro Manila and the adjoining
progressive cities in the 13 regions based on last report
of the National Statistics Office.
A big chunk of these printing companies（about
85%）are into offset printing, while the rest are into
flexography, gravure, label and digital printing. Of the
85% belonging to the offset group, 53% are small-scale
companies（with assets of more than PHP 5 million,
employing less than 30 workers），35% are medium-scale
（with assets of more than PHP 10 million and employing
more than 30 workers），and 12% are large- scale（with
assets of more than PHP 100 million and employing close
to 100 workers）．
The Philippine Printing Industry is composed of
different sectors according to their specific lines of
specialization, to wit:
（a）The Publishing Sector - This accounts for 70%
of the industry sales. This sector is engaged in
the publication of books, newspapers, magazines,
journals, periodicals, and pamphlets. Except for
those in the newspaper publication business,
the rest that belongs to this sector usually sub-
contracts some of their printing requirements
to other commercial printers or, if the volume is
big enough, bids it out to foreign printing firms.
Only 6% of the total industry players are into
publications of newspapers and periodicals. Huge
capital investments and competitive market prices
make it hard for some publishers to invest in this
field.The book market is finding strong competition
from digital book publishers as print buyers move
to shorter runs, tighter schedules, and target
marketing.
（b）Commercial Printers - This group accounts for
10% or more of the market share. Printers that
belong to this group are engaged in small-to
medium-run commercial jobs like brochures, flyers,
posters, calendars, call cards, social cards, invoices,
and other accountable forms. They employ fewer
numbers of printers, and use small printing
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158 総 説
equipment which are mostly refurbished printing
machines coming from Europe and North America.
This small-to medium-scale subsector, however,
comprises the majority of the printing firms in the
industry. A big percentage of the industry players
are in this sector. Commercial and job printers
cater to the domestic market. These entrepreneurs
compete in the market size of around US$ 50
million or more and may reach the US$ 170 million
mark if given enough opportunities to expand their
facilities and improve their technologies.
（c）Industrial Packaging/Label Printers - This sector
is almost similar to and at times interchanged
with commercial printers. It caters to the printing
of materials used for labelling cartons and boxes,
as well as stickers and other collaterals for
manufactured goods. This group will definitely get
a big market share in the coming years as global
logistics involves packaging in one form or another.
3．CURRENT TECHNOLOGIES
The Philippines is constantly on the lookout for new
technologies in the industry. For instance, local printers’
attention has been drawn to the highlight of this year’s
Drupa show in Dusseldorf, Germany, that focuses on the
future of the printing and graphic arts industry revolving
around digitalization and the use of modern production
processes. The big shift to digital media production from
the traditional analog offset process is attributed to the
following factors:
（1）Market need for faster turnaround time;
（2）Increased variable data printing capabilities;
（3）On-demand order fulfilment;
（4）Faster make-ready time;
（5）Negligible spoilage or wastage;
（6）Color consistency from the first to the last copy; and
（7）Higher resolution quality.
Printing on different substrates has become a reality.
Laser technology can do the etching, engraving or cutting
on cartons, fabrics, metals, glass, leather and many others.
With the new technology in direct garment printing,
garment decorators or textile printers can print short-
to-medium runs on a wide variety of fabrics which can
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even be customized according to clients’specification.
Moreover, graphic arts related software, workflow
solutions, color management software and web-to-print
solutions are just a few of the latest innovations that help
create market applications and improve cost efficiency.
Considering that the whole world is going“green”，
new technologies in the development of traditional inks,
printing chemicals and other products which are harmful
to our environment are continuously being improved.
Additionally, many book publishers today have
integrated into their systems the use of information
technology that results in a more flexible, speedier, and
efficient production.
The worldwide technology in digital printing gives
the local printers value for their investments and
an opportunity to match the quality standards and
productivity levels of their foreign counterparts. The
Philippines like the rest of her Asian neighbors are
eagerly anticipating the technological advancement that
will uplift the standards and improve the profitability
margin of printers. Surely, Filipino printers will embrace
these changes and will constantly work on ways to
improve their performance and competitiveness both
locally and internationally. With the creation of a
competitive environment, the printing industry and
individual firms, in particular, become drivers of growth
and wealth creation.
4．FUTURE DEVELOPMENT
Globalization is opening up doors for new
opportunities. People, materials, technologies and talents
are exchanged freely, thereby enhancing growth thru
cooperation and knowledge-sharing.
The government, in recognition of the need to
modernize and upgrade the technological capabilities
of the printing industry has legislated several laws to
protect and enable investors to maximize their capital
investments in this field.
Traditional printing, which has been the backbone
of our printing industry, is now being revolutionized
by state-of-the-art technologies. Heidelberg, Ferrostaal,
Kodak, HP, Canon and other big names in the industry
of printing are turning out new models that would
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 Meeting the Challenges of Printing Science and Technology in the Philippines towards a Collaborative Asean Community of Printers
drastically change the nature of demands for printing
services.
Printing may have suffered a temporary setback
because of global recession and other industry problems
but surely the industry remains full of opportunities for
growth and expansion.
Looking beyond, new technologies like Nanography,
Green Printing, full automation in commercial printing
and the advent of new software solutions will dramatically
create new road maps for all printers in the region.
While modern technology will change the landscape of the
printing industry in the years to come, the Philippine Center
for Print Excellence Foundation（PCPEF）
，Inc. maintains
that the greatest asset of any enterprise is its people. Skilled
professionals and highly trained workers are indispensable
to coping with the demands of printing efficiency. Thus, in
support of the Philippine government＇ s policy of Public-
Private Partnership（PPP），the Foundation has adopted
and tied-up with a state-owned graphic arts printing
school, the Technological University of the Philippines,
for a common effort toward generating very qualified
graphic arts human resource.
To date, the Foundation has donated 60 computer
units, a Heidelberg printing machine, and other equipment
to enable the institution to teach and train students the
basics of the printing process. An important component
of this collaboration is the review of the current graphic
arts curriculum with a view of upgrading the courses and
keeping them comparable to the subject offerings of our
neighboring Asian counterparts. The Foundation looks
forward to establishing regional or international consortia
programs with academic institutions running a similar
curriculum for knowledge and expertise-sharing. Through
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159
this arrangement, study visits and exchange programs
can be organized for benchmarking on best practices.
This way, participating institutions can ensure the global
competitiveness of their respective local printers.
While this partnership has yet to be designed and
instituted, the Foundation will continue its advocacy of
supporting a promising sector of the Filipino youth to
acquire and hone their technical knowledge and skills
enabling them to face and respond to new challenges
head-on with confidence. Our investment in the education
of young Filipinos demonstrates our acceptance of Dr.
Jose Rizal＇ s, our national hero, belief that“the youth is
the hope of our future.”
From the time, the printing industry came to be
established in the Philippines, Filipino printers despite
certain constraints and setbacks, have been persistent
in cultivating their craft. Heightened awareness of
innovations and advancements in the industry coupled
with an intense desire to excel in their area of expertise
drives them to maintain efficiency in meeting local
demands and, more significantly, healthy competitiveness
with regional partners.
The endless challenges that the Philippine printing
industry needs to respond to vigorously has made it
global.
ACKNOWLEDGMENT
The author would like to express his profound gratitude to the
many individuals who have made his participation possible.
BIBLIOGRAPHY
Carlos, Quirino. 1995. Who’ s Who in Philippine History.
Manila, Philippines: Tahanan Book.
2001 Data of the National Statistics Office. Manila, Philippines.
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