Technologies such as Xeikon, Indigo, and the Heidelberg/Presstek GTO-DI can change both the way print buyers may purchase printed material and the way printers and trade services respond to changing demands. Our recent study surveys the graphic arts industry for their current views of these new products and provides forecasts of installations and usage with breakdowns by market segment and size of firm. The acceptance of desktop publishing and electronic prepress have not only paved the way for a totally electronic printing process, but it has broadened the base of people who develop color originals for reproduction. Electronic printing adds the ability to customize jobs on the fly. How print providers will respond to the impact of electronic color printing depends on how each firm perceives the 'threat.' Most printing companies are run by entrepreneurial individuals who have, as their highest priority, their own economic survival. Service bureaus are already looking at electronic color printing as yet another way to differentiate their businesses. The study was based on a mail survey with 682 responses from graphic arts firms, interviews with printers, suppliers, associations and industry executives, and detailed secondary research. Results of a new survey in progress in January 1995 is also presented.