In the past month I have attended two major printing conferences. The Newspaper Association of America (NAA) coordinates the NEXPO conference which was held in Washington D.C. this year. Print Industries of America and the Graphic Arts Technology Foundation (PIA/GATF) recently held the Web Offset Association conference in Schaumburg, Illinois. Attendance at both conferences was less than in the past, especially NEXPO. But, both industries have opportunities for continued growth. Both industries need to look at their operational models and adapt customer advocacy as a business driver.
In the newspaper industry it is a time to re-think the old model of pushing news at consumers and start to engage in a business model that is driven by audience development. That will mean looking at a portfolio of delivery channels and experimenting with the right mix of print and digital products. Outsourcing of services was a major topic of many of the breakout sessions. Consolidation or outsourcing of production is a given.
In commercial printing there is slight growth predicted for print on paper and higher percentages of growth in digital products. Again a positive outlook if commercial printers adapt a stronger marketing approach and truly work with their customers to understand their customer’s business and needs. Value added services are a must for printers wanting to grow their customer base. A high percentage of the printers attending the conference have adapted sustainability programs, customers are asking for and in many cases requiring this of printers.
I left feeling that our company has adapted the right approach to customer advocacy, that our efforts on sustainability have been good but we do need to kick it up a notch. We have applied to be part of the Sustainable Green Printing (SGP) verification process. You can visit the website at www.sgppartnership.org to learn more about that program.
Overall anyone in the printing or newspaper industry assuming that business as usual will get them through the next few years is sadly mistaken. Those that are embracing the changes and developing business and operational models to adapt to customer and audience needs will not only survive but grow and thrive. Print is not dead, it is evolving!
