First, individual printers are not of sufficient size to stimulate the demand for print. We’ll look at the issue of “demand” in greater detail in chapter 5, but suffice it to say here, those dynamics are based on societal and other changes that are out of their range of control.
At the same time, a centrally-planned effort will not work either. Innovation always bubbles up from firms to industries, not the other way around. In order for the industry to be better, the companies in the industry need to be better—and those decisions are made locally, based on the markets and geographic areas that individual owners and entrepreneurs choose to pursue.
Second, simply relabelling the industry doesn’t automatically create a repositioning. To do that, you have to make meaningful changes in your business relationships or strategies, hence the importance of innovation “bubbling up.” Otherwise, it’s like setting up an instant messaging account but not giving out your user name—and then wondering why you never hear from anyone. So the goal is to deal with issues that go far deeper than just changing your name from Smith Printing to Smith Communications.
The Role of Organizations
What is the role of local and national associations in all of this? As we indicated above, not as a “master planner,” but rather as an encourager of a free-wheeling exchange of ideas, and the creation of a marketplace for ideas through education and forums.
Ultimately, though, it’s a hands-off relationship. Printers have to stir their own pots; there can’t be a “master stirrer” when the degree of change that’s needed is so massive. But organizations can help supply some of the spoons.
This excerpt is from 2nd Edition of Renewing the Printing Industry: Strategies and Action Items for Success.
MindFireInc is providing complimentary copies of the report on their Website. The report, a $200 value, details how print businesses can not only survive but thrive in these challenging times.
To get your complimentary copy, visit MindFireInc.
Discussion
By max on Oct 06, 2008
I wonder how many copies you manage to sell :-)
Tell us in a month
By Michael Josefowicz on Oct 07, 2008
I'm thinking the printers who get it, are doing it. The printers who don't get it, are too busy keeping the ship afloat to read a report. The trade associations don't want to hear it, because it means they have to change their business models.
It's the way distraction makes innovation so valuable. Who has the time?
By Brian Regan on Oct 07, 2008
Knowledge is key in just about everything. Being selective in how you use your available reading time is key. There is time to be found in ones day, just look at what you do daily and utilize it strategically. For me its simple, I have 35 minutes of down time each direction on my commuter train ride, for example.
By Michael Josefowicz on Oct 07, 2008
But if you don't use a commuter train and drive to work, it's pretty hard to find the time to read. Maybe if the report was available as podcast or a DVD, it would be easier to fit it into the day?
By Brian Regan on Oct 07, 2008
Like I said, there is time, one needs to just look at what they do ad find it.
Pod cast would be cool.
By Harvey Hirsch on Oct 14, 2008
I have sat in on many meetings and seminars where the speaker states that in order to survive, a printer must take printing and graphics out of their name and become a marketing services provider. Hmmm. The day that a printer becomes a content provider and a strategic thinker/planner and goes direct to a client, bypassing the agency and creative developers is the day when they take on a responsibility to educate themselves in tactics other than pre-press production or greening technology. It is the day when they get up and say, I must market more efficiently for my own company using all of the tools available and not just print. Unfortunately, very few print providers are doing that or can even think about doing that. And, even bringing together a partnership with a creative content provider will lead to the constant question of "who bills the client?"
By Michael Josefowicz on Oct 14, 2008
Re "who bills the client". The days of owning the client are long gone. So...whoever has the best relationship with the client sends the bill. Or however the client wants to get billed, is how they should be billed.
Different arrangements for different situations. The trick is that the old days of mark it up and bill it are pretty much gone.
These days, everyone puts in a fair cost for their work and bills accordingly.
Discussion
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