Rather than let the economic storm get to him, Chuck Stempler, owner and CEO of AlphaGraphics Seattle, is philosophical and practical. His is one of the fastest growing privately owned companies in the state of Washington and one of the top AlphaGraphics franchisees in the country.

[caption id="attachment_1018" align="alignleft" width="133" caption="Tomek Szelachowski, HP Indigo Operator"][/caption]

Recently I took a tour of his operation and we talked about his company, industry changes, and the future. Yesterday, in Part 1, we heard what Chuck has to say about digital services as a way to provide services to a customer base that needs to control costs and generate more sales. Today, he talks about what makes a project green and his view of the future of print.

WTT: With the evolution of Web 2.0, social media, and consumer-generated content, do you see AlphaGraphics Seattle integrating with these services? Will you be providing new services that will support Web 2.0 activities and initiatives?

CS: We are primarily in the B2B market; it's very early in the implementation stages for social marketing. We do often see second and third tier relationship, such as franchise and dealer structures, where the actual user of the service is one or two steps away from the corporate marketing department.

There the brand manager can carve out brand integrity while still giving the final user the freedom to personalize the marketing materials. For a company with locations throughout the US, these programs make it possible to implement iconic images relevant to each special location. Each user can chose a template that is regionally appropriate.

We're finding that there are really two types of customers. One gets it and is searching for a solution provider that can deliver. They continue to push and help us reach new levels.

The second type of customer is well behind the curve and yet when we describe the solution and what it can do for them, especially how they can test campaigns and data, they get it. The barriers to entry are low; it is possible to do a meaningful pURL campaign at a modest cost. We don't over promise; we test all the elements and don't waste money.

[caption id="attachment_1019" align="alignleft" width="200" caption="Kim Levio, Cutting"][/caption]

WTT: Your company is FSC Chain of Custody certified. Congratulations! Does that make you a "green" printer? Not everyone defines "green printing" the same way and there is no standard or certification for what makes a printer -- or a given project -- green. From your perspective, what is "green" printing?

CS: That's right. "Green" is a word that can be used and abused. We're not particularly righteous about the whole thing, however we want to help our customers be as environmentally appropriate as possible.

One area on which we concentrate is the choice of paper and where it originates. We are focused on sourcing; where did the fiber come from? We want the papers that we use to be raised and managed in a sustainable way, to be managed with a view of the future.

WTT: Are you finding that more print buyers are asking for or expecting "green" printing? Does FSC certification make a difference to them?

CS: It comes up more and more often. People are asking about FSC certification, recycled content, VOC emissions... It is the responsibility of the printer to be able to enumerate all the options and present the cost/benefit to the client.

We have chosen to take the high road. For example, we just bought a new large format Mutoh Hybrid BioJet and paid a premium price for it. The inks used are corn oil based and we believe that will be a better decision in the long run.

[caption id="attachment_1007" align="alignleft" width="133" caption="Russ Downard, Pressman"][/caption]

WTT: Just for fun, put on your "prognosticator" hat and tell us what you think the future looks like. Will we eliminate paper in the office and read all our books electronically? Please share a few thoughts about where you think this is all going.

CS: I believe the paperless office/e-book question is a generational thing. My kids will respond to you in a very different way than my wife and I.

If you asked my kids what the Dewey Decimal System is, they would have no idea. Ask them how they find a book in the library? They'll tell you they use the "Search" function on the library computer. We used to have to know how a book was categorized to find it.

That being said, my generation is going electronic. My wife has a Kindle and uses it all the time. I prefer my paper. However when I'm traveling, I really appreciate being able to read the news on the road on the Kindle.

The music industry is the real example here. The move from LPs to CDs to MP3 is an example of a similar process. The shift is coming, but it's not a zero sum game. The tactile, eyeball experience is still superior. Until that changes, there will still be a place for paper. Remember, the "delete" button is very powerful; to physically handle a paper product still incorporates time.

Substantial printing will move to electronic delivery; the question is how long? It will happen when the electronic experience can move us as much as the physical experience.

I use a social networking tool called Plaxo, for example. With my membership, I am notified of birthdays and anniversaries, and I can send electronic greeting cards to acquaintances where I might not have been able to acknowledge special occasions before. That's a "bleed off" of printed cards. However, my closest friends and my family still get printed cards with a personal note from me.

It will be interesting to look back in 5 or 10 years to see how printers reach outside paper and ink. We will still have small, specialized services that will produce those very special printed pieces. That said, I'm sure there is still a very good buggy whip manufacturer left somewhere in the world. I just don't want to be the last buggy whip manufacturer!