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A Passive Print Business Doesn’t Work Anymore (Be Assertive)

The default for decades has been, when you want to communicate something (a marketing message, information, education, compliance message, etc.) you contacted your printer and discussed the timeframe, manufacturing specifications, and quantities. Printers could be passive

By Jennifer Matt
Published: September 24, 2013


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Jennifer Matt is the managing editor of WhatTheyThink’s Print Software section as well as President of Web2Print Experts, Inc. a technology-independent print software consulting firm helping printers with web-to-print and print MIS solutions. You can reach her at jen@whattheythink.com.



By Howard Owen on Sep 24, 2013

Jennifer - your content just gets better and better everyday! Great article.


By Jennifer Matt on Sep 24, 2013

Howard - you are too kind. I like playing the role of "challenger" not because I like to make people uncomfortable but because I want indivudal people and companies to understand they have some control over what's happening.

Yes, a lot is changing, yes it can be freakin scary. But with change comes opportunity. We (myself and my company) want to be part of the solution. Our job as consultants is to keep bringing new ideas, unique insights for printers to make more money or save more money from streamlining their operations. We need to solve real problems together, this means changing the way we've been working up until now and being more assertive.



By Gina Testa on Sep 25, 2013

I couldn’t agree more, Jennifer. At Xerox, we also believe we need to rally around the idea of the power of print and how it is a viable communication medium. This especially resonated at PRINT 13 for me. Leading up to the event we co-hosted a #PrintChat on Twitter, and a lot of the conversation revolved around why print wins and what people thought about the future of print. Many attendees stopped by our booth to create Vine videos and some of my favorite answers were: it grows business opportunities, it makes an impactful statement, and because it’s tangible and lasts. Check out my colleague’s blog post to read more about the successes of the printing industry and its future: http://bit.ly/18U5nHF .

Just like Domtar and its paperbecause.com initiative, we believe in print’s resurgence and we’re finding new, innovative ways to make it work. It’s time for that wake-up call – there IS power in print. Thanks for celebrating with us, Jennifer.


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