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Industry Insight

Toshiba Cancels "No Print Day"

By Richard Romano
Published: June 21, 2012

Sorry, Tree, back to work! Via Printweek, Toshiba has relented, and has decided to abandon its ill-advised No Print Day:
In a letter to its members, Printing Industry of America (PIA) president Michael Makin announced: "Toshiba has agreed to abort its National No Print Day!" Makin's letter went on to describe his conversation with Toshiba USA senior vice president of marketing, services and solutions, Bill Melo, regarding Toshiba's "ill-conceived initiative". In it Makin states: "Mr. Melo was quite 'concerned' with how the campaign had been received by the commercial printing industry and stressed it was never the intent of his company to disenfranchise or insult our industry. He explained that the campaign was always directed at the office marketplace where he opined there was needless waste."
Toshiba still plans to revisit a campaign to reduce office waste, but assures that it will not demonize an entire industry in the process. Props to Toshiba for seeing the error of their ways—and perhaps this will lead to legitimate conversations regarding sustainability. And, you know, it’s actually kind of refreshing to see that the printing industry still has a bit of muscle!

Please offer your feedback to Richard. He can be reached at richard@whattheythink.com.



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