Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Hunkeler Innovationdays     Industrial Print Analysis     European Coverage     Production Inkjet Analysis

Dr. Joe: Printers should position themselves to offer new media services

Published on October 18, 2010

Cary Sherburne:  Hi, I’m Cary Sherburn, Senior Editor at WhatTheyThink.com, and I’m here with Dr. Joe Webb, who is Director of our Economics and Research Center. 

And Dr. Joe, I know that you’ve been doing a lot of thinking about the future of the printing industry and how businesses should be managing themselves in these rapidly changing times and particularly as it relates to new media.  Marketing budgets are not growing. 

Dr. Joe Webb:  Right. 

Cary Sherburne:  But they’re split among more things.  So why, you know, what should printers be doing in terms of getting involved with integrative communications or should they even be thinking about that? 

Dr. Joe Webb:  Well remember, marketing budgets are changing, but inside the marketing budgets there’s less money being spend on advertisings space and they’re being reallocated to other things like search engine optimization, social media, and other things that don’t have the same kind of costs associated with that.  So even though their budgets may be flat, they’re spending on production may be much higher than it used to be because there’s a lot less being spent on trade events, like very big trade shows, they may be going to more regional shows, they may be running events on their own to try to change their costs.  There maybe different customer events within the companies.  And all those need some kind of support of print materials and signage and other things. 

Also, as company’s budgets have been spread over more media, the only way you can gain in any productivity in that is to keep repurposing and reusing all the different files that you gather.  Now many of those are going to be video, just like this.  And you’re going to want to –

Cary Sherburne: Yes, hard to print. 

Dr. Joe Webb:  You’re going to put that to other formats.  You’re going to grab particular shots and use them.  You’re going to put them on web sites and the like.  All of this requires a level of organization and discipline and a programmed and systematic way of doing these kinds of things.  Many businesses and advertising and marketing folks are able to do the first couple.  And then they realize they run out of time and they can’t get to one thing, but if they start outsourcing it to printing organizations will begin to redefine themselves, then that particular printing business who now has a different reason for existing because they’re working in many different kinds of media, they can provide a very, very real service in their organization and that organization can become even more dependent on them.  But it takes a lot of restaffing, reinvestment on the part of the printer in order to do that.

It’s a whole new way of looking at your business.  And making that transition can be very difficult, but we do have to remember that culturally, we’ve always liked to compare ourselves to other printers.  We’ve always looked for things like financial ratios and trade practice to see how we’re doing.  But in this social media world and all digital media, there are none of those things.  There are no rules.  And you’re basically creating your rules and crafting them client by client.  So we should not be afraid of that.  We shouldn’t even be uncomfortable about it.  But when we’re used to having a very rigid production process, it’s hard to come over that.  So we have to gradually get more and more practiced at being a lot more flexible and working with that in that way.  But these new media demand that. 

Cary Sherburne: And so when you talk about you need a different infrastructure and so on, so people should be really looking at their production platform, the software they have in place and the people – people processing technology. 

Dr. Joe Webb: Right.  There are many printers over the past year or so have been telling me, they never thought they’d hire a programmer before, but now they’ve hired four and five.  So it’s a much, much different business. 

Cary Sherburne: But it’s exciting. 

Dr. Joe Webb: It certain is. 

Cary Sherburne: Thank you. 

Dr. Joe Webb:  Thank you. 

Email Icon Email         

 

 

 

Recent Videos

 

Video preview: A first-time visitor to Hunkeler Innovationdays shares insights on the event

A first-time visitor to Hunkeler Innovationdays shares insights on the event

Published: February 28, 2017

Bryan Constable, Director of Engineering at RPI Print, shares his thoughts about his first visit to Hunkeler Innovationdays, citing the beautiful surroundings and the more intimate environment than most other industry events. He also appreciated seeing the integrator of both Hunkeler and Horizon products in the same production line, as well as Hunkeler integration with Muller Martini.

 

Video preview:

"Last Frontier" for Automation Addressed at Hunkeler Innovationdays

Published: February 28, 2017

Mark Hunt, Director of Strategic Alliances at Standard Finishing, shares his thoughts with Senior Editor Cary Sherburne on the increased automation trends and innovations on show at Hunkeler Innovationdays 2017. He characterizes the bindery as the "Last Frontier" for automation and is optimistic about today's solutions being able to stand up to the challenge and help customers be more productive and profitable.

 

Video preview: Kodak's Philip Cullimore Provides an Update on Kodak's Production Inkjet Strategies

Kodak's Philip Cullimore Provides an Update on Kodak's Production Inkjet Strategies

Published: February 27, 2017

Philip Cullimore, President of Kodak's Enterprise Inkjet Systems Division, talks with Senior Editor Cary Sherburne about the company's history in and strategies for production inkjet. He points out that the majority of pages printed on Kodak production inkjet presses are offset transfer, speaking to the quality and speed of the output. He highlights successes in packaging and provides an update on Ultrastream technology.

 

Video preview: InPrint Industrial Printing Show Coming to Orlando in 2017

InPrint Industrial Printing Show Coming to Orlando in 2017

Published: February 27, 2017

Frazer Chesterman, co-founder of the Show, explains why graphic arts professionals can benefit from attending. With the growing number of solutions and applications in the industrial print arena making their way into the graphic arts domain, including packaging and wide format, the show offers a learning and networking opportunity that should not be missed.

 

Video preview: Ricoh's Production Inkjet Strategy and Expanded Product Portfolio

Ricoh's Production Inkjet Strategy and Expanded Product Portfolio

Published: February 24, 2017

Senior Editor Cary Sherburne interviews Mike Herold, VP of Marketing at Ricoh about the company's production inkjet strategy and product portfolio. Ricoh recently announced the Pro VC40000. This new inkjet platform is designed for mid-volume high quality transactional and direct mail applications.

 

Video preview: Hunkeler Strategies Feature Partnerships for End-to-End Automation

Hunkeler Strategies Feature Partnerships for End-to-End Automation

Published: February 23, 2017

As a successful Hunkeler Innovationdays 2017 wraps up, Senior Editor Cary Sherburne speaks with Hunkeler CEO Michel Hunkeler about the company's strategies for the future. Key to the future is Hunkeler's partnerships with printing and finishing vendors to leverage respective strengths for the benefit of their mutual customers.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved