Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Production Inkjet Tools & Resources     Industrial Print Analysis     European Coverage     Conversations on Print Podcast

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: Inkjet Head Technology Innovation at Konica Minolta Opens Up New Applications

Inkjet Head Technology Innovation at Konica Minolta Opens Up New Applications

Published: November 22, 2017

Gavin Jordan-Smith Vice President, Industrial Print and Graphic Communications at Konica Minolta provides an update on Konica Minolta lastest advancements in inkjet head technology and new applications these advancements are enabling in industrial and commercial printing.

 

Video preview: Graphic Arts Alliance Helped Modern Litho Save Money

Graphic Arts Alliance Helped Modern Litho Save Money

Published: November 21, 2017

Darrell Moore, President at Modern Litho, talks about his printing business and how he's saving money through the Graphic Arts Alliance purchasing cooperative.

 

Video preview: Frank Talks about a Slowdown In Ebooks And An Upsurge In Printed Books

Frank Talks about a Slowdown In Ebooks And An Upsurge In Printed Books

Published: November 17, 2017

Frank found an article in the Wall Street Journal about print books and ebooks. One graph showed a slowdown in ebooks and an upsurge in printed books. This warranted commentary, of course.

 

Video preview: PrintIQ's Approach to MIS and Workflow

PrintIQ's Approach to MIS and Workflow

Published: November 16, 2017

Mick Rowan (Director) and Adrian Fleming (Sales Director) at PrintIQ share their vision and approach to a cloud based management workflow system that goes beyond traditional MIS.

 

Video preview: Benefits of Belonging to a Purchasing Cooperative

Benefits of Belonging to a Purchasing Cooperative

Published: November 15, 2017

John Braceland of Graphic Arts Alliance talks about the member-run purchasing cooperative and how it helps printing companies increase buying power and save money on equipment and supplies.

 

Video preview: GMG Shows off Color Server 5 and PrintFactory by GMG at SGIA 2017

GMG Shows off Color Server 5 and PrintFactory by GMG at SGIA 2017

Published: November 13, 2017

Bart Fret, Director of Sales at GMG, talks Color Server 5 and PrintFactory at SGIA 17. These two products were the main focus of the show for them and Bart differentiates them both from other software offerings in the wide format segment.

 

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