It is with great pleasure that I submit my first column to this wonderful site. Having spent my career in agencies and now working on the corporate side of the business I hope to help define the role of the print production person moving forward into the next century.

A few years ago with the birth of the Internet, many colleagues felt their careers would end. I, for one, have felt that the Internet was a boon for us. Just because a web site was created, it did not mean people knew about it. Direct mail and print ads are the means to inform the public of your existence. Not every company could afford to purchase a 30-second commercial on the Super Bowl (and even fewer can today).

Ours is a profession that is not easily defined. Have you ever been at a cocktail party, not affiliated with our industry and try to explain what you do to a stranger? This in itself can turn into a Alfred Hitchcock script! "I am a Print Production Manager." A blank look invariably comes over their face. "Oh, so you are in charge of the printers in your company." "No, I work with the creative department to design the projects and then ensure they are produced." "OK, so you are a designer? " Most times I just say, "I am in advertising" and leave it at that.

Why do we do what we do? Most companies consider us a necessary evil. I have fought this concept throughout my career and know that many of you have also.

Few production personnel started their careers in the print production department. They come from other areas and I have heard many times, they were offered their new job because "someone has to send out for the printing."

I wonder if this is true of you and would like to hear how you began your careers in print production.

Some other areas I hope to discuss with you are:

The role of print production personnel within the agency.

The vendor partnership, including sourcing and qualifying new vendors.

Training opportunities for the print production professional.

The new technologies which will change how we perform our duties.

The fears encountered by new print production people when attending their first press approval.

Other discussions will come from you. What other areas do you want to discuss? We are a small community and must join forces to ensure we continue to grow and, most importantly, we need to better train the new generation joining our ranks.