For over 30 years I was directly involved with the operations of several different printing and prepress companies. One of the great challenges was keeping abreast of technology and determining what emerging value added services could enhance the relationship between our company and our customers. It seemed back then there were two groups of printers, those that were creative and captivating, open to change and new ideas to help their customers; and those that were clueless and comatose, believing the old ways and methods were still the best.

Sound familiar? I hear the voices already "oh it was much simpler back then" Baloney! Those of us who had heavy investments in letterpress equipment and hot metal were greatly challenged by the new upstart offset and later cold type. I still vividly remember the agony of the transition.

I remember the distinct words of our plant manager, "Offset will never make it, you simply can’t get the quality and rich black reproductions of letterpress." Does this same argument resonant in your ears in the digital versus conventional offset debate. We had many problems back then, this new film thing with chemicals and processors, how to convert all our old hot metal type pages and photo engravings to film and how to deal with the lack of customer interest in this new offset stuff.

We also needed to entertain the premise that women could type a lot faster than retrained Linotype operators and that they could significantly contribute to the new cold type world. A woman in the printing world back in the 70’s was a new concept. Just like the objections now being heard about young database computer people with no practical print experience being critical to future print successes. They don’t fit the printer mold. History repeats. Translate some of these three decades old experiences with the same unsubstantiated obstacles coming from printer’s mouths today.

I know the thoughts of many readers: "This old guy doesn’t understand the vagaries of the new technologies and how hard it is to determine whether you can make a profit in this new world." If one does the homework an educated decision can be made.

Recently, over 100 creative and compelling communication executives attended the GATF Variable Data Printing Conference. Yes, we heard many war stories, but the overwhelming message was of success and newfound profit opportunities. I am a big advocate of new technology when it makes sense. Many new value added services may not work for some businesses. But with good research, a sound business decision about the future direction and strategy of an organization can be made.

I encounter too many printing executives with their heads in the sand. Frankly, I think many are clueless and comatose to what the ingredients are for the future of our industry. When the economy turns, and it will, those companies who have done their homework and are prepared for the new demand in personalization on mediums like variable data print, web services and wireless delivery will be way ahead in an evolving communications world. They will no longer be called printers but content, communication, marketing or dialogue companies. The printers who are simply waiting for an economic rebound will be gone.

Vince Naselli of TrendWatch says the new business model will be built around value added services like design and creative, database management, digital asset management, digital photography and project/program consulting. These value added services will be all under the umbrella of mastering the customer’s content. Yes, static print will still be part of the mix for a long time, but significant inroads will be made with variable data printing. Personalization will be in great demand.

While attendance at Graph Expo was better than expected, too many printers were missing. You’ll get a second chance in 2003 with the On Demand Show or the many excellent road shows sponsored by Xerox, Heidelberg and HP Indigo.

Better yet, register for one of the many NAPL, GATF/PIA or IPA seminar or webinar programs. Spend a little time doing some homework and you will be richly rewarded. Printers have new competition from organizations and businesses they have never heard of before. Don’t be clueless and comatose. Be classified as profitable by being creative and captivating.