In our consulting roles, THE EAGLE’s writers have recently been involved in a number of situations in which the role of relationships between manufacturers and their dealers have been questioned. Our experiences covered both the traditional Graphic Arts and the newer Digital Print world. In some cases, the result has been more of the same, keeping the stats quo, while in others it has been downright negative for at least one of the parties. Rarely are they open and positive. Quite frankly, the conversations remind us more or those between the Irish Catholics and Protestants, or the Arabs and the Israelis, where both sides seem to have forgotten that the end result should be figuring out how to live peaceably side by side in a “better,” more productive relationship.

Over the many years, THE EAGLE has arguably been the industry's most outspoken champion of alignment in the USA. We have suggested methodologies whereby frank conversations between the parties would allow them to maximize sales and profitability by determining specific goals, which was best suited to perform those tasks necessary for the goals to be reached, and the monetary value to the relationship.

It can be argued that THE EAGLE’s promotions of alignment have been an effective catalyst for a significant change of mindset in the USA. For the last 10 years or longer, the graphic arts channel has largely come to accept that "alignment" between manufacturers and distributors, in theory at least, boosts profitability and productivity and benefits both parties. Additionally, most industry leaders have accepted the view that customers benefit from channel alignment in improved services and a more efficient and financially stable supply chain.