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WhatTheyThink

Articles by Steve Johnson

Steve Johnson is a successful print owner and digital pioneer. Each month in Johnson’s World, he offers up his take on the day-to-day world of graphic communications.

Displaying 1-9 of 9 articles

Johnson’s World—Dear Mr. Schwab: Choose Print

Published September 22, 2021

Steven Johnson takes stock of Charles Schwab & Co’s recent decision to replace its printed “On Investing” magazine with an email blast, and provides Mr. Schwab with several reasons why it’s a bad investment.

Johnson’s World: Poop on the Playground

Published August 10, 2021

You offer great quality, terrific service, and competitive prices, yet some prospects still won’t work with you. Why? Steven Johnson uses a colorful analogy to show how customer disinterest can come from some unexpected places.

Johnson’s World—If It Is Ink On Paper, It Is Printing: Musings, Droppings, Streams, and Flashes

Published June 15, 2021

Digital print or conventional print? Do you have a preference? More importantly, do your clients? If it is ink on paper, it is printing. The rest is just labelling.

Johnson’s World: Thanks, but No Thanks—You’re Worth More Than a Cup of Coffee

Published May 11, 2021

Steven Johnson is underwhelmed by market researchers offering a chance to win an Amazon gift card in exchange for his opinion. In this month’s “Johnson’s World,” he identifies what would make him more likely to respond.

Johnson’s World: Are You Impressed with My Press?—Buying a New Press Shouldn’t Be a Competition

Published April 13, 2021

Contrary to advertisements, no press is going to magically make you more money, but, wisely chosen, a new machine can be a useful tool on your carefully planned roadmap to increased profitability. Steve Johnson explains why you should stop looking at what equipment your competition has bought.

Johnson’s World—Ask Your Customers to Be Your Valentine

Published February 9, 2021

Why do we give a Valentine gift to a loved one? To make that person feel loved and appreciated. Don’t you want your clients to feel loved and appreciated as well? Send them a Valentine’s Day card!

Johnson’s World—Go Ahead, Judge Me: Christmas Cards and Politics Can Go Hand-in-Hand

Published December 9, 2020

In Johnson’s World, a Christmas card sent last Christmas allowed him to make an informed political choice in the last election. Read about how and judge for yourself.

Johnson’s World—Cheese, Sausage, Mushrooms, Shipping: Expand Your Reach and Find Your Niche

Published November 2, 2020

Looking for new markets? Tired of the same ol’ conversations about quality and price? Think: is there a simple action or additional service that will take out the competition?

Johnson’s World: Don’t Keep Secrets—You Are the Best Promoter for Print

Published October 14, 2020

It’s up to us, the people who “make stuff,” to make sure our friends and neighbors know that print is alive in their communities, and that it needs their support. A century ago no one needed to point out the importance of print as an industry; it was assumed. No longer. We need to be more vocal about the important role we play. In the latest installment of Johnson’s World, Steve Johnson explains what you can do to get the word out.