Play Offense, Not Defense -- Sherburne

I’M NOT A big fan of defending print. I know, a strange way to start a column in a printing trade magazine. Clearly, the graphic arts industry is undergoing a time of dramatic change, and we speak a great deal about competition from alternative media and why print is still important in the media mix. But it seems to me that we all too often take a very defensive posture when presenting this argument. You know, “You should print because paper is portable, and you can fold it up and put it in your pocket...”