Printing Impressions

You will be automatically redirected to piworld in 20 seconds.
Skip this advertisement.

Advertisement
Advertisement
 
 

Mañana Man Expands Hostage Assault —DeWese

August 2002
I have submitted this column by special courier since I'm holed up in a secret location with 150 print buyers that I'm holding hostage. I am holding these hostages until all you printers raise your prices by 25 percent. You were all supposed to raise prices at midnight on my 60th birthday, June 30, 2002, but, alas, you let me down. So I've still got the hostages and I've added some new guests—75 bankers.

I got the idea for rounding up the print buyers from my pal Dave, a printer in New York. I got the idea for the bankers from about 50 printers who have called to tell me how hard it is to borrow money for new equipment, sales growth, refinancing or acquisitions. They all told me that it is hard to borrow money, and that the banks have added lots of new loan origination fees. One printer said, "Mañana Man, the banks have turned their backs on our industry."

You see, during the high-flying '90s, the banks made a lot of big and bad loans to companies in all industries, including printing. Now, as you have read in the newspaper and seen on CNN, there are a whole bunch of bankruptcies and bad loans; so banks have to charge extra to make up for their past mistakes. The big banks, for example, are going to write off more on the Enron bankruptcy or the WorldCom debacle than they have written off on the printing industry for the past 40 years.

Instead of turning their backs on the printing industry, they should embrace us for the enormity of our numbers, our need for expensive capital equipment and our hard-working integrity. Generally, except for occasional disasters like the ill-conceived and then poorly implemented Printing Arts America or Master Graphics, we pay our bills.

Standing Alone

So, while the rest of you are having a great summer vacationing at Disney World, Las Vegas, Cape Cod and the Jersey Shore, I'm stuck here, a lone champion for the printing industry, cooking stew for my prisoners. Or, maybe, you are summering in your second home on Martha's Vineyard or the Hamptons while I'm supervising group activities for the bunch of whining, sniveling bankers and print buyers.

They all want to negotiate their release or special treatment. After all, they're great negotiators—they are bankers and print buyers. They are used to holding all the cards as in, "I've got the money you want, so pay our fees and jump our fences." Or, "I've got the purchase orders, so give me the lowest bid or turn off your presses."
 

SPONSORED CONTENT

MORE ON SALES & MARKETING >>

FROM THE BOOKSTORE

(PDF DOWNLOAD)

Who’s not talking about QR codes lately? Since appearing on the US marketing scene two years ago, QR codes have revolutionized the way businesses promote their products and brands. So what exactly is this stamp sized, abstract art-looking module? And how can your business benefit from it? <i>Cracking the QR Code</i> outlines <b>how to seamlessly incorporate QR codes into your marketing campaign</b> by explaining:

• How QR codes work and which companies and industries they work for best
• How to implement a marketing strategy for QR codes
• QR code creative best practices
• The future of QR codes and more!

Let <i>Cracking the QR Code</i> teach you how to <b>get a passive prospect to take immediate action</b>. See how QR Codes can <b>successfully transform your marketing efforts and increase traffic to your site</b>. Find out how to integrate QR Codes into your marketing campaign and how to track and measure the results. Learn more about the technology that has revolutionized the way businesses promote their products and brands.  

Read case samples from well-known companies using QR Codes, including: Best Buy, Big Fire Wine, Gap, Calvin Klein, Gap, Home Depot, Time Out New York, World Wildlife Federation, Sibcy Cline Real Estate, and more!

<i>Cracking the QR Code</i> helps you navigate your way through this up and coming technology, which has been labeled the <b>“direct link between print and the internet.”</b> In the past year alone, QR codes have skyrocketed in popularity; first quarter 2011 scan rates increased more than 4,500% over first quarter 2010 rates. With numbers like that, it’s difficult to ignore this rising trend in marketing strategy. Don’t get left behind; order your copy of <i>Cracking the QR Code</i> today to learn how you can apply this tool to your business!

<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read Cracking the QR Code, which is in PDF format.</b> Cracking the QR Code

(PDF DOWNLOAD) Who’s not talking about QR codes lately? Since appearing on the US marketing scene two years ago, QR codes have revolutionized the way businesses promote their products and brands. So what exactly is this stamp sized, abstract art-looking module? And how can your business benefit from it? Cracking...

ORDER NOW

The printing and graphic communications industries are as exciting as they are diverse, and the landscape is constantly changing. This book is an excellent reference tool for students, those new to the field, and for those already in the industry. It will help you keep pace and better communicate with peers - everyone from sales and marketing, to copyediting and design, to prepress, to production, to the bindery, shipping, and warehouse. Glossary of Graphic Communications, Fourth Edition

The printing and graphic communications industries are as exciting as they are diverse, and the landscape is constantly changing. This book is an excellent reference tool for students, those new to the field, and for those already in the industry. It will help you keep pace and better communicate with...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: