–Inside, Looking Out

David Steinhardt has built a 17-year career on being what he terms a professional outsider—having worked for four industry associations. Today, Steinhardt is vice president of industry relations at He’s now an Internet insider.


David Steinhardt was an outsider—if you consider being knee-deep in association work and issues the definition of outside the actual nuts-and-bolts of the printing industry. Interesting. What if the definition of inside the commercial printing industry also meant being an insider at an emerging Internet company, serving the equipment, production and business needs of the commercial printing industry? This is Steinhardt today.

Certainly, Steinhardt’s path over the past 17 years has involved him with all components of commercial printing, including printers, publishers, print buyers, advertising agencies, dealers and manufacturers.

But who is Steinhardt?

Most recently, Steinhardt served as executive director of PrintImage International (formerly the National Association of Quick Printers), the trade association that represents small- to medium-sized commercial printers, quick printers and copy centers.

Prior to his work within PrintImage, he served as the first president and CEO of the North American Graphic Arts Suppliers Association (NAGASA), positioning the association as the key player in dealer channel strategies and distribution.

He has also held positions as vice president and COO of the Graphic Communications Association (GCA) and director of member programs for Printing Industries of America (PIA).

Today, this association activist and industry insider sports a more techno title—vice president of industry relations for, a dotcom company targeting the commercial printing marketplace. is an e-commerce superstore that offers more than 100,000 products from over 1,300 manufacturers to the commercial printing industry—online and 24/7.

In short, Steinhardt has been dotcomed. So, is Steinhardt’s own professional transformation within the commercial printing industry a reaction to, or result, of a changing landscape of technology?

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