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Steinhardt--A New Image

September 1998

As executive director, Steinhardt doesn't see himself as a manager who simply responds to the board of directors. He describes himself as a visionary who leads the directors, pushing issues through the board.

When Steinhardt arrived at PrintImage International at the beginning of the month, he brought a list of issues with him. Topping the "To Do" list is PrintImage's switch to self-management—a process that began three years ago. It won't be the first time he's overseen this type of transformation.

"Six years ago, two predecessor groups of NAGASA were managed by outside management firms," Steinhardt says. "We quickly went to self-management."

Smith Bucklin, an association management firm, is responsible for some of PrintImage's services. That will change by the end of October, when PrintImage takes control of all its own services.

PrintImage's services include statistical reports, a trade show, special industry groups, meetings and newsletters. Steinhardt plans to expand those offerings. He also plans to expand the number of Print-Image chapters, while working with existing chapters to develop and distribute products.

"We want to broaden our portfolio of products significantly over the next year, particularly in the area of market research and statistical reports," Steinhardt says.

These new products are meant to point members toward untapped potential in niche markets. Since PrintImage serves entrepreneurs who do business in an increasingly competitive market, these expanded services could give printers an essential edge.

"There is a great deal of change happening in the industry—the two ends of the printing spectrum are beginning to converge in the middle," Steinhardt says. " 'Quick' printers are moving into the commercial market, and commercial printers are moving into the quick printing market."

Likewise, there is a great deal of overlap among trade associations. The NAPL and the PIA/GATF merger threaten to infringe upon PrintImage's territory. By delivering a greater variety of services, PrintImage hopes to prove itself as the quintessential association for the industry's small entrepreneurs.

"No other printing association addresses the needs of the 'quick'/ small commercial printer," Steinhardt says.

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