Moving Beyond On Demand

Last week, I attended and was honored to participate in a panel discussion at the On Demand Exposition and Conference at the Walter E. Washington Convention Center in Washington, DC. Kudos goes to David L. Zwang and others for the very fine event offered. I doubt many people understand the difficulties in arranging a complex mechanism like On Demand, especially in, shall I venture to say, economic depressing times like today.

On Demand was co-located with the Publishing Xchange and info360, which is a good idea—comingling is nearly always beneficial.

I toured the show floor and spoke to many of the exhibitors and attendees and would make a single recommendation: it would seem in this world of converging media and endless demands, that the show’s name should change. I have a suggestion—CWYL! (For you SMS neophytes, CWYL means, Chat With You Later.)

The broad base level of exhibitors was notable for those within the printing industry that did not attend and those not from the print space that should have attended. This is by no means a fault of the organizers; it is just a fog-ridden time of understanding who is involved in the communication mix.

In fact, it is my belief that parallel industries should be seeking out events like On Demand; events like On Demand should not be seeking them. As Bob Dylan said, the times they are a changing.

Enough of On Demand the event.

On demand as a term has been driven home to printers and print enablers as being (years ago) the future. But what is the future now? We are living in a post-digital age. Everything is on demand; in fact, you can say that on demand is too slow for this fast-paced, ever-changing world of endless news coverage, endless story variations and, in many ways, an undefined compass heading into the future.

Thaddeus B. Kubis is an integrated marketing communications, media convergence, and experiential marketing evangelist.

A passionate believer in the integration of all online and offline media, inter-digital integration, unified communications, the measurement and ROMI of any marketing program based on results, Thad acts as profit advocate for his myriad of clients.
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Comments
  • http://CharlieCorr Charlie Corr

    Good insight and questions.

    On demand, as it relates to print and related services, is about the ability to provide JIT, effective material utilizing technology. It is the digitization of the graphic arts. It is being overshadowed by the Cloud (forgive the pun).

  • http://ThaddeusBKubis Thaddeus B Kubis

    Charlie,

    Great Comment, Just in Time (JIT) delivery is something that needs an in depth review. I think that many print providers do not use the term, yet this is THE term that industry has adapted across all channels. Charlie, you may have given me the idea for my next blog.

    Thanks,
    Thad

  • http://stevenamiel steven amiel

    great remarks Thad-

    To me, MSP should stand for Making Sustainable Profits. That is my new mantra to printers.

  • http://ThaddeusBKubis Thaddeus B Kubis

    Hi Steve,

    Thanks for your comment, yes MSP can translate into Making Sustainable Profits, as you suggested, but before that can happen, printers need to look at MSP as Many Solutions Provided. That will lead to a mountain of profits. Profits cannot be generated if you do not have the correct solutions mix to offer.

    Thad