Savvy Buyers Being Let Go —Dana
Who Loses? Print buyers. It's presumptuous to predict which print buyers are most likely to lose their jobs in this economy. It may be the senior-level, most experienced and best-paid buyers. It may be those who devote 100 percent of their time working on print.
I'm currently conducting an e-survey of my print-buying community to ask those who have lost their jobs to share information about the circumstances in which they were let go. Hopefully, themes will emerge that will enlighten all of us—particularly other print buyers who just might avoid the same fate.
The e-survey questions deal with experience level, salary level and percentage of time spent on print buying…plus this: In your absence, who's left to handle the printing? (By the way, if you know buyers who qualify, please direct them to this short survey at www.surveymonkey.com/s/SLDCFTF.)
This is the year for print buyers to take a 360° look around. What new marketing and communications trends are developing in their own industry? Once they identify these, which ones appeal to them? New skill sets are needed if a buyer wants to use her or his experience working with printers at all.
Over the past few years, I've seen the roles of many senior-level print buyers evolve within their companies. These individuals saw the writing on the wall and wasted no time in cross-training themselves.
Print buyers who refuse to learn new skills will have the most trouble getting new jobs. I think back to the '80s, when desktop publishing began to replace typesetting.
I worked with a graphic designer who refused to make the adjustment. Bob not only lost his ad agency job, but he also lost his home because he couldn't find work in his field. It's a classic "pride-goeth-before-the-fall" story.