Michael Makin Q&A -- PIA's Future Plans
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PI: PIA/GATF is adept at researching and defining the role of technology. How do you use that research to inform those outside the industry (i.e., potential users of print) about how advancements in the printing world will benefit them?
Makin: We really need to position print as the medium of choice in the information technology continuum. For example, we're planning a major campaign, in conjunction with the U.S. Postal Service, to get the word out that print does offer a good return on investment. We're in the process of conducting market research to demonstrate that the ROI in printing and mailing is superior to other media formats.
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