Podcasts from the Printerverse Showcases PRINTING United
Mark Subers, president of NAPCO Media's Printing, Packaging, and Publishing Group, sat down with Deborah Corn, Intergalactic Ambassador to The Printerverse, for an episode of Podcasts from the Printerverse, which explores various aspects of printing and communications, including customer stories, case studies, and business and marketing strategies. In this episode, Corn interviewed Subers about the recent partnership between the Specialty Graphic Imaging Association (SGIA) and NAPCO Media, as well as the exciting launch of PRINTING United, which will take place Oct. 23-25, 2019, in Dallas.
Below are some highlights from the episode. To listen to the full interview, which includes much more information, click on the player below. Or, visit Podcasts from the Printerverse to listen to this episode and more.
Can you give us some background on how it all came about, as far as why NAPCO decided to enter into the trade show realm and what that arrangement is with SGIA? [2:30]
Ford Bowers, president and CEO of SGIA, and Mark Subers got together to discuss how the printing industry is evolving and how the various market segments within it are converging.
"When Ford and I talked ... it was more philosophical about where we saw the markets and what was happening with consolidation and trends," Subers said.
The conversation didn't come up again until June 2017, when Bowers and Subers realized that the strengths of SGIA and NAPCO Media could complement each other in the development of a trade show that would address the needs of commercial, wide-format, in-plant and package printers - all under one roof.
What, specifically, is your role in this partnership? [8:08]
NAPCO Media's role is to be supportive by bringing the three audiences that it readily has access to: commercial, in-plant and packaging. NAPCO Media will also help to drive the event's attendance and number of exhibitors, by leveraging its existing relationships.
How are you going to measure success? [10:16]
Subers explained there will also be a co-located event held during PRINTING United, called BRAND United, which will focus on educating publishers, brand owners, marketers and agencies about the capabilities and ROI that digital printing provides - "connecting the two worlds."
"My measurement of success would be, 'How do we get people back to [using] print?'" he said. This includes demonstrating to decision-makers with marketing budgets what can be done with digital/inkjet printing technology today, how well it works from a response standpoint, and how it helps maximize ROIs within multichannel marketing campaigns.
Why do you think these brands and marketers will go to a printing trade show? [13:25]
The reality is, there aren't a lot of people talking about print in the mix, Subers explained. However, NAPCO Media has access to half a million people, who will ultimately help shape PRINTING United to best meet the needs of all attendees.
With your role in the media, are you not compromising your journalistic integrity by backing a trade show? [16:06]
There will be continued coverage on other industry events, and NAPCO Media will continue to provide channels for exhibitors who want to share what they're doing at other events, Subers affirmed.
How can people get a prospectus, proposal or more information about exhibiting, and when will we be able to sign up to attend? [29:06]
Although PRINTING United Expo is coming up in October of 2019, Subers stressed the importance of attending the 2018 SGIA Expo held Oct. 18-20 in Las Vegas. There will be a PRINTING United Expo booth at the 2018 SGIA Expo, and show attendees are encouraged to stop by the booth to learn more.
Why should people take a chance and buy a ticket to Dallas? [31:54]
There will be a lot to offer at PRINTING United, including adjacent market opportunities for attendees. There will be a wide range of educational sessions and solutions on the show floor that demonstrate new developments and the opportunities that exist within commercial, wide-format, industrial, garment and package printing.