The big question still remains, “Will this hurt or help Print Media?” There is a lot of speculation, but it seems clear that with the iPad and Apple's new iBookstore we will see an explosion of book content shared via the Internet and not print.
Since commercial print quality is more or less the same anywhere you go today, I suggest that printing firms find ways to add value to their client experiences, in ways large (ancillary services) and small (be personable).
For 2010, three big stories will be the end of the recession, the end of black liquor credits, and the proposed anti-dumping and countervailing duties on coated papers from China and Indonesia.
As you crack open that new 2010 calendar, and face the prospect of not knowing what the heck would make your print customers happy — happy enough, that is, to stick with you for the long haul — may I suggest the easiest solution? Ask them.
I have been receiving a mixture of electronic holiday cards and printed cards and it has left me thinking, What factors determine which type of card I receive? Perhaps our industry should create and market the protocol.
There is a lot of talk about Augmented Reality (AR) and the opportunity it can be for printing firms. I happen to agree with it’s potential and feel it is worthwhile to look into. Bringing in the power of the physical world, like the ability to touch and feel, gives print a very powerful place in this emerging market.
Here's a sure-fire way to turn off prospects: Send them unwanted emails that blatantly and shamelessly sell your products. You know the ones I mean: they come from Printer XYZ and tout things like "Brochures 50% Off!" or "Flyer Special through Friday Only!"
Don't take it personally if a print buying prospect declines to meet with you. She (or he) is constantly working on multiple projects. Print buyers' roles are changing drastically, because print is no longer the primary medium of choice.
When looking at the five human senses, one must respect that the Internet has just two of them covered, sight and sound. Printing, takes the lead with the ability to interact with all five senses. This is a major advantage in a myriad of areas, some of which we will touch upon here, but the majority can be left to our creative resources.
What's clear to me about serious, professional print buyers is not so much their skill and savvy; rather, it's their affection for print. What concerns me is the "incoming class" of freshmen print buyers. They won't seek out jobs as print buyers out of a love for the medium. They will be generalists who must be comfortable with different media.
