Following is a special report from Day 2 of the 2009 Offset and Beyond Conference. Printing Industries of America's Executive Team is reporting from Caesars Palace, where the Conference continues today. What do you do? If your answer is "I am just a printer", you are not likely to be in business much longer in these turbulent times. Tuesday's general session opened with Making the Transformation from Printer to Marketing Communications Provider.

Folder Operators Go Back to School WESTAMPTON, NJ—Twelve folding machine operators representing seven different companies came to MBO America headquarters recently to participate in 2.5 days of in-depth, hands-on training at the MBO Fold School. Trainees were able to observe or operate three different folding machines, including the automated Perfection. Directed by Dave Trutzenbach, an authority on binding operations and equipment, the MBO Folding School provides the opportunity for operators to improve their knowledge and proficiency regardless of their skill level. NAK Marketing & Communications, an agency that has served many of the leading brands in the graphic arts industry for over 14 years,

BY LARRY WARTER In order to survive in an ever-changing industry, today's printer will have to become the "smart factory" of tomorrow. The "smart factory" concept integrates all of the internal printing plant processes with information flows linked to the outside. Many of the criteria for being a true "smart factory" are related to standards (including accredited standards, as well as industry specifications), which address aspects of the process that everyone agrees should be standardized and, at the same time, leave opportunities for individual companies to differentiate themselves in other parts of the process. One of the most crucial steps in becoming a

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