In the Name of Print: How Printing Industries of America and Affiliates Are Fighting to Promote the Value of Print (Part 1)

Today there is a great need for education on the effectiveness and sustainability of print. There are many common misconceptions to counteract, but it takes more than one voice to spread the message.

Together Printing Industries of America and our Affiliates have developed distinct, dedicated pro-print campaigns, Value of Print, Choose Print, and Print Grows Trees. They share one core mission—to educate and increase awareness of print’s vitality using the latest facts and statistics from the most reliable sources. Industry members look to these resources for collated information and tools to promote the vitality of print.

In this three-part blog series, we will look at each of these campaigns. You will hear directly from the campaign leaders about the effects these campaigns are having on the industry and examine how they are fighting to help educate print buyers.

Lisa Rawa understands how important print is in multi-media marketing. As Vice President of Marketing for Printing Industries of America, she has been at the forefront of the Value of Print campaign that’s combined print, Web, and mobile to communicate the vitality of print since 2009. Thanks to great publicity opportunities, you can say this campaign is “breaking new ground” for the print and graphic arts industry.

1. To complement the Value of Print Flip-Book, you’ve incorporated a dedicated webpage and mobile app. In what ways have you seen people use these online and offline tools to defend the value of print?

LR: The Flip-Book has been a huge success. Our users tell me how pleased they are to have this resource to display on their desk and even in their company lobbies for clients to read.

As a multi-media campaign, the Value of Print was designed to allow the print and graphic arts community access to important information anytime, anywhere. To do that we knew we wanted a digital complement to our printed Flip-Book. Our website not only allows you to view facts, articles, and other resources, and you can also download a PDF of the Flip-Book to distribute to clients. With the app, they can just use their smartphone or tablet to get Value of Print facts. There’s also a searchable Print Market Atlas that lets you find national, state, and regional print statistics.