In the Name of Print: How Printing Industries of America and Affiliates Are Fighting to Promote the Value of Print (Part 1)
Print professionals tell me that they use the Value of Print app during client meetings or at conferences and tradeshows like GRAPH EXPO to educate their customers. Teachers are some of our most enthusiastic supports who not only use the tools but also encourage their students to use them as well.
2. The Value of Print campaign has even crossed boundaries into public television. In 2013 it was featured in the public television produced In Focus video where you, along with Tim Burton, President, Burton & Mayer, and [then] Chairman of the Board, Printing Industries of America; Michael Makin, President and CEO, Printing Industries of America, were able to reach a whole new audience. What effects have you witnessed from this strong advocacy both within and outside the industry?
LR: We were honored to be a part of the public television feature. The effects of the In Focus video—as well has the Value of Print campaign as a whole—have been overwhelmingly positive. As soon as the video aired, immediately I started receiving emails and phone calls commending our efforts to educate audiences on the sustainability and effectiveness of print. The greatest benefit has been the wide exposure our industry received from this broadcast. I think the viewership has learned a valuable lesson from the video, and it helped to break down a lot of misleading perceptions about print.
To watch the seven minute In Focus: feature, click here.
3. For 2014 you added all new data to the Value of Print Web and mobile tools. What facts do you find most surprising? What does this new research mean to the industry?
LR: We were excited to take advantage of our digital tools to enhance our message. With updated information on the website and app, we’ve added new features—the interactive Print Market Atlas is not new—you could do that before. We just updated the info. On the app, you’ll find the interactive 2012 Print Market Atlas. On the webpage there’s new facts posted each month in 2014 (on www.printing.org/ValueofPrint). These updates have given our users all new information to communicate the facts about print.