Why Should We Keep Print Alive?

2. As a consumer, I’d like to receive something from the companies I shop at (or even just have visited), to show me that they have actually spent the time to realize I’m an individual—not like my next door neighbor or even my wife or my daughter. And if it was a printed piece, that would be cool too, maybe even with a stamp on it. That would even be best since it’s a lot harder to do and more expensive than just sending out an e-mail or a text message. It’ll show me you care about me and my business.

3. As a consumer, I’d like to get something on quality paper—paper that feels nice and memorable when I touch it...something I’ll want to keep and not just throw away. I can’t get that via my screen or mouse. In fact, it doesn’t even have to be paper. It could be plastic or any interesting substrate with a message on it that I can use.

4. And as an advertiser, I want my printer to realize that just because I want to try new media options, that doesn’t mean I don’t still love them and want them to be part of my life. And if they even add some of these new exciting options to their ‘bag of tricks,’ I’d be more than happy to give them the first shot. But, just because they don’t want to grow, doesn’t mean I don’t. And in fact, I have to—to survive.

I’ve been through the ups and downs of the print industry as much as anyone. As an electronic prepress recruiter, I saw my open job orders go from 40 to zero in just two months time a few years ago. Yes, zero—as in zero dollars. Not a five or 10 percent decline ...but a 100 percent plunge. That just the way it goes; life changes and you move on.