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Printing – 5th Generation 32 GB

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” I had a really good summer, my internship went amazing and they even said they would hire me on once I finish school this year! I was able to increase their Facebook page “likes” from 100 to 250 in one summer and they were amazed at how well I did!” I over heard the young student sitting next to me on the airplane enthustiastically telling her friend sitting in the window seat next to her as I flipped the physical piece of paper to get to the next page in the book I was reading, “Inferno” by Dan Brown.

 

My ears were a little more open now as I tried to mask my eavesdropping on their conversation by continuing to flip through the pages of the book, although my eyes no longer saw the words printed within. Their conversation went on about their internships, how much they missed each other, and most of all how they should keep in touch more with one another on Facebook. My mind began to drift, and I got lost in thought no longer paying attention to their conversation, but instead thinking about the current landscape and future of printing as well as publishing/print buying.

 

Undoubtedly, the landscape has changed since 2008 when the economy took the biggest hit since The Great Depression. In addition, the print market was under the pressure of increasing paper prices, increasing postage costs and postal regulations, and new technologies like digital magazines, Ipods, and Ipads (and other e-readers) were introduced to the market. People began to scream at the top of their lungs “death to the printer” and a massive panic swept through the market. Words like “integrated marketing provider” and “communications provider” were now commonly used among printers to describe themselves eager to hide the word “print” from their company name and services they offer. 

Fast forward to 2013, some printers have consolidated, some have gone out of business, and some have continued to grow. Sure, we have seen the most changes and adversity since film became a thing of the past and all pre press work flow went to CTP (I was still in high school when that happened). The publisher that went out of print and completely digital is now out of business, because like so many other publishers, they haven’t figured out how to effectively sell advertising into their digital magazine nor produce the conversion results their advertisers are looking for. The business with the catalog that stopped printing and instead threw up a PDF of the catalog onto their website now is scratching their head as to why their sales have dipped so much even though they were able to eliminate print and mailing costs. They begin to realize why, and rush back to print much like the way I run towards my children and wife eagerly awaiting me at the airport terminal after a business trip.

We are in a new genre of printers, publishers, and print buyers, what I call the 5th generation 32 GB. The printer has become the 32 GB needing as much storage as possible to provide all the multi faceted channels to distribute their client’s message via digital magazines, app creation, PURL’s, print and much more. As well, we are in a new generation of Print Buyers, what I call the 5th Generation. Most Print Buyers are not “print specific” for their organizations, but instead purchase a multitude of products and have become younger as well as prefer to communicate over email rather than on a phone call. The 5th Generation and the 32 GB correlate with one another, need one another, and become successful together. Ink, Paper, Distribution, Mailing, Digital Reproduction – They are all stored within my 32 GB, and the young or older buyer has access to every single piece of education, opportunity, and consultation. Service, Consulting, Honesty, and Creative Ideas, are what I promise you, the goal always being to have your organization tell YOU “You did an awesome job on that project, here’s a bigger project, I have the TRUST in you to knock this out of the park too!” It’s not about the ink on paper, Closed Loop Color Control systems are common place on presses which eliminate printing errors for the most part. Becoming “green friendly” is common place amongst printers with most being FSC, Soy Ink, and or Rain Forest Alliance certified as well as offering a wide variety of paper choices with recycled content such as JB Kenehan does. (not trying to down play the importance of consisten print quality or being environmentally friendly here). So what’s it all about? Knowing you will not have to babysit your provider, knowing your provider has provided the most cost efficient ideas, knowing they are going to meet your deadlines, and above all else having TRUST in your sales rep to provide you the 32 GB of education to allow you to shine like the brightest star. TRUST. SERVICE.

 

With so much change and adapting in the past 4-5 years, the coming year(s) are looking like that of being in the eye of the tornado, calm, but will the tornado return back to the heavens or will we need to enter the other side clutching one another to get through another storm? 

 

I un-buckled the seat belt as we now had landed and pulled into the terminal. As I stood up, I reached down and grabbed my brief case under the seat in front of me, opened it and pulled out a magazine. I turned to the young college student who was still sitting in her seat, and handed her the magazine ” Here, if they hire you on full time or if you have an internship with another organization place an ad in print. You will increase the “likes” on their Facebook page 10 fold, and you will look like the rock star you so deserve to be, TRUST me.”

 

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September 8, 2013 Posted by | Uncategorized | , , , , , , , , , , , , , , , | Leave a comment