11 June 2013

The debate on the ongoing power of print and its place in modern communications

How the industry is in decline! How many printers are going bust! are topics I am asked to discuss frequently as I meet suppliers to the sector and with as we now say Print Service Providers. But to get the passion going on the subject...We are more than just printers!

www.printisbig.com is a great website to appreciate the scale and vibrancy of print and worth a look alongside getting the latest copy of Print Power-issue 5- which highlights many case studies and examples where print had added value and Dave Trott Creative Director of Advertising Agency CSTTG sums it up- ‘Print is just changing shape that's all.  Printisbig cites we are a $640 billion Global Industry, compared to music Industry at $67 billion, Video gaming £33 billion, Auto Industry 3432 Billion. The UK is still a circa £14 Billion sector.

The Challenge as ever is how to engage with the Opportunity and have a shape that fits the markets you define are the ones to go for. Defining this shape and business model is difficult but there are many technologies that can be harnessed and easily dovetailed into what I think is a core competence of ‘Printers' Great knowledge of graphics and data. Buyers do not have this knowledge and the ones who are engaging with the Buyers define themselves around this and supply print outputs which integrate with other communication outputs.

Another quote that defines where print sits in this and where Print Service providers can engage successfully is from Mark Fallows VP of Creative Technology at McCann New York ‘Don't' try to make the catalogue into the new media, have the new media come to the catalogue'.

But onto something that will help this process is the work we have been undertaking with Canon after their' Bigger Picture' research launched at Drupa. The BPIF have provided input to developing a calculator to help define the return on Investment -ROI- of a printed output in relation to other communication mediums.

The measurement of ROI is an opportunity for print service providers to enhance the value of what they deliver, and differentiate themselves from other providers.

• Developed with Print Industry input
• Not just ROI - a resource for print statistics and data
• Designed to aid a consultative approach to the customer need for ROI data

We have a great story and product and can offer great solutions and to this end we will be running a series of seminars on the BPIF/Canon tool starting 12th July in Shuttleworth's great office in Kettering.

More details to follow, but if you want to discuss the topic and issues further call me on 0774 381 8806 Marcus Clifford