On This Columbus Day, a New-World View

With Graph Expo and Converting Expo spanning Columbus Day this year, it seems apropos to advocate giving up lamenting about the general economy and considering a new-world view that has less to do with general business conditions and more to do with systemic, fundamental change.

No, I'm not referring to the general elections coming up in a few weeks.

Rather, I'm thinking that show attendees as well as those who can't be in Chicago could benefit from shifting their traditional "old-world" focus on printing and printed products to a new view that emphasizes print-related or beyond-print services, along with processes that support printing and binding. At the same time, it seems right to think less about the common traits and practices that link printing companies, and instead focus more on the differences between printers, the traits and benefits of differentiation that many managers talk about but haven't capitalized on very successfully.

If you think printers have made progress in this quest for differentiation, I'd note that too many printers still refer to themselves in those age-old terms: "general commercial shop," "half-size printer" or "40-inch printer," "full-service print provider," or "digital graphics provider." Not that alternative descriptions are on target yet; we've all heard new descriptions so generalized that they're meaningless: "full-service graphic solutions provider," "graphic communications partner," "media communications partner," and so on.

There's a legitimate reason for advocating a change in thinking now: this industry is floundering because the many technological advantages available to all (including many customers) have also made mere commodities out of primary printed products. How else to explain the enormous pricing leverage of print buyers? The skyrocketing failure rate of printing businesses? The squeezed margins even in shops that are a little busy?

So what are these print-related and beyond-print services? Many are already familiar: database management, e-mail communication and distribution, Web page design and site maintenance, file storage and media asset management, cross-media campaigns, design, campaign response measurement, fulfillment and shipping, mailing and distribution, wide-format imaging, and consulting services.

But what's not necessarily familiar to printers is how to perform these services effectively and profitably, even though the resources required for these services—software, databases, archiving and filing systems, high-capacity servers, and telephone and communication lines—generally cost less than printing equipment.

Also, some contend that not many printers really understand these new services from a business standpoint: how to measure their value and cost, define the customer need, or even identify the specific buying prospect. One consultant's first qualifying question: does the printing company have an IT specialist on staff? Another question that requires a thoughtful response asks if a printer is prepared to seriously alter its list of core competencies and live with the decision.

These issues are important to contemplate at this moment because doing so could and should change the way visitors attend Graph Expo and non-visitors sift through show announcements. In busier years, teams came looking for productive equipment to help keep up with full order books. Now smaller plants send only one or two representatives, who stay pretty busy attending seminars, watching demonstrations, and spending time with colleagues or vendors.

They now also need to be thinking more about print-related or beyond-print services. Yes, it's a big change in how they visit the show or sort announcements, but hopefully it will lead to some advantage as they deal daily with commodity conditions.

Editorial Director

rynostroza@reedbusiness.com