The Printer's Promise: We've Changed
O'Donley: Publishers are looking for a better price and quicker turnaround times. Many publishers are also asking their printers for help in creating new and innovative ways for their advertisers to get their ads noticed.
Roberts: Publishers tell us that they need a partner, of which my response usually is: 'We've been waiting for you!' Customers are looking for media and marketing experts in their printer now, more than ever. Although many publishers would like to treat print like a commodity to marginalize differentiation and value, the reality is publishers need real leadership and consultative sales to help them grow their respective enterprise. Publishers need printers to offer a better experience and a faster product; all in context with new media offerings.
How has the way you insert yourself into magazine publishing workflows changed in recent years?
Davidson: In years past, the value we brought to our clients had more to do with streamlining print workflows and processes. Today, we still continue to deliver efficiencies to our customers, but with a technology focus and across many different delivery channels. For instance, we offer several tools to help publishers work more efficiently by automating their ad management systems and their layout processes. Perhaps more significant are the technology solutions we provide now that heighten reader interactivity. Our involvement has expanded beyond the publisher's world and is now reaching our customers' customers.
Roberts: We launched Bartash Media Services in 2010, with great validation in the marketplace. We are 'widening the river' by offering an Internet complement to the print piece, in addition to mobile solutions and insert procurement programs to help customers attract younger readers, grow their businesses and stay relevant. We are exploring also 'going upstream' with offering production services for publishers, like page building and art creation.
Is supporting multiplatform production now the critical element?