Still Fit to Print
What does this new approach require? Investment in new technology, more efficient print and mailing operations, and strategic thinking that integrates quick responses to the evolving needs of publishers. For more specifics on these and other issues, Publishing Executive sought the input of several industry executives from companies that made the "Top Magazine Printers" list, which ranks U.S. and Canadian printers by total revenue from magazine printing.
- Mark Angstrom, print sales director, Angstrom Graphics Inc.
- Michael Simon, executive vice president, Publishers Press
- Bruce Jensen, group vice president of sales, Transcontinental Printing
- Ed Sheehan, executive vice president of sales, Worldcolor
What are the most important changes you've observed in the industry during the past year? What do they mean for printers?
Angstrom: Industry consolidation continues, creating opportunity. Productive organizations will leverage the opportunity to their advantage, many will not.
Simon: Clearly the most significant occurrence in not only this year, but in the past 100 years is precipitous decline in demand for print. No other factor has had or ever will have the same impact as the combination of the recession and market confusion over digital vs. print—the confusion of marketers over where to spend their hard-earned dollars. This has been most significant to us.
Jensen: The decline in print-ad spends driven by the economy and some fundamental changes in the media marketplace helped drive more innovative solutions in print advertising. Increasingly, the focus is on finding ways to improve measurability and performance for advertisers. At Transcontinental, we continued to advance personalization by combining offset and digital technologies to produce advertising components that were highly customized and measurable. We also developed a program for small to mid-size publishers that leverages our … proprietary content management system technology to essentially "deconstruct" print content and re-build it in a flexible, Web-friendly format that can be displayed and repurposed across a broad spectrum of online channels. It's all part of helping publishers move to new multichannel business models.