Q&A With David Briggs, VP of Sales & Marketing at Lane Press
Are you having to educate customers about printing and distribution more than you used to?
We've always worked with that segment of the market that understands publishing and creating content very well, but how print works less well. So we've developed a discipline around educating our customers as we work with them. For example, we've published a 40-page production kit that's available to our customers in print and as a digital edition.
What do you think will happen to the U.S. Postal Service? How viable will it be as a means of distributing publications?
This is like predicting the weather one month from now. Having said that, the USPS is aggressively moving into the parcel business in an attempt to secure a stronger position in that market. They appear to be having some success with this. In fact, we are looking to use the USPS for certain bulk distribution needs. The USPS has steadily worked on reducing their cost structure. If they can grow this market without adding significant fixed costs, this would reduce the pressure for price increases in flat and letter mail. We see this as a path to the USPS remaining a viable means of distributing publications. Also, it can't be overlooked that no one delivers "the last mile" better than the USPS.
How are you working with publishers to help them save money, increase efficiencies, and drive revenue?
We work with our publishers to help them find ways to drive revenue. And this can be very different from one customer to the next. For some, it's that discussion around finding creative ways to boost production values and editorial quality; for others, it's about looking at more advanced opportunities, like custom publishing, advertising gimmicks, special issues, or versions. It's never a one-size-fits-all solution.