As much as you can learn about what customers are thinking by polling them and reading online articles, there’s nothing like sitting down with them and having this conversation.

Next month, I’m being given a terrific opportunity to chat with 4 print production experts to find out their impressions of the print industry – and what it’s like working with their print partners today.

Each of them has a stellar resume. They’ve been in the business for decades, which gives them perspective (and my utmost respect). I can’t wait to have this conversation with them. I’ve no doubt they’ll teach me a tremendous amount about customer expectations.

Who are they? I thought you’d never ask.

Two hail from agency backgrounds. Mariah Hunt is a print production, data processing and lettershop expert. Past clients include Monster.com, Toys R Us, Shaw’s, General Motors, FedEx and Home Depot. She runs her own business (Hunt Direct) and is the current president of New England Direct Marketing Association.

Ellen Hale is the VP and Director of Production, Direct, at MullenLowe Group, Boston. Her client list includes General Motors Credit Card, Department of Defense, Stride Rite, JetBlue, and Santander Bank. She’s a direct response expert.

We have a specialist in higher education at this table. Dianne Vanacore is the Marketing Production Manager at WPI (Worcester Polytechnic Institute). She handles the university’s annual recruitment, advancement, and branding campaigns.

And our fourth participant represents the retail industry. Steve Hasenauer (“has-an-hour”) is the Senior Manager of Marketing Production at Talbots, a leading retailer and direct marketer of women’s fashions. And guess what? He has over 30 years of print manufacturing and QC experience.

We’ll be discussing what it’s like working with printers today. Among other things, I want to find out if these experts demand more services, more marketing and/or data analytics expertise, from their print partners.

I’ll give them a chance to speak candidly about working with print in 2016. What should printers know about their changing roles and needs? How much more competitive has it become for their prospective print partners?

I’m lucky. I get to ask these random questions because I’m not a printer and don’t work for one. My guests are free to say what they want.

You’re welcome to join us. The May 17^th NEDMA annual conference will be held at Bentley University in Waltham, MA, from 9 to 5. There’s plenty of free parking, and the campus is easy to get to.

Best news saved for last: as a speaker, I can offer you a 50% discount off the $159 conference price. Click here to register for a mere $79 for THE WHOLE DAY, including lunch. Our session runs from 1:30 to 2:20 pm.

Curious about what print production experts have to say about working with print in 2016? I hope you can join us.

(This discount won’t last forever – don’t wait to register.)