By Margie Dana

Everyone involved in the print industry seems to be focused on the future of printing – not (as Seinfeld used to say) that there’s anything wrong with that. But I’m interested in the future of print buying. What will the roles of professional print buyers (whatever title they hold) look like? How much of your responsibilities will be print related? What can you expect in your career over the next 2, 3, 5 or 10 years?

Take my word for this: no one knows.

As one of the main concerns among print buyers today, this topic will be featured at our 6^th annual conference this September in Chicago. We will offer a panel discussion to toss about opinions on this issue. There will be debates, no doubt about it. Some people think the role is evolving drastically – and that print buyers as we know them will disappear. Others think that corporate print buying is more critical a role than ever, and that buyers will assume more managerial responsibilities for print sourcing. Maybe. Maybe not.

We have to keep one eye on the future of printing and one eye on the trends & rapid adoption of e-media as we draw conclusions about buyers’ future. How people and businesses communicate, promote, engage their customers and prospects, and build their brands are influencing the future of this field. This is something we can all agree on.

How will Gen Y members source print and other products and services? They are the people born in the mid-1980's and just entering the workforce. About.com says, “With numbers estimated as high as 70 million, Generation Y (also known as the Millennials) is the fastest growing segment of today’s workforce. This is huge!

I’m thinking beyond this group. My son’s just 16 (does this make him part of Gen Z?). How will his generation do business – and oversee print sourcing for their firms?

I’d love your two cents about this. Where is the future of print buying headed? Will more be outsourced to print management firms, or will the roles of corporate buyers become more enhanced?

I find it exciting. And challenging. Please plan on joining us in September for this debate. The panel will be a mix of practicing print buyers and other industry experts. As far as I know, we’re the only conference to tackle this issue head on in 2011. Hope you can be a part of it.

©2011 Margie Dana. All rights reserved. Your comments are encouraged. You're free to forward this email to friends and colleagues. However, no part of this column may be reprinted without permission from the author.