There’s Something about Andrew
A few years ago, Andrew (Drew) Davis spoke at a PBI conference in Westford, MA. He was young, wild and crazy-smart. The audience loved him. He returned a second time to another PBI show, and the response was the same. Last week Drew keynoted at our 7th Annual Conference in Chicago. Feedback thus far? I’m afraid I’m sounding like a broken record. They loved him.
Drew’s session, “The Future of Digital IS Print,” kicked off the conference and immediately energized the crowd, most of whom were senior-level print buyers, designers and marketers. To me, Drew represents the young, smart set of under-40 businesspeople whose specialty is Content. He not only has room in his heart for print; he is a genuine, vocal supporter of print. His keynote explained why we must stop apologizing for print and start elevating the best of print to where it belongs: a spot in our lives called Permanence.
It’s music to every print-lover’s ears.
Although he’s not yet 40, Drew can articulate the value of print better than most. It helps that he’s not in the industry. It’s like a third-party endorsement (by a Gen Xer, to boot). He’s a brand wizard by profession. A digital brand wizard, to be specific. Yet he is a digital brand wizard who loves print.
He shared with us that he buys the Sunday New York Times for the magazine only, tossing the rest aside. He spends 45 minutes of quality time reading this weekly publication. The value of print, to Drew Davis, is a deep, long-term engagement.
He spoke with disdain of the fact that the digital world co-opted print terms years ago, with words like brochureware and e-zine. “Stop cannibalizing those printing terms,” he begged us, and “go back and reinvent the value of print.”
Drew talked of distractions we must be aware of, saying that we should stop trying to replicate the experience of print and, rather, differentiate it. He’s not a fan of interactive print media, either. “Print is fine the way it is. We don’t need video, audio and other types of interactivity.”
In a nutshell, he advises us not to reinvent the medium of print.
There were many examples of what he calls a “digital-first strategy;” that is, bodies of work that originated online and developed into bona fide, successful print projects. Think about it: Julie & Julia began as one young woman’s cooking blog. It became the first major motion picture originating as a blog. Oh yeah, it was also a book.
He told us about twillers, which are thrillers that originate as posts on Twitter.
And check out The Oatmeal, a website started in 2009 by Matthew Inman, a young man from Seattle, who draws cartoons. According to Wikipedia, “the author is funded by sale of informational wall posters, greeting cards, calendars, clothing, coffee cups, signed prints, stickers, magnets and badges.” And yes, books, too.
Drew shows plenty of examples of great digital content (“This is Canada” campaign) and lousy content (sorry, Martha Stewart), all the while extolling the value and beauty of creative print materials. In fact, his examples of fantastic digital-to-print successes are among the highlights of his keynote.
Drew is different from other industry speakers. His Prezi pres gets an A+. His animated delivery makes you swear he’s on a caffeine-only diet. He inspires and educates. He’s the opposite of boring.
Every attendee was given a complimentary copy of Drew’s new book, Brandscaping. If you’ll pardon me, I’m off to read it – a real book, don’t you know.
Oh, I nearly forgot: have a look at Drew’s presentation for us at our Print & Media Conference. Go hear him present in person if you ever get the chance. There’s something about him that’s very special, particularly for this industry at this point in time.
© 2012 Margie Dana. All rights reserved. You’re free to forward this email. However, no part of this column may be reprinted without permission from the author.