Margie Dana

What will 2013 mean for the print & media industries? What changes can we expect to see regarding the use of print in corporate marketing strategies? That’s one of the things I’m most excited about, heading into the New Year – what about you? I’m not so concerned with new technologies and equipment. The bigger picture has always fascinated me. Some of the key issues I’m watching are these:

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The future of printed magazines. We’re avid magazine readers at home, from Golf Digest to The New Yorker to Bon Appetit to Vanity Fair and on and on. Will other magazines follow in GQ Magazine’s footsteps and get all interactive on us, with apps that make the pages come to life with videos, product detail, and on-the-spot purchasing functionality?
How far will augmented reality (AR) go? Will AR become mainstream? I’m not sure how fast such technology can move throughout print media, but I’m keeping my eye on it.
The continuing evolution of commercial printers as marketing services providers. I get why they have to change. It just bugs me that often it’s difficult to tell from a web site whether I’m looking at a printer or not. Does it matter? Yes, to some of us. I wonder if corporate marketers care.
Speaking of which, will companies expect printers to offer more and more services next year, aside from ink-on-paper? I think so. At least, I think they’re open to it. It’s certainly changing the nature of the print industry once and for all.
And as printers evolve, so must print buyers. Over the last five years I’ve witnessed significant changes in the print buyer marketplace. That’s something I’ll be watching more closely than anything else. It’s a shrinking field and an evolving one. Opportunities exist for those who are ready and willing to broaden their skills.
What about the growth of print management firms? As print volumes decline, will companies be tempted to outsource this responsibility more and more? What do you think? Fascinates me.

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Within the next two weeks I’ll be distributing a print buyer survey that’s short yet very significant. It will gather some critical data from those who work on the print originating side. I believe that the results will represent a snapshot of what’s occurring in companies all across the country, when it comes to print sourcing.

I hope those of you who are print buying pros will participate. Every print buying pro who responds will receive an executive summary of the survey results.

There are more changes afoot in 2013. I look forward to sharing them with you and hearing about your own plans for growth. What big changes in the industry do you think we can expect?

Aline Dudash

November 26, 2012 at 9:51 am

Hi Margie – printers have always had to change with the times and be able to provide more than just ink on paper and I think now more than ever they must be able to provide more technology driven solutions.

I have been watching the growth of print management firms and think they will continue to grow as more and more companies look for ways to manage costs. Very interesting.

Janet Nicosia

November 29, 2012 at 11:59 am

Hi Margie, I enjoy reading your blogs and have been a faithful reader for years. A few of your points above have sparked me to write.

I’ve noticed in many of your posts, as in the one above, its mentioned that opportunities exist for those who are ready and willing to broaden their skills. I finally need to say something! What’s not taken into consideration, are those print buyers who are ready/willing to broaden their skills, yet don’t find those opportunities appealing. Working with designers and printers, specifying paper and finishes (getting my hands dirty) & having a say in the overall design process is what makes print buying so rewarding for me. Once you step away into marketing, etc., it becomes more analytical & less in the trenches.

When printers become marketing service providers there is a good possibility that that too, might take away the need for the corporate print buyer, since they do it all. The printer also needs to stress that they are a printer vs the provider who is marketing and farms out their print. I tend to not do business with these type of shops. This is a whole other discussion.

Print management firms are a sore spot for me. I equate it to the small hardware store who knows the business getting beat out by Home Depot.
That says it in a nutshell for me! I could spend hours on this discussion, so
I’ll spare you for another time!

Hopefully I’m included in your survey – I look forward to filling it out.

Margie Dana

November 29, 2012 at 1:13 pm

Hi, Janet,

Thanks for your honest comments: the best and most respected kind. I’d love to hear more about how you are showcasing your skills/expertise to your company so that they, too, value your print production specialties. I don’t mean to suggest that when you move closer to marketing you automatically ‘leave’ print production. I just think by being part of the marketing team, print production pros gain more visibility and hopefully more appreciation.

I don’t worry about printers-as-MSPs replacing print buyers, but it was an interesting take on that issue. That’s why I encourage comments!

I will be sending out the survey next week – it’s a short one, and i plan to do plenty more over the next few months. I prefer to get info on a few issues at at time rather than bombard you with tons of questions.

Thanks again! Always happy to hear from you.

Margie