by Milt Vine
The hoopla over digital printing or networked printing or printing as e-business has certainly been intense. And the demand for instant restructuring is already a bit of a cliché. We're no longer part of an industry that puts ink on paper, the pundits tell us. No, no. We're now "managers of interactive technologies" and, if we were "smart," we became so yesterday.
Our response? A valiant one, I think. We're all battling our way up the hill of a rather steep learning curve, inventing and implementing as we go. But many of us also feel as some of our clients do: a bit jaded, already braced for the next "must have" piece of equipment or "fix-it" technology with a rather grim expression. And with justification. Changes in our industry have been fast, furious and none-too-gentle.
But the fact remains that most of us are nowhere near the end of this journey. Consider this statement by consultant Mills Davis in the January "Technology Trends Advisory" from PIA: "In five years, more than 50 percent of all jobs (accounting for more th an 70 percent of all profits) will take place across networks." I think he's right, and the only conclusion I come to is that electronic commerce is a concept we're just beginning to fully explore. We have little choice but to march onward with certain knowledge that those who react quickest will be least likely to be left behind.
Remember the client. I suggest reading Davis' article. It points out topics we all should consider, including integrated communications issues I've addressed in previous columns.
But as we continue down this technological path, it's those already-jaded clients I worry about most. They've been looking and will continue to look to the graphic arts industry for leadership. And though we're trying our best, I wonder if we always remember that, for clients, most of these changes we're making are doubly confusing. They haven't read the research we've compiled or examined the latest reports on industry trends. All they know is that they can no longer turn jobs in to their printer or post press house in the same way they used to.
Now it's true that some of these new methods seem easier, some harder, and they're all backed with promises of increased efficiency, quality and speed. But as we all know, change isn't the easiest concept to grasp, especially when there often seems little end in sight.
It's our responsibility, then, to do more than just update our technologies and re-train our already skilled staffs. We must also educate our clients. That's our real challenge, and one we should appreciate having. The fastest way I know to add value to a product is to teach clients not only a new way of making their job easier, but to also teach the reasons behind that new method. A knowledgeable client is a powerful form of buy-in.
But on some days it's difficult, admittedly. (I still can't explain why www.seattlebindery.com gets as many hits from Africa as it does from parts of America). Regardless, this is what we need to do: continue to adopt relevant new technologies and educate our clients as quickly as we educate ourselves.
Some good examples. There are companies already utilizing the latest in online technology. ImageX Online Printing Center here in Washington creates an online catalog of each client's marketing materials in full color, including business cards and stationery. Clients use this, via password protection, to proof and order printed material 24 hours a day, seven days a week.
Education must have played a large part in ImageX's clients understanding the system's benefits and in allaying any fears about security or a lack of personal interaction. To facilitate, ImageX has a demo on their website-www.imagex.com-that walks you thr ough the process (even creating an example). They also have customer support personnel ready to help, by phone or online.
A&a Printers and Digital Graphics in Silicon Valley is another company ahead of the curve, calling themselves "a leading proponent of Virtual Enterprise." Of A&a's print jobs, primarily full-color work, I understand that 98% arrive in digital format. That 's impressive. The A&a webserver helps clients choose a "Virtual Team" of independent professionals who can help on any project. It also gives a real-time view of A&a's press and prepress schedule and a graphic job-tracking tool. Throughout their website- www.aaprint.com -you can find contact numbers, demos and after hours help.
Here we go. So, our industry's future is no longer only a prediction. And between my last column and this column I think I've summed up the present accurately: we can't forget time-tested methods, but we better be prepared to race forward and/or spin on a dime as well. Educating ourselves and our clients is the only method I know of to do this.
Milt Vine is president of Seattle Bindery, a postpress house specializing in custom
tabs and presentation folders; folding and stitching; foil stamping, embossing and
diecutting; plastic spiral, Wire-O® and perfect binding. You can reach Milt at
206/682-2558.
© 1998, Seattle Bindery. Reprinted from Printing Journal, April 1998.