Insights

I have only been in this business three years, however I can clearly see the difference between old and new school when it comes to printing and the associated support. The old guard tends to be more defensive in nature, protecting thier volumes, slow to accept change, afraid of eDocs, etc. The new guard embraces all the above items. The HVTO segment is at a period of massive change. Printers needs to embrace that. Its time to step out from behind the printing press, digital printer and take a larger view of the process. Gain a new understanding of the value we can bring to the table. See print as a part of the customer communicaiton process....and then manage to that standard. We need to own the document and its content. We need to far more involved in marketing, in customer experience, in document design, in print alternatives. In my opinion thats the new trick the dog has to learn!

Mark - you make some excellent points. for many who have been in the industry for a long time, the deep tap root of industry wisdom makes it difficult to shift and bend to the "new dance" of print as one (not the only) component of an ever widening communication technologies mix.