INKISH.NEWS -

Sometimes stories are read with one eye closed. That doesn't mean that you can't read the full story, it just minimizes reading in between the lines, and maybe even more important, understanding the context as well as the intentions of a story. So, first of all, I want to apologize that I have written a story offending some of my readers.

I will not go into details about that story now, but I would like to discuss the intentions of my articles in general and in particular my mission. Every article I write has the intention of sharing an opinion that can open up for debate in our industry. Regardless of what media, what company, what specialist reading this, the things we are currently doing, does not work. The printing industry has declined more than 25% over the past 20 years. Of course, we have plenty of reasons why this is the case - the internet, change in behaviour, lower prices, smarter technology, higher competition, and all reasons are good and solid. However, we rarely look at ourself and accept, that printing company's, vendors, media, influencers, trade-shows, PR-companies, specialists, federations, pretty much everybody in the industry is partly responsible for this development as well.

Am I pointing fingers at any specific person or company, no - not at all!
It's, however indisputable that when changes happen, you can do nothing or do something.

I wrote in that previous article that, i.e. trade media don't understand the challenges printing companies operate under, and I don't know whether this is what has upset some - but let's ask a rhetorical question.

If a printing company only utilize its equipment, 25% of its full potential (which is a fact with some printers), what is the most obvious answer to that challenge?

New equipment? New workflow solutions?

I have some ideas, but I will leave it up to you, for now, to speculate about this. However, one thing I haven't seen, in most of the media, nor with vendors, nor with events, nor with pretty much every influencer, is suggestions or solutions to this particular problem. OK - damn, I will suggest something anyway. What about more sales?

Or what about this question. A printer is interested in a specific product, i.e. a digital printer, is it any good? How does it perform? What is good, and what is bad with this machine? Where do you get this info from, and where did you use to get it from? Just asking?

You can point in many different directions, but the overall thing for me - and yes, for me - is that if nobody knows about a product how on earth should a demand then be created?

Would you buy a car from a manufacturer if it was endorsed, tested, and reviewed by the same manufacturer or by an biased media? Well - I for sure wouldn't. So why should that apply to a printer?

Or what about this question. Consumers are demanding green products. So what is a green product? How can we as an industry ensure our clients, and what does it actually mean? Where do you get those answers from?

So when raising questions, like I did - it's not because I want to expose what any do or don't do. It's because these questions need answers from unbiased and independent media that do the research to support that knowledge.

I used to work as a print broker - so I know. I used to work as a sales manager in a large printing company, so I know. I used to work as a print buyer for an international company as a marketing manager, so I fucking know!

I am not talking anybody's work down. I am not trying to make you feel bad about your business models.

I am trying to talk this industry up. Though I am the "little" guy from a small media in tiny little Denmark, I have a passion and a vision for this industry that reaches far beyond the sensitivity I experienced today. I am astonished that the article that I haven't even referred to was read - maybe not even with one eye open, but perhaps with both eyes closed.

There is an old saying. Even a blind hen sometimes finds a grain of corn. Interpret this yourself!

Mar 24, 2020

Author: Morten B. Reitoft