Digital Original: Predictions & Tips for 2010

It is the end of the year and time for predictions. I’m keeping them simple this year. There really isn’t anything new when it comes to technology for the printing industry. The challenge is for printers to use what is already out there and what they already have.

Prediction 1: There will be fewer printers in 2010. The recession played a part in some printers’ demise, but most failures can be attributed to cash problems and poor management tied to technology decisions. The failing printers either increased debt by buying technology and failing to market its advantages or they ignored the new technology and couldn’t compete. Either way, the printers who did survive are a bit savvier than the ones who didn’t. The real key to success in 2010 will be getting in front of a customer to show how the technology works and asking for the order.

Prediction 2: Automation is the next big thing. The big printers and online printing services have had automation for a while, but now it is affordable even for the smallest print shop. Some printers are already taking automation baby steps in prepress. It is letting them cut prepress production time and, in some cases, allows orders to bypass prepress completely. Printers who have digital printers and presses and newer platesetters are the first to benefit.

Prediction 3: Printers without fully functional websites will be less likely to make it to 2011. Customers are becoming more sophisticated when surfing the Web and will ignore a website that looks like it was done by a local high school student. A website has to make it easier for customers to buy printing. If it is just a page with a phone number and a list of services, customers will fly by it looking for “real” printers.

Timely Tips
With the end of the year comes the holidays, so I would like to offer some “gifts” that can help a printer use computers and technology to make more money. These are tips I’ve found successful printers using in the past year to find customers, increase efficiency, and make money.

Tip 1. Use Google to find more customers. Go to www.maps.google.com and enter your address. Then use “Search Nearby” to seek out businesses that need printing. Type in “associations” and see how many are close to you. How about marketing companies? Training companies? Any type of business that might buy printing? You’ll get a list of businesses and can easily get contact information. There isn’t any excuse for a printer so say, “I don’t know who to call on.”

Google also gives businesses a free listing on Google Maps to make it easy for customers to find you. Any business can use the “Local Business Center” to create a free listing. When potential customers search Maps for local information, they’ll find your company’s address, hours of operation, even photos of your storefront or products. It’s easy, free, and you don’t need a website of your own. Go to www.maps.google.com to sign up. And don’t forget to check the reviews for your business on Google. You might be surprised what customers are saying about you online.

Tip 2. Buy the book “The PDF Print Production Guide” by Julie Shaffer and Joseph Marin. If you need a crash course in using PDF files in a printing environment, then you must have this book in your reference library. The book offers step-by-step instructions for fixing almost any PDF problem using a variety of PDF plug-ins. It will give your prepress staff the answers to their most common PDF problems. It is available on the Printing Industries of America website (www.printing.org) and at Amazon.com.

Tip 3. Join the Adobe Print Service Providers Program. Not only does it give commercial printers unbelievable discounts on Adobe software, it provides access to training material and support not available to the average user. You can sign up by visiting the “Communities” area of Adobe’s website.