Why Managing Change Is the Key to Print Medium Success

Show Daily: How is this year’s theme, “Print Integrated,” being implemented in the show’s educational sessions and conferences?

Joe Truncale: The convergence of technologies that create today’s graphic communications industry is apparent not only in the wide range of seminars, special pavilions, and show floor sessions, but also in the variety and number of industry groups that have chosen to co-locate their individual meetings at GRAPH EXPO in recognition of its position as the focus of industry trends.

SD: What do the variety of education tracks and special presentations offer your members and graphic communications professionals as a whole?

JT: In a word, they offer our members their future. Print is clearly the main stem of graphic communications and there are numerous educational offerings at GRAPH EXPO that will help our members and others in the industry continue to advance their skills for print’s multifaceted applications.

But our members know that success in today’s industry also means being able to provide customers with complementary services both up- and downstream in the printing process—from graphic design to fulfillment--and to be adept at ancillary services that combine multiple media with print for a comprehensive communications/marketing offering. GRAPH EXPO’s seminars and presentations cover an incredibly broad range of topics related to these issues.

SD: What changes or new directions do you see for next year’s slate of educational opportunities at PRINT 13?

JT: The programs we present at PRINT 13 should continue to reflect the desires of our attendees to leverage the expansion and diversification of the graphic communications industry into new possibilities for business growth and profitability. Next year’s programs should not only focus on the development of new services and products, from the integration of print with social media to its application in printed electronics, but also cover critical management issues such as sales development, cost controls, strategic investments, executive planning, and training in new skills.

SD: What do you see in the future for the graphic communications industry?

JT: I believe it will be a bright future for those companies that understand the fundamental transformation that is taking place in this industry and are moving forward positively to make the most of the new opportunities this transformation offers.

The management of change is an essential business skill and one that has clearly been mastered by those companies that have demonstrated their determination to succeed in our new industry environment by gaining new skills and integrating new products and services into their core print offerings.

The enthusiasm and excitement we are experiencing at GRAPH EXPO 2012 is evidence of how our suppliers and industry professionals feel about the prospects for graphic communications, and I believe that we will continue to see that enthusiasm and excitement grow even stronger by PRINT 13.