Editorial: You Learn Something New Every Month

For more than 22 years I have read every word that has gone into every issue of Quick Printing, and I think I’ve learned something from each one. From what our readers tell me—whether in person at industry events, on the phone, in emails, or even letters in the distant past—you learn from it too. But every now and again an issue comes along that really catches my attention. This is one of them.

The first thing that caught my attention was this month’s Digital Original. John Giles has run into some new print applications that just blew my mind. I’ve read about adding audio elements to print before, but it always involved some sort of added piece of equipment that went with the print. This project actually uses conductive ink to print the electronics board and just a tiny bit of memory directly onto the paper. It was used in posters that promoted a music event.

But the bit that really got me was the suicidal book. A publishing company is using disappearing ink to print books by new authors. They see it as a way to force people to read the books right away rather than let them sit on the shelf. I wonder what happens if one of their disappearing books becomes a best seller. Forget about collectable first editions! And I don’t know about you, but if I pony up the money for a new book, I want to know that it will still be there if I want to read it again. Maybe I’m just not hip enough to get the concept.

When you get to the back of this issue, check out Johnson’s World, even if it’s just to lift the text that will soon be appearing at the bottom of all my emails. We’ll never get the e-genie back into its iBottle, but we can certainly make the effort to set the record straight about print’s eco-friendliness.

And who would have thought that something as simple as paper would bring about a whole new awareness and appreciation for print? Not only that, but the experts in our Creative Ideas on Paper feature say it’s the younger generation that is really taking notice of papers that use texture or color to catch their attention. Seems they spend so much time in front of screens that when an outstanding printed piece shows up, they really get into it. I bet they would really dig those musical posters.

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