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J u l y 2 0 1 4 / Q U I C K P R I N T I N G 23 w w w. M y P R I N T R e s o u r c e . c o m before. This innovation is what is leading to new discoveries every day. Innovations like faster digital presses, wider webs or sheets, more efficient finishing solutions are all a result of an industry that is changing very quickly. If you want to remain relevant you have to change, come up with a better mouse trap. Suppliers are forced to continually examine what they are doing, how they can improve, and what is the next big "thing," while printers have to look at these innovations and determine how they can utilize them to make their products or services more valuable to their customers. Innovation is a great asset. It makes you constantly reevaluate your value proposition and take a 10,000-foot view of where you are at and where you need to be going. QP: In your opinion, what have been the biggest changes to the way we communicate with one another in the past few years? How would you rec- ommend this industry take advantage of that? DR: Digital communication is replac- ing the "old school" method of picking up the phone to call or visiting with your customer. This is okay as long as you don't lose sight of the fact that customers like to know who they are dealing with, [put] a face with a name. Companies can utilize Skype or services like Go To Meeting to leverage the benefits of digital communication without losing all of the personal touch that is gained when you are sitting across from the customer. QP: Looking ahead, what major innovations or technologies do you believe will shape the future of the industry? Why? DR: I think digital print whether it is for packaging, books, direct mail, or commercial will continue to evolve and grow in acceptance. Because of the growth of digital, personalization will also increase. Marketers will be able to utilize digital capabilities to target a specific person or segment. The message can be customized to an individual, and the power of that is tremendous. It will open up entirely new approaches to how products and services are marketed and presented to the customer. QP: What is the biggest piece of advice you would give to printers and others involved in this industry? DR: Print is not dead. It is never going to go away. Again, John Friedl was the person who made me realize print is everywhere and on everything. Look around, you cannot escape it. The indus- try has changed in that long runs are not as common, but personalized shorter runs are becoming the norm. Devel- oping countries need more packaging, books, and all things that are touched by print. I also believe as humans we have a need to touch and hold things. While digitized books and magazines may have seemed "cool," I believe printed books and magazines will make a comeback to some degree as we realize reading from a device is not the same as flipping through a great book. So to my printing industry colleagues, I say hang in there, but navigate. As print changes, change with it. QP: Is there anything else you would like to share with our readers? DR: Challenge us at VITS International to create our "next best thing" and help you offer your "next best thing" to your own customers. We are all fortunate to be part of a great industry. Let's ensure print meets its potential. ◗◗ 800.258.0991 magnummagnetics.com/qp sales@magnummagnetics.com DigiMag ® DUPLEX: Print Magnetic Postcards! Patent Pending Two-Sided Printable Magnet for Digital Printers* Print Directly on Your Magnet. • Great for postcards and sports schedules • Can be sent through the U.S. Postal Service • Will print on most digital presses • High-quality printable matte white polypropylene surface on both sides • Smooth feeding • Superb ink adhesion and image quality • Can be cut, perforated or die cut • 12" x 18" sheets in stock. *Non-Magnetized (Use our post-production magnetizers) For more information, visit MyPRINTResource.com/10006517 6/16/14 4:04 PM