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RECYCLABLE
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Introducing Mohawk Synthetic Paper with i-ToneInnovative i-Tone treatment means the highest levels of runnability, adhesion and performance.
WEIGHT
Broad weight range 6-14 mil
WEIGHT
Broad weight range 6-14 mil
TOUCH
Soft touchsimilar to paper
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CANVAS P1
April 2014
Publishermark potter > [email protected]
Creative direCtorbrandon clark > [email protected]
Marketing Managertaylor knowles > [email protected]
Managing editormichael j. pallerino> [email protected]
art direCtorbrent cashman
Contributorsjustin ahrens, barry banther, john foley, jr., graham garrison, brian sullivan, michael vaughan
editorial boardchris petroglobalsofttom moedaily Printingdean petrulakisrider dickersondavid bennettbennett graphicstony narduccio’neil Printing
www.thecanvasmag.com
@TheCANVASMag
www.linkedin.com/groups?gid=1797952
CANVAS magazine for more information: 678.473.6131, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097
Canvas, volume 8, issue 1. copyright 2014 Canvas, all rights reserved. Canvas is published bi-monthly for $39.00 per year by Conduit, inc., 2180 satellite blvd., suite 400, duluth, ga 30097 Periodicals postage pending at duluth, ga and additional mailings offices. Periodical Publication 25493. PostMaster: send address changes to Canvas, 2180 satellite blvd., suite 400, duluth, ga 30097. Please note: the acceptance of advertising or products mentioned by contributing authors does not constitute endorsement by the publisher. Publisher cannot accept responsibility for the correctness of an opinion expressed by contributing authors.
Canvas magazine is dedicated to environmentally and socially responsible operations. We are proud to print this magazine on sappi opus® dull Cover 80lb/216gsm and opus dull text 80lb/118gsm, an industry-leading, environmentally responsible pa-per. opus contains 10% post consumer waste and FsC chain of custody certification.
FEATURES
DEPARTMENTSP2Publisher’s ThoughtsNourishment
P4Is your ecosystem working?P6Using content marketing to grow your businessP85 qualities of a lasting leaderP10The Corner Office
Marketing Insights:book rec: Pitch Perfect
say it in 10 words or less – go
the art of conversion
P12Noteworthy80 years strong
unisource Worldwide, xpedx set to merge
east Coast strong
On the move
Awards & Honors
Mergers & Acquisitions
P14MSP Product Spotlightsthe flexibility of the océ Colorstream 3000 twin series
Mohawk expands portfolio of synthetic substrates
P40Personal branding coach Tara Kachaturoff on the art of being you
P16Basic TrainingPreparing employees for new challenges
P24The Paperless Tigerthe rise, impact and unintended consequences of the “paperless” movement
P30The Modern Pressrooma look at the past, present and a glimpse into the future of pressroom technology
P36The Big 3how to make the modern day cold call work for you
By 2020, nearly 50 percent of the U.S. workforce will consist of Millennials, according to the U.S. Bureau of Labor Statistics.
P2 CANVAS APRil 2014
Mark Potter
Publisher
Twitter @markricepotter
The world is full of amazing creatures. However, one of the most unusual is a carniv-
orous plant that traps and digests its prey. The Venus Fly Trap is nourished when a
fly or a spider walks across its little hair-like sensors, which trigger the leaf to clamp
down on the unsuspecting insect.
The sensors are so sensitive that the leaves won’t close unless two of them are set off
simultaneously. It is almost like a check and balance system, where the first sensor feels the
bug, but the second needs to confirm it.
Recently, our local minister explained how if you stick your finger in a Venus Fly Trap more
than three times, the plant will die. He went on to explain that the plant starts to get desensi-
tized when it closes. In some ways, it starts to doubt itself and essentially becomes disheart-
ened. Eventually, without the proper nourishment, the plant cannot survive.
How about you? When you try something that doesn’t work or you don’t get immediate
results from your efforts, do you lose heart? Many in our industry lack the nourishment to
sustain themselves going forward. However, being malnour-
ished is not akin to lacking in revenue.
Granted, sales feeds the organization, but doing the same
things without results eventually desensitizes us to what is
truly important. When you just keep grabbing for the quick
buck or any sort of immediate gratification, you come up
with less and less. You lose heart.
Don’t lose heart. The world is full of opportunities, so you
must turn your sensors on. But remember that to build a real
sensitivity to your clients’ needs, you will need to open your
heart to new ideas and new ways of going about your busi-
ness. Then, and only then, will you begin to properly nourish
your business.
In this issue of CANVAS, we are excited to provide some
fuel to help trigger your success. In our cover article, “Basic
Training,” we take an in-depth look at how employers are preparing this new generation of
workers – Millennials – for the challenges of today. In addition, “The Paperless Tiger” exam-
ines why the supposed “end of print” actually may be something of a renewal.
So, as you move forward, remember the story of the Venus Fly Trap. Remind yourself not
to be desensitized by doing the same things over and over again. You don’t want to wither
away. You want to be strong.
Don’t lose heart.
Nourishment
the world is full of opportunities, so
you must turn your sensors on … then, and only then, will you begin
to properly nourish your business.
publiShEr’S thoughtS
In every town and in each individual, the American spirit runs deep. It’s working hard, having fun, keeping it simple. There’s a pride that comes with the freedom to follow your own path, and the grit to succeed. Achieving independence by consistently outperforming the competition.
www.unisourceworldwide.com
visit us online to request the new swatch book, sample sheets or dummies.
uBRAND®
American-made
P4 CANVAS APRil 2014
Justin Ahrens is founder and
principal of Rule29, an award
winning suburban Chicago-
based strategic creative
firm. He is a frequent guest
blogger, national speaker
and author of “Life Kerning:
Creative Ways to Fine Tune
Your Perspective on Career
and Life” (Wiley). Follow him
and Rule29’s on Twitter –
@justinahrens and @rule29.
by JuStin AhrEnSpErSpEctivE
Is your ecosystem working?to foster an environment of positiv-
ity, collaboration and trust is through
transparency. Not sure how to accom-
plish that? It may just be a matter of
asking the right questions: How is your
company doing? How are your employ-
ees feeling? What can you celebrate?
What can you learn from? Answering the
hard questions and bringing employees
into such conversations builds critical
trust within your company.
Challenging and rewarding workOne of the obstacles you face in build-
ing your ideal ecosystem is that the
work simply isn’t interesting or doesn’t
have the potential to inspire. Some-
times this is unavoidable – not every
client can be an opportunity for out-
of-the-box thinking. But if you find
your company in a position where the
majority of your work is not rewarding,
you might have to seek new clients. Or,
you may have to devise projects simply
for the purpose of inspiring creativity
(which we promise is worth it).
MSP companies must be congruent on all levelsIf you’re saying you provide solid,
creative concepts and strategies to
your clients, it should be reflected
throughout your ecosystem. This
means congruency in your mission
statement, office aesthetic, work atti-
tude and the way you find inspiration.
If you work somewhere where the first
two points listed above exist, you have
a great starting place for an enjoy-
able work experience. Working within
a company that knows who they are
and where they are going is some-
thing we can all get behind. And if the
work ecosystem is set up to serve that
mission, the good stuff is there.
the years? Where do you want your company to
be in the short-term and long-term? What is the
ultimate creative statement that you want to be
made by your company and by people looking in
on your company from the outside?
An environment that’s set up to live that missionExamine your goals. Now, examine what the current
environment at your company looks like. Are they
congruent? If you say that you produce creative
work, but your walls are beige and the only “music”
playing is the gentle hum of computers buzzing and
fingers typing, you may have to consider a change.
Transparency from top to bottomNegativity and poor work ethics typically do not
come out of nowhere. More often than not, these
attitudes trickle down from the top. The best way
A company’s ecosystem is an integral key to its success, especially if
you’re a marketing service provider (MSP). Because we make a living
on creating concepts and implementing strategies for clients, we’re
constantly in need of inspiration and motivation. Whether or not we
realize it, ecosystems play a huge part in influencing us.
By examining what your current company’s ecosystem says and how it works
for or, in some cases, against you, you can see how that translates to your work
and creativity.
Much of the ecosystem depends on the culture of your company and your
employees. If you are able to influence that, you have the keys to the car. Here are
some essential components to a great ecosystem:
A clear missionWhat do you ultimately want your company to be about? What
kind of work are you trying to produce and how is your ecosys-
tem influencing that? How has your company evolved over
Working within a company that knows who they are and where they are going is something we can all get behind.
MISSING THE MARK
Learn why perfection isn’t the standard.
FORK IN THE ROAD?
Are you bad at making good decisions?
GET OFF YOUR TOOKUS
What will life look like beyond your desk chair?
GET NAKED
Sometimes we all have to face the facts.
IT’S ALL IN YOUR HEAD...
Learn why true balance is a state of mind.
IN THE GROOVE?
Tips on creating a workspace you and your employees will love.
SURVIVAL OF THE FITTEST Don’t get stuck in a rut.
MAKE IT PERSONAL
Learn how to put a personal touch on all you do.
LIFE KERNING by Justin Ahrens Buy it today at Amazon.com, Barnes & Noble, or Books-A-Million!
I T D O E S N ’ T M A T T E R W H E R E Y O U S T A R T . . .
. .. T
H E I M P O R TA N T T H I N G I S T H AT Y O U B E G I N T H E J O U R N E Y.
LO
OK
FO
R M
OR
E R
ES
OU
RC
E S AT L I F E K E R N I N G . C O M
Che
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ut t
he o
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ife K
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pp
on iTunes today!
For updates
about the
book and other
interesting
snippets,
consider
following
the author
@justinahrens
and his company
full of design
monkeys
@rule29.
Live a life that fuels your work, and work in a way that fuels your life.
The new book LIFE KERNING shows you how, one adjustment at a time.
P6 CANVAS APRil 2014
by John FolEy, Jr.mobilE mEdiA
Using content marketing to grow your business
John Foley, Jr., is CEO of
interlinkONE and Grow
Socially. Foley and his team
consult with print companies
on transforming their
businesses, write strategic
online marketing plans and
provide marketing software
solutions, including MAX,
an automated marketing
solution that helps printers
with their marketing efforts.
Learn more at JohnFoleyJr.
com, interlinkONE.com,
GrowSocially.com, and
MarketWithMAX.com.
An automated marketing campaign is your chance to feed your
customers and prospects the information you want them to receive
about your business, when you want them to have it. A well-planned
and executed automated campaign is a powerful tool for your print-
ing company as it gets your message out while saving you time and manpower.
But what’s the one thing that is key to a successful automated marketing
campaign? Content. This is the engine that drives your drip campaign vehicle. If
your content isn’t great, your vehicle won’t run and you won’t get to where you
want to be. So, just how do you create fantastic content that will make your busi-
ness stand out? Here are several areas to focus on:
Make it usefulWhen you send out your drip emails, make
sure they’re worth reading. Emails that don’t
provide any useful or relevant content are
likely to get marked as spam. Focus on creat-
ing well-written content that offers value to
the recipients, such as how they can make
their print materials and designs stand out
among their competition. Your content should
answer a question, solve a problem or enter-
tain the recipients. In addition, it should be
clear how your company benefits them.
Build trustOne of the beauties of a drip campaign is its
ability to build trust between you and your
customers or prospects. The old adage is true
– people don’t buy from businesses, they buy
from people. Use automated marketing to
build your company’s personality, and make
a personal connection with helpful advice and
information that establishes you as caring,
reliable and trustworthy. While you want to
sell your printing company and get
businesses to utilize your services, you
must establish trust. Your audience
must know you’ll put the extra effort
into making them successful.
Use segmentationUsing segmentation means you tailor
the information your audience sees
depending on what stage of the
funnel they are in. For example, a new
customer might receive a follow-up
email to make sure he’s happy with the
service he’s received. Someone who
has been a loyal customer for many
years might receive an email offering
a special bonus when he utilizes your
printing services again.
If you want to encourage prospects
to use your business and existing
customers to stay, offer them timely
information that provides value and
builds a trusting relationship with
your company. Make sure the content
of your email campaign is relevant
to each recipient and tailored to his
specific needs. Each stage of a drip
campaign should play an important
part in nurturing the reader toward
the action you want him to take. Keep
your focus on good quality and you’ll
be heading in the right direction – as
will your customers.
if your content isn’t great, your vehicle won’t run and you
won’t get to where you want to be.
Request a FREE poster promoting paperand print at: www.wsel.com/eco14-c
Call Today! 1-800-558-0514 • Visit Us at: www.wsel.comLearn More about Two Sides U.S. at www.twosides.us
Bust myths. Build awareness. Boost business.Help your customers empower the industry.
You know the value of paper and print. Now share the real sustainability story with a little help from Western States Envelope & Label.
Through our partnership with Two Sides U.S., get this free poster to educate your customers about the environmental role of paperand print in our industry. Sharing the facts will help strengthen your customer relationships and help them make better choices thatare ultimately better for your bottom line.
Get your free poster at www.wsel.com/eco14-c.
Watch this video link and share it: www.wsel.com/eco-graphic-winner.
Request a FREE poster promoting paperand print at: www.wsel.com/eco14-c
Call Today! 1-800-558-0514 • Visit Us at: www.wsel.comLearn More about Two Sides U.S. at www.twosides.us
Bust myths. Build awareness. Boost business.Help your customers empower the industry.
You know the value of paper and print. Now share the real sustainability story with a little help from Western States Envelope & Label.
Through our partnership with Two Sides U.S., get this free poster to educate your customers about the environmental role of paperand print in our industry. Sharing the facts will help strengthen your customer relationships and help them make better choices thatare ultimately better for your bottom line.
Get your free poster at www.wsel.com/eco14-c.
Watch this video link and share it: www.wsel.com/eco-graphic-winner.
P8 CANVAS APRil 2014
by michAEl vAughAnlEAdErShip
5 qualities of a lasting leader
Barry Banther is founder and
CEO of Banther Consulting.
Over the years, he has
become a trusted advisor,
leadership speaker and trainer
for Fortune 100 companies
such as Pfizer and Rockwell, as
well as midsize to large family
owned businesses nationwide.
He also is the author of
“A Leader’s Gift: How to Earn
the Right to be Followed.”
For more information,
visit www.barrybanther.com.
No. 1 – Being open to others: Every leader claims to have an open-door policy. But it’s
not a leader’s door that must open – it’s an open mind that matters. Openness encourages
employee engagement, which is fundamental to business success.
No. 2 – Investing time in others: Leaders usually are not solo inventors or lonely creative think-
ers. They are called to assemble a team of people and enable them to be more productive
together than any of them could be alone. Leaders can’t create time, but when they invest their
time to build profitable relationships with their employees they’re multiplying the results they
can achieve. Choosing to spend time with their employees daily is a leader’s best return on time.
No. 3 – Listening to others: Trust between leaders and their associates is built upon a trans-
parency that reflects a freedom to speak and be heard. A bad culture, where listening isn’t
valued, impacts businesses every day across America. It has been estimated that as much as
55 percent of a leader’s work time is spent listening, yet most leaders don’t know how to do
that. They confuse listening with hearing. When you’re open to your employees’ ideas and
invest the time to hear them, you’re more apt to understand what they’re saying and, some-
times more importantly, what they’re not saying.
No. 4 – Offering encouragement to others: Employees can work for hours without food or
water, but they can’t conduct quality work for more than a few minutes without the hope that
their work matters, that they can get the job done and that their boss will appreciate their
effort. As a leader, you have few chances to show respect for your employees is more potent
than surprising them with words that show you believe they have what it takes to get the job
done despite their current challenges.
No. 5 – Expressing appreciation for others’ abilities: When a leader gives away genuine
appreciation, it is returned in improved attitudes, stronger commitment and better perfor-
mance. Countless studies show that employees don’t feel appreciated. The gift of appreciation
is not about altering your associates’ opinions of the leader; it’s about changing their opinions
of themselves. When a leader helps employees believe in their unique strengths, they build
a work environment that works. Lasting leaders know how to bring out the best in others.
Leadership isn’t just something you do, it’s someone
you become. But that requires a personal transfor-
mation, not just a personal agenda. Roger hadn’t
learned that lesson. During an interview for a new
leadership position, the hiring manager asked why he switched
jobs, and sometimes companies, every three to five years.
Roger blamed the employees who stopped growing and
doubted ownership’s commitment to the goal they asked
him to reach. In other words, it had to be the environment,
because he was a “good” manager. Roger was half right – it
was the environment, but he failed to recognize that he was
responsible for creating that situation.
Lasting leaders, those who can weather economic down-
turns and even seismic market shifts in their employees
or customers, are the ones who know how to assemble a
diverse team and bring out their very best. If you’re not
building relationships that will last with your associates, even
your financial success will be short-lived.
If you want to understand what really defines leaders, you
must start by looking at their followers. The old motivational
tricks don’t work anymore. Employees have become jaded
from broken promises and failed dreams.
Today, followers are drawn to leaders who show openness,
invest time, listen, encourage and show appreciation for the
strengths their employees bring to work. These qualities are
developed intentionally over time, but pay dividends in both
financial and personal performance for a lifetime. They are gifts
that a lasting leader is willing to give freely to the people they lead.
Leaders held in the
highest esteem for their
success on both the
bottom line and with
the people they lead
epitomize the following
five qualities:
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P10 CANVAS APRil 2014
mArkEting inSightScornEr oFFicE
Say it in 10 words or less – GORemember that email you sent that wasn’t opened? Ever wonder why? Maybe
it was your subject line. According to recent research on the topic by Retention
Science, emails with subject lines of six to 10 words are opened 21 percent of the
time. Interestingly, the research shows that the average subject line from market-
ers is 11 to 15 words. The open rate on those emails is 14 percent. The best way
to entice a recipient to read your email is to include a first name in the subject
line. These emails post an 18.3 percent open rate.
book reC
Pitch Perfect: How to Say It Right the First Time, Every Time
by bill Mcgowan
Saying the right
thing matters. Really,
it does. During the
pivotal moments of
your life, results often
are determined not
only by your actions
but by your words as
well. What you say can be the difference
between sealing the deal and losing the
account, advancing your career or suffer-
ing a demotion. During these moments,
it’s important to use precisely the right
tone to convey the right message, to the
right person, at the right time.
In “Pitch Perfect,” renowned media
coach and Emmy award-winning
correspondent Bill McGowan shows
you the art of communicating with
confidence and how to craft just the
right message. Using his Seven Princi-
ples of Persuasion, McGowan provides
the secrets you need to master the
communications landscape.
“Pitch Perfect” shows you how to
use the right language – both verbal
and nonverbal – to be more confi-
dent, persuasive and certain. Follow
McGowan’s principles, and you’ll be
able to entice people to follow your
every word and remember you long
after you’ve left the room.
CANVAS believes this book could
be a tool to make 2014 a little more
engaging for you.
Retailers are waking up to the fact that they need to personally engage with their customers, tailoring the shopping experience to the individual and delivering across a
multitude of different channels. …It’s this shift in consumer buying patterns that has
emphasized the importance of bringing the customer a real-time experience.
– Dan Wagner, founder & CEO of Powa Technologies, on how technology is drastically changing the retail landscape
The number of hours per day (30 percent of their media time) that Millennials spend interacting with user-generated content, according to the “Social Influence: Marketing’s New Frontier” study by Crowdtap. The survey also shows that Millennials trust user-generated content 50 percent more than print or TV media.
CANVAS P11
mArkEting inSightS
The art of conversionStudy shows fastest growing digital print applications
The conversion to digital continues. Applications in a number of key market segments are expected to make
healthy gains in digital production, according to InfoTrends’ “2012–2017 U.S. Digital Production Printing
Application Forecast.” The report shows that changes – driven by economics, usage, electronic replacement
and shorter runs – will continue to drive the transfer of traditional offset processes to digital print. Following is a
snapshot of the number of impressions (in billions) expected to go digital by 2017:
40.4 Books 12.1Brochures 11.1Catalogs
9.9 Magazines 9.8 Direct Mail 6.8 Newspapers/Newsletter
5.0 Inserts/ Coupons 4.2 Poster/Banners/
Signage 2.6 Catalogs
P12 CANVAS APRil 2014
People news. New products. Trends shaping the way our industry does business. If you have a news item, CANVAS wants to hear about it. All you have to do is email us the information and a photograph, and we’ll do the rest. Send your information to [email protected].
updAtES From thE induStry notEworthy
To celebrate the 80th anniversary of its original founding, Fujifilm has unveiled
a new corporate slogan, “Value from Innovation,” which pays homage to the
ideal that continual innovation is critical to success. The company will adopt the
slogan for its global operations. The logo expresses Fujifilm’s commitment to
continuously creating innovative technologies, products and services that empower the potential and expand the horizons
of tomorrow’s businesses and lifestyles. It also encapsulates Fujifilm’s desire to combine its in-house technology with human
resources, expertise and technology developed outside the company to spur innovation.
East Coast strongQuad acquires commercial and in-store printer UniGraphic
Adding some more strength to its arsenal, Quad/Graphics
Inc., Sussex, Wis., has acquired UniGraphic Inc., one of the
largest commercial printers in the metro Boston area. Under
the terms of the agreement, Bob Quinlan, owner and presi-
dent of UniGraphic, along with his management team and
employees will remain with the company.
The acquisition helps fortify Quad/Graphics’ commercial
and specialty printing, in-store marketing, and digital and
fulfillment solutions on the East Coast, adding to its Midwest
and West Coast locations. It also strengthens Quad’s abil-
ity to service national retailers’ large-format and in-store
marketing needs.
“This acquisition expands our commercial and specialty
printing, and in-store marketing footprint to both coasts
as well as the Midwest, and supports our vision to grow in
markets where we can create value for clients and share-
holders alike,” says Joel Quadracci, Quad/Graphics’ chair-
man, president and CEO.
Quad/Graphics’ other commercial and specialty printing,
and in-store marketing facilities are located in Leominster,
Mass.; Enfield, Conn.; Burlington, Menomonee Falls and
New Berlin, Wis.; Dallas; Huntington Beach, Calif.; Radzymin,
Poland; and throughout Latin America.
80 years strongNew slogan, logo helps Fujifilm celebrate anniversary
YOur NEwS hErE »»
Distribution solutions businesses Unisource Worldwide
Inc. and xpedx will merge under the terms of a defini-
tive agreement that would result in the creation of a
new publicly traded company, according to International
Paper, parent company of xpedx, and UWW Holdings Inc.
Unisource’s holding company. The merger is expected to
be completed in mid 2014.
With projected annual revenue
of $9 billion to $10 billion, the
new company will employ about
9,500 team members across more
than 170 distribution centers in
North America. In addition, the
company is expected to generate approximately $200
million in synergies.
Under the deal, Mary Laschinger, currently president of
xpedx, and senior VP for International Paper, will be CEO
of the new company and chairman of its board of directors.
Allan Dragone, CEO of Unisource, will serve as a director
of the new company and advise on integration activities.
“Building upon the strengths of both Unisource and
xpedx, we believe the new company will be able to accel-
erate and enhance top-line growth opportunities across a
complementary portfolio,” Dragone says.
The new company’s executive offices will be located in
the greater Atlanta area. In addition, it will retain the two
existing operational headquarters of the legacy compa-
nies in Norcross, Ga., and Loveland, Ohio.
Unisource Worldwide, xpedx set to merge Union creates new publicly held distribution company
CANVAS P13
On the move
EFI (Electronics For Imaging) has appointed David Reeder, former head
of finance for Cisco’s Enterprise Networking Group, its new CFO, and
Marc Olin, former senior VP and GM of the Productivity Software Group,
to the newly created position of COO.
Commercial printer Sun Graphics has named John Hohenshell its VP of
sales. Hohenshell, who previously served as senior account executive at
Spangler Graphics, a division of Consolidated Graphics, will be respon-
sible for developing and overseeing Sun Graphics’ sales organization in
its major markets such as Kansas City, Tulsa, Wichita and Springfield, Mo.
Goss International has named 30-year printing and packing industry
veteran Mike D’Angelo to the newly created position of managing direc-
tor for the Americas. D’Angelo will lead Goss’ sales, service and support
organization by addressing requirements of commercial, packaging and
newspaper printing operations throughout North America and Latin
America. He also will play an important role as Goss expands its portfolio
and presence in the packaging and converting sector.
Quad/Graphics has made several executive-level promotions to support
its strategic business initiatives. Promotions include: John C. Fowler to vice
chairman and executive VP; David J. Honan to VP and CFO; Thomas J.
Frankowski to COO; David A. Blais to executive VP of global procurement
and platform strategy; and Steven D. Jaeger to executive VP of Quad/
Graphics. In addition, Kelly Vanderboom, VP and treasurer, has expanded
his responsibilities to include executive responsibility for the company’s
logistics business as president of logistics, while Anthony C. Staniak has
expanded his responsibilities as executive director – financial controller to
include chief accounting officer.
Vision Graphics Inc./Eagle:xm (VGI/E) is relocating its Loveland, Colo.,
print production to its Denver marketing and fulfillment facility by fall
2014. Vision will continue to support Northern Colorado clients with a
satellite office in Loveland. Ranked on ColoradoBiz’s 2013 list of Colo-
rado’s 50 fastest growing privately owned companies, VGI/E recently was
named one of the top 400 largest printers in America and made the Inc.
500/5000 list of “Fastest Growing Private Companies.”
Mergers & AcquisitionsR. R. Donnelley & Sons Co. has signed a definitive agree-
ment to acquire Canadian-based MultiCorpora, an interna-
tional provider of translation technology solutions. The acqui-
sition will expand the capabilities of RR Donnelley’s Language
Solutions group, supporting clients’ multi-lingual communica-
tions. MultiCorpora develops and enables translation tech-
nology to deliver state-of-the-art solutions for the language
industry, featuring their flagship software product MultiTrans
Prism. A number of international governments and organiza-
tions, Fortune 500 companies and language service providers’
benefit from MultiCorpora’s translation technology expertise.
EFI (Electronics For Imaging) has acquired shipping soft-
ware developer SmartLinc Inc. Based in Milwaukee, SmartLinc
produces software that optimizes the shipping process by allowing
users to select the best carrier for their shipments. EFI will continue
to develop and sell SmartLinc software, which will become the
company’s core shipping technology offering. Currently, the soft-
ware serves as the integrated shipping module for EFI’s Pace™,
Monarch™ and Radius MIS/ERP products. Over time, EFI also
will create a new, SmartLinc-based shipping module for EFI
PrintSmith™ Vision business management software. In addition,
SmartLinc employees, including former SmartLinc co-owners
Greg Billinghurst and Scott Kwiatkowski, have joined EFI.
In other EFI news, it has entered into a partnership agreement
with Landa Corp. for the development of a digital front end (DFE)
as part of Landa’s end-to-end Nanographic Printing™ solution.
Landa’s new DFE will employ high-performance, EFI-developed
Fiery® technology. With this technology, the Landa DFE will offer
unique, new functionality for sheetfed and webfed Landa Nano-
graphic Printing™ Presses in the commercial, folding carton,
point-of-sale, publishing and flexible packaging markets.
Awards & honors
Think Patented CEO and managing partner
Kenneth O. McNerney was named the “2014
Printer of the Year” by the Southern Advi-
sory Council and Printing Industries of Ohio
– N. Kentucky. McNerney was recognized as
being a creative force for innovation and as
an inspiration to his colleagues in the graphic
arts industry of the Southern Region. Think
Patented is based in Miamisburg, Ohio.
Joe McCready, program manager for Classic
Graphics in Charlotte, N.C., earned his Stan-
ford Certified Project Manager designation.
The Stanford Advanced Project Management
program provides advanced skills and practi-
cal instruction on the processes, organizational
structure and tools that assure that project
work yields desired business results, includ-
ing converting project management capabil-
ity into a competitive advantage, managing
cross-functional teams in a global context, and
improving project productivity and profitability.
Canon Inc., the parent company of Canon
U.S.A. Inc., has ranked sixth overall and third
internationally in Fortune Magazine’s “World’s
Most Admired Companies” list. In the interna-
tional computers category, Canon ranks as the
top Japanese company and the sole represen-
tative of the imaging industry. It was cited for
innovation, quality of products/services and
financial soundness. The 2014 list was sepa-
rated into 57 industries from a variety of busi-
ness areas. With input from executives, direc-
tors and analysts, close to 700 companies from
30 countries around the world were analyzed
and ranked based on various criteria.
P14 CANVAS APRil 2014
dEvElopmEntS in print
MSP product SpotlightS
What you want, when you want itThe flexibility of the Océ ColorStream 3000 Twin Series
Every project is unique, and as such, an inkjet printer
should be able to offer a variety of options to get
every job done to perfection. That’s where the Océ
ColorStream 3000 Twin series comes in – a high-speed
inkjet, full color printer with unmatched versatility.
What speed do you fancy? The ColorStream 3000 has a
speed of 157 or 417 feet per minute for 344 up to 1818 letter
images per minute. In addition to speed, its unique combi-
nation of productivity, efficiency and quality simplifies and
accelerates the transition from monochrome to full-color, or
even five or six colors. Crisp details and smooth halftones
with a perceived quality of 1200 dpi are made possible with
the DigiDot multilevel dot modulation.
The Océ ColorStream 3000 Twin series provides a modu-
lar offering in various single and twin configurations. The
system allows you to adapt the printing mode to match your
pace of the transition to color, and the full-color series can
be set up as a monochrome-only system when needed.
Know what you don’t want? A
large carbon footprint. The Color-
Stream 3000 Twin series offers a
more economical use of ink and less
waste than its competition. Print-
ing in speed ramps between the full stop and the nominal
production speed, as well as from production speed to a
full stop significantly reduces the amount of paper waste,
thus reducing the environmental impact.
For more information, visit www.csa.canon.com/ProductionPrint
Built to lastMohawk expands portfolio of synthetic substrates
W hen you think of paper, does high-performance
come to mind? Well, it should. Mohawk’s new
Synthetic Paper with i-Tone recently has achieved
top ratings at RIT’s HP Indigo Certification program, achiev-
ing a three-star certification in all three categories, including
runnability, compatibility and ink fixing (adhesion).
Now let’s talk durability. Mohawk Synthetic Paper with
i-Tone not only ranks high for performance, but also is
waterproof, tear-resistant and recyclable as a #5 polypro-
pylene plastic. And what about lamination? Forget about it.
The high performance synthetic has the look and soft touch
of paper, and features a broad range of calipers ranging
from 6 – 14 mil for a variety of customer applications.
Mohawk’s entry into the high-performance paper market
is ideal for a variety of end uses, including maps, manu-
als, menus, table tents, event passes or tickets, ID cards,
luggage tags, plant tags or stakes, outdoor and indoor
signage, waterproof documents and more.
Mohawk also has extended its Dimensional Product
portfolio, including a new two-part pocket folder that is
HP Indigo compatible and available on three premium
Mohawk digital papers. These new products enable
printers to cost effectively, and profitably produce
short run pocket folder jobs that may have previously
been outsourced.
For more information, visit www.mohawkconnects.com
BROADER APPLICATIONS. EXPANSIVE OUTPUT CAPABILITIES.
READY FOR THE FUTURE, HERE TODAY.Improve efficiency and your bottom line by moving outsourced or difficult-to-produce applications in house. Now you can print pocket folders, book covers, dust jackets, oversized direct mail, and brochures with the new Long-Sheet Feeder (up to 13" x 26" output capability) and Catch Tray designed especially for the Canon imagePRESS® Series of cutsheet digital printers. See how a market leader added valuable services. VIEW THE GLOBAL SOFT DIGITAL SOLUTIONS CUSTOMER VIDEO: CSA.CANON.COM/GA.
877-623-4969 | CSA.CANON.COM/PRODUCTIONPRINT
Canon and imagePRESS are registered trademarks of Canon Inc. in the United States. All other referenced product names and marks are trademarks of their respective owners and are hereby acknowledged. ©2014 Canon Solutions America, Inc. All rights reserved.
P16 CANVAS APRil 2014
CANVAS P17
Generational gaps do exist. This isn’t break-ing news. But maybe this is: As the leader of a company in today’s ever-changing workplace, your ability to attract, develop
and retain young leaders will make or break your company. Did that grab your attention? Let’s face it – the new generation of workers is fast approaching. Millen-nials – Generation Y or whatever label you’ve given them – have significantly different values, beliefs and lifestyles from the baby boomer generation. And they continue to enter our workplace – your workspace – in swarms.
“ Live, travel, adventure, bless, and don’t be sorry.”
– Jack Kerouac
by Michael J. Pallerino
P18 CANVAS APRil 2014
Basic Training
Fact: By 2020, nearly 50 percent of
the U.S. workforce will consist of Millen-
nials, according to the U.S. Bureau of
Labor Statistics. Another study predicts
that nearly 75 percent of Millennials will
dominate the scene by 2025.
So, what are their likes? Their
dislikes? What drives them? What
are their turnoffs? A recent Millen-
nial Branding study reported that
45 percent of Millennials will choose
workplace flexibility over pay; 72
percent want a job where they can
have an impact; and due to the recent
recession and high unem-
ployment rate among young
people, most seek economic
security. And there’s more –
an MTV survey showed that
Millennials want more flex-
ible hours and the ability to
work remotely. They want to
set their own hours and dress
how they want. And, get this,
they believe they can teach
you a thing or two.
by 2020, nearly 50 percent
of the u.s. workforce
will consist of Millennials, according to the u.s.
bureau of labor statistics.
Chip Espinoza, Ph.D., has traveled the world helping companies create an
environment where managers and Millennials can survive and thrive. The direc-
tor of the Organizational Psychology program at Concordia University Irvine also
co-wrote the book, “Managing the Millennials: Discover the Core Competen-
cies for Managing Today’s Workforce.” As one of the world’s foremost experts
on generational diversity in the workplace, his client list includes the likes of The
Boeing Company, Microsoft, Schneider Electric and the Special Olympics.
Espinoza believes that the generational gap is a sociological phenomenon. He
says the tension between successive generations is what professor emeritus of soci-
ology at Princeton University Norman Ryder refers to as demographic metabolism.
Every new generation provides its own set of threats to previous generations – with
those threats differing from generation to generation. For example, the way the
baby boomers handle money is very different from the Builder generation before
them. How and when money was spent created discord between the two sides.
The plain truth, Espinoza explains, is that
GenXers are distinctively different from baby
boomers, but they simply did not have the
numbers when they entered the workforce to
threaten the status quo with their ideas. That’s
why they immediately were put into their place
by baby boomers.
You want differences – GenX is less concerned
about titles and belonging to associations,
country clubs and the like. They are incredibly
independent and have learned to manage up
for what they want out of work.
P20 CANVAS APRil 2014
Basic Training
You want similarities – GenXers and baby boomers are alike in that they are
both very large cohorts. They are both optimistic as compared to the Builders
and GenX. They both have received a tremendous amount of attention and will
continue to.
“They (Millennials) are, in essence, what the baby boomers wanted for them-
selves growing up,” says Espinoza, who also is a content expert for CNN, and has
been featured on Fox News, CBS Radio, and others discussing the topic. “Baby
boomers, for the most part, have shaped the Millennial generation due to their
parenting style – high involvement, great expectations, democratic decision-
making, praise-based activity, etc.”
The biggest difference may be that Millennials are the first generation that
has not needed an authority figure to access information. “They do not have
a felt need to initiate a relationship with authority,” says Espinoza, whose next
book, “Millennials@Work: 7 Skills Every Twenty-Something Needs to Overcome
Roadblocks and Achieve Greatness at Work,” will be released this year. “In most
cases, authority figures are the last place a Millennial will go for information.
Baby boomers and GenXers had to ingratiate themselves to authority figures
to have upward mobility and access to information. The change has caused a
monumental shift in how the younger generation relates to authority and how
authority relates to Millennials.”
What Millennials wantIf you’re looking to connect the dots between that old school and new school
way of thinking, the solution is simple, kind of. Thomas Somodi, president and
CEO of Change Science Institute, says the key centers on your ability to find some
common ground.
Somodi says one of the main strategies any manager can employ is to take
advantage of the Millennials’ energy and desire to learn and grow. Make sure they
learn the basics, while allowing for opportunities to display their creativity and
make mistakes.
“This is an age-old challenge that requires the old school to openly share in
their experiences in a way that the new generation views as a learning experi-
ence,” says Somodi, who also wrote the book, “The Science Of Change: Basics
Behind Why Change Succeeds and Fails.”
Somodi says that it requires everyone, including the old school group, to
recognize that change is going to occur, no matter what, and it is better to
attempt to manage that change for the benefit of all. “The ability to obtain a
successful change greatly increases as the overall knowledge and experience
base increases. Since you never know if the best solution will come from an old
“ they do not have a felt need to initiate a relationship with authority. in most cases, authority figures are the last place a Millennial will go for information.”
– Chip Espinoza, Director of Organizational Psychology program, Concordia University Irvine
Who is today’s Millennial? • Well-educated• Believe everything
is negotiable• Seek guarantees when it comes
to commitment to work• Want to blend work and life
(access their personal lives from work and don’t mind accessing work on their personal time)
• Ethnically diverse• Socially tolerant (inclusive)• Socially aware (green, global, etc.)• Desire meaning in their work• Pride themselves on being
problem solvers (creative)• Approach work through a
relationship lens (want to be in good standing with their managers/older workers)
What are they seeking?• Fairness (reward, recognition)• Opportunity• High direction from
managers/leaders• Managers/leaders who
will be committed to their career development
• Freedom to do their job the way they feel they can best contribute
Source: “Managing the Millennials: discover the Core Competencies for Managing today’s Workforce” by Chip espinoza, Ph.d.
Everything goes. Anything is possible.Las Vegas and the SGIA Expo have this in common: Everything goes, and anything is possible. The industry’s most diverse group of educated attendees comes together each year for the annual Expo, and industry leading exhibitors pack the trade show floor with equipment, innovation and solutions.
It’s the only place to see the latest imaging techniques, newest garment decoration technologies and cutting-edge industry applications.
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P22 CANVAS APRil 2014
Basic Training
school or new school experience, in the end, it is best that everyone is open to
as many ideas/experiences as possible if you want to maximize your chances for
successful results/change.”
In his book, Chip Espinoza writes that it is important for Millennials to under-
stand how their boss wants it done before they try to change the process. One of
the main strategies he recommends for today’s managers is to provide frequent
and timely feedback. “Annual reviews will not work with this generation. They
need frequent and timely feedback. They are often frustrated by a lack of feed-
back. You also must be clear about your expectations. You cannot assume that
Millennials always understand you. Ambiguity is their Kryptonite.”
Overall, the key is to train your managers to better understand the Millennial
generation. “People leave managers, not companies,” Espinoza says. “Work will
probably be the first place they encounter an adult that is not ‘for’ them. Their
experience with adults up until work has been one of the adult cheering them on
and encouraging them to great things.”
“ since you never know if the best solution will come from an old school or new school experience, in the end, it is best that everyone is open to as many ideas/experiences as possible.”
– Thomas Somodi, President & CEO, Change Science Institute
While the strategies to effectively managing people can be applied to all employees, Thomas Somodi, president and CEO of Change Science Institute,
offers five ways you can connect with your Millennials:
1. Hire individuals who have a context for learning
that’s consistent with the actual environment they’ll be operating in. For example, don’t try to fit individuals who learn and operate best in a structured context into an environment that tends to be less structured or vice versa. Individuals who have a successful track record elsewhere struggle when they’re introduced into a new environment. This situation often is caused by the disconnect between the basic nature of how those individuals learn and operate, and the actual operational nature of the environment/organization they’ve been introduced into.
2. Create an environment where your employees can learn and be exposed to new things. This generation is believed by many to be better educated, so the desire for continuous learning is important.
3. Create an environment where they can experiment and learn from their mistakes. The more process-to-environment
relationships they can develop, either through learning from the existing experience base within the organization or through self experimentation, the better decision makers and contributors they will become.
4. Keep in mind that this generation is believed to be more flexible/adaptable to the unexpected and open to new ideas. Therefore, explaining the “whys” behind the ways things operate or the decisions that have been made often can help in their development, and ability to understand and function within the organization.
5. Given the economic downturn this generation has lived through, the opportunity to learn and be productive can be more important than other considerations held by previous generations. But as their experience grows and the economy improves, being treated fairly might be the only thing standing between keeping the individuals and their desire to look for better opportunities.
strategies for Managing Millennials
P24 CANVAS APRil 2014
CANVAS P25
The supposed “end of print” actually may be something of a renewal. The paperless trend in
favor of digital content that surfaced a few years ago has indeed had an impact on print, but
some of the results have been surprising. Invigorating even.
Just ask Phil Riebel, president and COO of Two Sides U.S. Inc. Riebel says that in some
ways, the paperless movement has given print a chance to shine. “If anything, I believe the value [of
print] is higher because it stands out more than in the past due to all the electronic and digital distrac-
tions that surround us and demand our attention.”
The Paperless
by graham garrison & Michael J. Pallerino
The rise, impact and unintended consequences of the “paperless” movement
P26 CANVAS APRil 2014
The Paperless Tiger
‘Paperless’ not rooted in everyday lifeThis isn’t the first time the idea of “going paperless” was predicted. In fact, you can go as far back as 1975. But when you truly examine it, the idea isn’t based on the reality of our day-to-day lives. “As paper becomes more scarce, it allows its message to become more important to the receiver,” says Thomas R. Wright, senior director of advertising and design for Neenah. “Less paper clutter is good. More meaningful, targeted print communications that resonate with your target audiences are better.” Here’s a look at some of the things you touch or use in an average day:
• Copy paper
• Post-it notes
• Direct mail
• Menus
• Books
• Catalogs
• Newsletters
• Fast food bags, liners and wrappers
• Envelopes
• The sticks on cotton swabs and suckers
• Butcher wrap
• Candy wrappers
• Lottery tickets
• Gum wrappers
• Towels and tissue….
Disappointed with digital?The recent paperless trend had tried to capitalize on the access and perceived
convenience of digital platforms. Magazines and other publications started trying
out digital versions of their publications as a way to differentiate. Newspapers
switched to more web-based content to better compete with the blogosphere
that was syphoning off revenue. Schools and businesses looked at ways to cut
down on material costs with iPads over brochures or books. Marketers have
experimented with email blasts and online delivery, with mixed results.
And to be sure, these mediums are valid competitors – ones that are not going
away. But publishers and marketers are finding they aren’t the slam-dunk delivery
platforms they may have thought they were (spam filters, anyone?).
There also have been some unintended consequences. “I think the switch
to digital is having some major social impacts that we still don’t quite under-
stand,” Riebel says. “From an educational point of view, I am not sure it’s for
the best. Reading on paper may be better for deep understanding of text,
compared to clicking and browsing using an electronic device, which offers so
many distractions. Writing on paper is also beneficial for learning and memory
compared to typing.”
Studies show that the value of print is as strong as ever. “The value of print
today is just like yesterday,” says Thomas R. Wright, senior director of advertis-
ing and design for Neenah. “It informs, through the element
of touch. It can lead to persuasion. To me, going paper-
less is going digital with reference material. Any print
material that does not need to deliver emotion can
and is going digital – some spaces faster than others
depending on demographics. But resource information can sit in the cloud and
be endlessly updated.”
Patti Groh, director of marketing communications at Sappi, says print also carries
with it an element of trust. “People continue to not only believe what they read in
print, but to expect an element of print to introduce them to new products and
services, especially those at the higher end of the price spectrum. Luxury brands
find that the heavy weight of a tactile piece of paper with beautiful imagery and
smart copy is a key element in influencing buying decisions. It is dependable."
What’s really more renewable?Indeed, the idea that digital delivery is more environmentally friendly than print
can be misleading. “The so-called benefits are usually only a perception with no
evidence backing them up,” Riebel says. “For example, a recent Danish study
showed that e-billing is more costly than paper bills because many people were
ignoring their bills and not paying them. Hence the company spent more money
P26 CANVAS APRil 2014
“ i think the switch to digital is having some major social impacts that we still don’t quite understand.”
– Phil Riebel, President & COO, Two Sides U.S. Inc.
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P28 CANVAS APRil 2014
The Paperless Tiger
“ the value of print today is just like yesterday. it informs, through the element of touch it can lead to persuasion and, versus the multitude of email, it lasts.”
– Thomas R. Wright, Senior Director of Advertising & Design, Neenah
chasing after customers via customer service calls, in order to get the bills paid.
So they went back to paper bills.”
What many consumers may not realize is both paper and electronic have envi-
ronmental impacts. “The impacts of the electronic world is actually growing
rapidly and, today, the carbon footprint of the ICT sector is already twice that
of the print and paper sector…and continuing to grow,” Riebel says. “My key
concern is the vast amount on non-renewable resources ICT uses, especially
with things such as metals from questionable sources like rebel-operated mines
in the Congo.”
Meanwhile, paper has unique sustainable features, such as renewability of its
primary raw material, high levels of recyclability (65 percent and up), high levels
of renewable energy use (biomass) and it stores carbon for its lifetime. Well-
managed forests also are key to helping our planet deal with climate change.
(See “Sustainable” sidebar on page 29.)
“We can manage forests properly and also get the environmental, social and
economic benefits of doing this,” Riebel says. “How many products do we have
that can accomplish this?”
The future of print revealedAsk the card carrying members of the printing services industry about the
sustainability of paper, and they will tell you the truth as they see it – print is not
going anywhere.
“The future is ever-changing, so it’s hard to be sure how paper and print inte-
grate with technology," Wright says. "The only certain item in my mind is that fiber
and bits will become closer, each specializing in delivering information in the most
optimum way.”
And because print provides a personal experience with a brand, it often
offers a very different experience than other channels. In a technological era
punctuated with emails, tweets, status updates, smartphones, tablets and texts,
print craftsmanship and permanence matter now more than ever. Consumers
are rediscovering the importance and meaning of carefully crafted, tangible
objects, including print.
CANVAS P29
"There’s a reason we shake hands when we meet someone," says Bart
Robinson, senior VP of marketing for Mohawk. "Touch is powerful and it’s
key to a personal connection. When we create a printed piece – it is physi-
cal, tactile and we engage the sense of touch. Research has shown direct
mail marketing campaigns are 28 times more effective than email campaigns
alone. In this digital age, haptic perception is a key differentiator. Printed
materials provide permanence and an impact that digital information alone
cannot replicate."
Seek and you shall find that the future of print and paper is full of excitement
and new technology. Print is the substrate that brings brands to life through tech-
nologies such as Image Recognition, Augmented Reality and Near Field Commu-
nication. "It has been, and will continue to evolve into a specialized, high-end
experience," Groh says. "There will be less of it, but it will continue to grow in
its ability to deliver impact through its unique characteristics that make it stand
» Certification matters More than 240 million acres/100 million hectares in North America are certified to the SFI Standard. The Standard promotes sustainable forest management through 14 core principles including measures to protect water quality, biodiversity, wildlife habitat, species at risk and forests with exceptional conservation value.
» A more aware consumer Consumers are becoming more environmentally aware shoppers. Programs such as SFI help identify products for them, with on-product labels for both certified sourcing and COC claims to help consumers make responsible purchasing decisions, according to SFI. From furniture to copy paper and pizza boxes, you can increasingly find the SFI label on a wide range of items for home, office and everyday life.
» Big names are involved The SFI Forest Partners Program, founded in 2012, links market leaders to forest stakeholders to strengthen forest practices and procurement across the supply chain by promoting certification. Founding Forest Partners – Time Inc., the National Geographic Society, Macmillan Publishers and Pearson – made five-year commitments to increase the amount of certified forests by working with landowners, manufacturers, distributors, customers, conservation groups and government agencies to promote forest certification.
Paper companies are committed to good forestry practices – their businesses depend on it. One way is by supporting third-party forest certification programs, such as the Sustainable Forestry Initiative® (SFI) program. “Forest certification applies a rigorous, science-based standard of responsible management to working forests and ensures that it’s followed through independent third-party verification,” says Jason Metnick, senior VP, customer affairs, Sustainable Forestry Initiative.
Metnick says that forest certification is on the rise. For example, from 2007 to 2013, forestlands certified to the SFI Standard in North America increased 75 percent from 138 million acres to more than 240 million acres. Following are some other interesting notes:
Sustainable
out from the sometimes noisy, busy
messaging around us."
In the end, the debate about print's
sustainability will rage on, a discussion
of which Robinson says only has one
real outcome. "Without print, there is
no tactile record of history. Without
print, there is no value. Technology is
important, but all it takes is one criti-
cal crash on your computer for digital
memory to be destroyed. Touch is
the most powerful human sense, and
would be eliminated in a paperless
society. Print is here to stay."
P30 CANVAS APRil 2014
The Modern PressroomA look at the past, present and a glimpse into the future of pressroom technology
by graham garrison
CANVAS P31
Over the course of the last decade, the ratios
have changed. Ask a printer the percent-
age of traditional offset printing versus digital
press jobs from 2004-2008, and you’re more
than likely to get a answer like 75 versus 25. But as technolo-
gies evolved, and customer demands changed, so too did those
ratios. Today, ask the same printer and you may get an answer like
40 percent traditional offset printing versus 60 percent digital.
Indeed, the pressroom of even a decade ago is a far cry to what
many look like now. Printing technology has evolved with the shift-
ing demands of the market.
Lisa Arsenault, President of Upper Marlboro, Md.-based McArdle
Solutions, remains acutely aware of the need to invest in cutting-
edge technology. She understands the importance of develop-
ing new products and services in order to continue to provide
solutions for customers spanning a wide spectrum of industries
in her area. “In some segments of the industry, run sizes are
going down. One reason we brought in a digital web press
was to meet the needs of shorter runs.”
Article Sponsored by:
P32 CANVAS APRil 2014
The Modern Pressroom
Indeed, traditional offset printers are finding that their big business may still
involve large orders, but much of the new business opportunities have meant a shift
in thinking and new technology.
“The printing industry has changed significantly in the past 10 years,” says Eric
Hawkinson, Director of Marketing for Canon Solutions America, Production Print
Systems. “Technology advances have expanded the number of communication
channels – both online and offline. The printing industry has had to learn how to
work with these channels while adapting to changing user behaviors and prefer-
ences. End users want highly targeted, personalized and relevant messaging.”
Improved productivityMark Bohan believes the innovations in the printing services world will continue
to make a major impact in the market place. “We’ve seen big innovations in both
offset and digital,” says Bohan, Ph.D., VP, Technology and Research for the Print-
ing Industries of America (PIA).
With the offset marketplace, the presses have improved significantly. There have
been great reductions in make-ready times, pre-setting and improvement in auto-
mating controls. Bohan also says that it’s allowed for more cost effectiveness in
shorter runs. It’s also allowed presses to report back to customers with data being
tracked during production.
“ the printing industry has changed significantly in the past 10 years. technology advances have expanded the number of communication channels – both online and offline.”
– Eric Hawkinson, Director of Marketing, Canon Solutions America
“[With digital] a lot of the innovation has been about workflow,” Bohan says.
“The technology advancements allow for printers to move from traditional offset
workflow systems to more hands off production, removing complete touches to
the point where in some cases, the first time the file is cut or a job is touched at all
is when the operator takes it off the back of the digital device. There’s little to no
human intervention needed throughout the process.”
Hawkinson says that digital printing began with personalization and the ability to
print in run lengths from one to thousands. “We’ve seen many print shops adopt
digital technology and are now testing new waters and pushing the realms of what
is possible with digital technology.”
One of the reasons was because clients weren’t asking for the volume they used
to. Print customers are opting for shorter runs of 1,000 to 2,000, where they can
frequently update their materials and keep pace with the speed of information.
McArdle Solutions boasts sheetfed and web presses, along with digital equip-
ment that includes an Océ ColorStream 10000 Flex 4-C with in line stitch fold.
The expansive capabilities have meant new business, but a lot of the digital
pages produced have come from converting existing business already sold,
because it fit the digital format.
PAPERbecausenew customers are worth much more
than the price of postage.
75% of people have made a purchase as a result of direct mail. If that statistic doesn’t send a message, maybe we should have mailed this to you. To learn more, please visit PAPERbecause.com.
P34 CANVAS APRil 2014
The Modern Pressroom
But Arsenault says there
always will be a need for
offset. The large mailing
projects, 600,000 order
runs for product information
– digital can’t work those.
And the size of the order still
ultimately will tip the scales
whether it’s offset or digital.
“There’s not going to be
a switch flipped and every-
thing goes to short run
work,” Arsenault says.
But digital capabilities
have given McArdle Solutions the option
to weigh economies of scale. For print-
ers, the digital press is very cost efficient
from a production standpoint. Wasted
plates, time and resources spent during
the make-ready stage – even produc-
tion hours and reduced headcount – the
new printing technology allows print-
ers the capability to complete projects
more efficiently. “It creates an ROI that
can’t be ignored,” Arsenault says.
Changes in storeFor as much as has changed in such a
short amount of time, there are plenty
of advances and new technologies to
look forward to, the experts say. For
example, many expect the industry to
see more growth in digital output.
Hawkinson expects the second wave of digi-
tal adoption to be the adoption of high-speed
inkjet printing platforms. “This will be moti-
vated not only by the need for personalization,
but for high volume, highly efficient and highly
effective personalization.”
Commercial printers that have become successful
as marketing service providers are seeing digital inkjet
as the next best way to optimize their print production
and reach broad and diverse audiences.
“Another change we’ve seen over the past
decade is how print fits into multi-channel commu-
nications,” Hawkinson says. “Print was the primary
channel for communication before the internet.
With the explosion of online and mobile technology, print became less rele-
vant as mobile and internet communications took center stage. But now these
mediums are saturated and end users are overwhelmed by the sheer volume
of communications. Print now stands out from online and mobile communica-
tions and we expect this trend to continue. Print is re-emerging as the channel
that can break through the clutter.”
Jim Hamilton, Group Director for Worldwide Document Technology Strategy and
consulting firm InfoTrends, says distributed functions – whether they are in publish-
ing, job submission or targeted document creation – go so far beyond the press-
room that only connected pressrooms will have any relevance in the future. “And I
think that more productive digital print capabilities driven by inkjet, will be front and
center in those types of business transformations.”
Companies that take advantage of these technologies will have to factor in whom
they partner with. Arsenault says she is impressed with Canon Solution America’s
support implementing digital technologies into McArdle’s pressroom.
The digital technology is so sophisticated, and often the parts and software come
from various places around the globe, that it takes a coordinated effort to imple-
ment, train and maintain the equipment at a pace to keep humming along. “It’s an
orchestrated effort,” Arsenault says.
“in some segments of the industry, run sizes are going down. one reason
we brought in a digital web press was to
meet the needs of shorter runs.”
– Lisa Arsenault, President, McArdle Solutions
E n c o u r a g i n g c r E a t i v E m i n d sFounded in 1996, The Electronic document scholarship Foundation (EdsF) is a charitable, non-profit, that engages in programs designed to attract the best and brightest to the industry. By granting scholarships, fostering education, promoting research, recognizing leaders, encouraging innovation, and garnering and disseminating knowledge, we are helping build the next generation of digital content and delivery professionals.
SCHOLARSHIPSEdsF’s scholarship program makes it possible for students to receive the education necessary to pursue careers in the document management and graphic communications industry. What sets EdsF apart from other Foundations is the international scope of our operations.
RESEARCHEdsF sponsors academic research grants and partners with major industry research firms to provide businesses with cutting-edge data on trends in the document management and graphic communications industry. since 2001, EdsF has provided 30 research grants, developed a grant/mentor program and published over 25 white papers.
EduCAtIOnThrough recognition of leading educators and educational programs worldwide, EdsF continues to build awareness about career opportunities in the industry, while ensuring that businesses have a talented pool of applicants to recruit.
The Electronic Document Scholarship Foundation
For more information visit www.edsf.org or call +1 817.849.1145
more than ever before, there is a critical need for individuals and companies to support the future of the document management and graphic communications industry. EdsF’s scholarship program enables students to receive the education necessary to pursue careers in the industry, while providing much needed assistance in offsetting the ever increasing financial burden. Please join us as we work together to provide our future business leaders with the skills and knowledge necessary to shape our industry for years to come.
P36 CANVAS APRil 2014
the big
CANVAS P37
How to make the
modern day cold call work
for youby brian sullivan
If I could show you a way to easily annoy almost every prospect you
meet, would you be interested? Well, here it is. Try this. Start your
sales questions with, “If I can show you a way to…”
The truth is that virtually every sales call since 1973 has started with
that phrase. Translation: We now are on our third and fourth generation of
buyers who are sick of hearing it. For example, let’s say I asked you, “If I
can show you a way for your facility to make $50,000 more this year, would
you be ready to move forward with us today?”
If you can make that offer to a customer – congratulations. But because
you used a clichéd phrase to start off your questioning, an educated
buyer’s defenses immediately go up. Plus, you made him feel like a 9-year-
old. While this type of question originally was intended to create curiosity
and secure some commitment, it has run its course. Remember, before
posing sales questions you must build respect and trust, and then you can
create curiosity with your presentation.
To help start 2014 off on the right foot, here are three simple tips you
can use to set your next sales meeting into motion:
P38 CANVAS APRil 2014
The Big 3
When you finally land that big meeting, engage your prospect with a hard-hitting
headline and hook question. Try this: “I wanted to let you know about a product
we offer that has helped facilities of your size increase revenue by as much as
$50,000 a year. Would you be interested in hearing more about how we did it?”
If you get a positive response, follow with, “If you like what you hear, great, we
can talk more. If not, no problem. Thank you for the time.”
There are two reasons this approach works. First, it is non-threatening. In nego-
tiations, this posture is called slight indifference, which shows you may be worth
having a conversation with. It also tells your prospect you’re not about to jam
something down his throat. Second is the big benefit – helping him increase reve-
nue by $50,000. That’s a tough proposition to walk away from. When delivered
with confidence, your proposal, more often than not, will get a response. I mean,
how can a prospect live without an offer like that?
If your prospect allows you to continue, don’t fire off a bunch of features and
benefits. Simply follow up with a few short questions to better understand his
current situation. Clear questions are easy to remember and even easier to deliver.
think about what you want the buyer to do at the end of the call. this will help you
move a step closer to gaining the sale.
No. 1 Be prepared
Before making your sales call, think clearly about your objective. Think about what
you want the buyer to do at the end of the call. This will help you move a step
closer to gaining the sale.
The objective is not about what you’re going to say, it’s about what you want
him to do as a result of your call. For example, the objective of your call may be
to get your prospect to agree to give a 30-minute demonstration with all key
decision-makers sometime in the next 14 days.
No. 2 Build respect
and trust
Before pounding a prospect with a ton of features and benefits, earn their
trust. Jumping into a meeting by blasting away with a bunch of promises is
cardinal mistake No. 1 in the sales world. Think about it. What is your pros-
pect’s biggest fear? Answer: Wasting his time. So, you have to take that fear
away from him before you start spewing the value of your solution.
Prepare and rehearse a simple opening like, “Thank you for your time. I know
how valuable it is.”
No. 3 Engage
CANVAS P39
Sales coach and business consultant Brian Sullivan, CSP, is the author of “20 Days to the TOP– How the PRECISE Selling
Formula Will Make You Your Company’s Top Sales Performer in 20 Days or Less.” Sign up for his free weekly motivation and
sales tips by visiting www.preciseselling.com.
Now here’s the good news. The above questions don’t take a long time to
deliver. In fact, they will show you what your presentation should focus on. This
means you can tailor your conversation to helping your prospect find solutions to
his problem.
So, take some time to develop at least three hooks you can use on your cold
prospects and current customers. And remember, this is 2014, not 1973. If you can
find those hooks, you’ll be on your way to creating the type of sales conversations
that lead to long-term relationships and orders.
C What are you currently using to solve (enter problem here)?
L Have you looked at some of the latest technologies that are (enter benefit here)?
E What do you find effective about your current solution?
A What would you alter, if you could, about how you are doing things now?
r Who is responsible for researching products in your facility?
P40 CANVAS APRil 2014
intErviEw with tArA kAchAturoFFFinAl thought
Personal branding coach Tara Kachaturoff on the art of being you
Branding coach. Consultant. Author. Teacher. Entrepreneur.
There doesn’t seem to be much Tara Kachaturoff cannot do.
These days, when she’s not hosting her widely successful “Mich-
igan Entrepreneur” television program, Kachaturoff is help-
ing her clients hone their personal brands. After spending many years in
the worlds of high tech and finance, Kachaturoff turned her attention to
the art of personal branding (www.personalbrandessentials.com), where
she holds designations as a Reach Certified Online Identity Strategist, a
Certified 360°Reach Assessment provider and a Reach Certified Personal
Branding Strategist. Her two favorite pieces
of wisdom for all entrepreneurs – plan your
success with annual, quarterly, monthly and
weekly plans, and take action daily.
What’s the true secret to telling your brand story today?It’s revealing the ordinary. In fact, it’s in the
ordinary that you find the extraordinary, and
when you truly connect with the hearts and
minds of others. When telling your brand
story, it’s the tale of who you are – your point
of view, your vision and values, your ideas and
aspirations. The key to telling your story is in
revealing yourself as you are. That’s it. You’re
unique. There’s no one with your mix of ideas,
thoughts, talents and perspective. That’s
what people really want to know about. That’s
how they connect with you. The secret is to
just be you – naked, honest and authentic.
desire is to connect with the person behind
the information. That would be you. Build
your reputation by creating your body of
work. Focus on your singular area of exper-
tise. You connect that reputation and work to
others not only through face-to-face, email
and social media interaction, but also by
writing books and articles, speaking, videos,
and so on. Building your reputation as a
thought leader – with one message and one
focus – makes it easier for people to connect
with you and to find solutions for their
specific and pressing needs.
Define the art of personal branding.The art of personal branding is the manner in
which you choose to unfold the story of who
you are, what you do and what makes you
different from everyone else. It’s how you
weave together all the pieces of your body of
work that represents your expertise and your
thought leadership. From your brand plan to
your marketing plan, from your writing style
and tone of voice, to your personality quirks,
how you tell the story of you is the true art of
personal branding.
Is the entrepreneurial spirit alive and well today?It is. And it will continue to gain momen-
tum, partially out of necessity, as outdated
business structures are replaced by nimble,
creative and virtual business models char-
acteristic of the entrepreneurial economy.
Now, more than ever, our individuality and
personal brand is more precious, more
celebrated and more honored. We’re
accepting who we are, building businesses
around our most fervent passions, step-
ping out into the world where we are the
business. The future holds much promise.
We are only in the infancy of the era of the
entrepreneur. Hold on to your hats. It’s
going to be a wild ride.
Tara Kachaturoff
What should everybody know about marketing (but they just don’t get)?Marketing is not selling. Marketing is about finding and focusing on two things
– your target market and their needs. More importantly, it’s about figuring
out how what you offer intersects with those two critical factors. In a nutshell,
marketing is about building awareness. Your brand is an important component
of marketing – that’s how you get the word out about you. Nowadays, market-
ing options are abundant – article and book writing, speaking, podcasting,
blogging, tele-seminars, webinars and more. Selling is about making offers
and closing a sale. Understanding the difference is the key to your success.
Why is building your reputation as a thought leader so important?Today, more than ever, people want solutions to very specific problems. Sure,
they can go to the internet and find whatever they want. But what they really
Learn Something New. Every Day.Sappi etc.— Now OnlineFree and fully searchable, Sappi etc.—the education, training and consulting
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