Are Web and Offset skills like Strippers to Digital prepress in the 90’s

More and more as I speak with offset and web press operators I find myself asking if they have exposure to digital printers. Its not just me thinking that things are going more in that direct, but that it is what my clients are asking me to provide them. What this reminds me of is the way it went for strippers in the 1990’s.

During the 90’s there was a fundamental shift in printing firms on how prepress was done. No longer were companies using traditional strippers, they were installing digital prepress systems. While the traditional stripers had a lot of critical experience such as understanding color separation and the capabilities of the printing presses, they were no longer needed unless they also had digital prepress skills, both software and hardware. This change had very telling effects on the prepress positions. First, those that did not want to learn new skills were no longer able to find work and when they did, it was at substantially lower payrates. Those that did make the effort and invested in themselves to learn the new skill sets were able to stay in the industry as digital prepress people. At first those with traditional and new skill sets were in the biggest demand. As time has gone by digital prepress workers no longer need the skills of the traditional strippers and people with just digital prepress skills have all the tools for the modern prepress jobs.

Traditional offset and web press operators are now in a very similar situation. Those segments of the industry are shrinking and with that comes fewer jobs. Those that are relectant to increase their computer skills and spend time learning about the new digital equipment will find themselves with fewer and fewer job options. While I do feel at this time that having both offset/web skills and digital print skills will be valuable in some situations, it seems that a digital printer doesnt need to rely only on an ink on paper back ground. Many digital prepress operators are able to run the digital printers at this point. In fact most firms will ask for someone  with offset backgrounds OR prepress backgrounds to be trained on a digital printer.

If you are an offset or web press operator and pondering your career moving forward, please heed the lessons of strippers in the 1990’s. Look at gaining better computer skills and seeking opportunities to get your hands on digital printers. Do this while your current skills can still keep you employed. This way you will be positioning yourself for your future, as it is likely you may need both skills sets to finish out your career.

The more noise social media creates the more clarity print provides.

Received a “Thank You” card in the mail last week that excited me. Please check out the brief video I made in regards to it.

CLICK HERE FOR VIDEO

My excitement spilled over into adding it as a discussion point I had with varies print industry people. Many of them also agreed it had some potential. As Social Media (SM) grows it becomes harder and harder to keep up with and filter out the noise that it generates. In fact at this point the noise of SM is at a roar level. That simple Thank You card coupled with SM had a very profound impact and most importantly, it made me LOOK at the website and possibly become a buyer on that site.

Sitting in Dallas last week with Joe Polanco from PIA-MidAmerica helped further expand on this SM noise. By the time we finished 2 beers and a nice conversation the tag line “The more noise social media creates the more clarity print provides” had been formed.

Dont get me wrong I am a huge fan of SM and think it is an extremely valuable tool in many ways. It is the combining of the two that I find interesting. It is similar to how I look at things like Google AdWords. The first few results in a search doesnt mean legitimacy in my mind, it can also mean someone that is good at getting top rankings for key words, but otherwise not having much value. Thus as many people do, I look at the paid for advertising as a solid option.

The coupling of the two mediums is a strong fit. What better way to filter out the noise than to receive a card in response to something connected with on SM. In fact it is a barrier of entry as the printed piece costs a small amount of money to send and thus acts a good filter from spammers and others that just use free communication tools aggressively, but have a product that has no value or limited value.

Better filters will certainly come soon for SM and like all things the adaptation of the new tools will need to be assessed and relooking at the value proposition of print will need to happen.

Brian

Personalized print content/news/editorials

Things that seem relevant and important to keep an eye out for or create.

 

First is the ability to print content that is relevant to you and unique to you. Personalized news and information delivered daily.  The ability to pick and choose interesting topics as well as selecting editors/content providers I am interested in hearing view points from.

 

The important question would be:

a)     Would I pay for this service?

b)    Why not just read it from a website?

 

I believe the answer to the both questions is YES. There are many points in a day where I just don’t want to or can’t whip out a laptop to read content. The ability to have paper in my laptop bag to read is very appealing and even more so when it is personalized content. Paying for this personalized information is worthwhile as it condenses my habitual reading into a single source.

 

Just my $.02

 

Brian