New Rules, New Importance II

By Andrew Paparozzi
In July 16, 2010

In our previous post New Rules, New Importance, we stated that “the printing industry is being redefined by structural change, and things will never go back to the way they were regardless the strength of recovery.” Things has begun to mend, and signs of recovery are appearing—for more information on the latest NAPL printing business indicators, please click here. So what are we suppose to do at such a critical juncture? Below are some additional rules of recovery taken from the most recent NAPL State of the Industry: Strategic Perspective 2010. Again, these are new rules that companies who are leaders in our industry already know and rules that companies wishing to join their ranks must adopt if they are to succeed in their goals of becoming a leader in our industry.


Understand what our industry is becoming – We have to get more and more involved with our clients by providing services beyond ink-on-paper. We are challenged each day to deliver more value to our clients because they “are becoming increasingly platform indifferent.” What this means is that our clients don’t care how we do it, they only care about what kind of ROI we can provide for them. Furthermore, because they are indifferent, they have no qualms about going to alternatives to print if they are able to achieve higher ROI. Only by understanding this vital rule can we truly see what this industry is becoming and that is an ever evolving, highly competitive, and increasingly complex market place where only those that continuously improve survives.


Pick our value proposition carefully – What do you do for your clients? That is the question at the heart of the value proposition concept. By determining where it fits in the “value proposition spectrum,” as a commodities producer, a one-stop-shop, a solutions provider, or somewhere in between; a company can increase their performance by focusing on improving the attributes that are most important to their type of value proposition. It doesn’t matter if it is on price, quality of service, or solutions to reach a goal, the need to identify your value proposition to your client is more important than ever before.


For further discussion on these and others rules of recovery, please see the NAPL Strategic Perspective 2010. To watch a recent webinar on the report please click here and click here to download the associated slides from the webinar.

Andrew Paparozzi

Epicomm's Andrew Paparozzi, Vice President/Chief Economist, is well-known for his accurate and thoughtful discussions on the economy and US commercial printing industry. A foremost author and speaker on economic business trends in the printing industry, Paparozzi heads Epicomm's Printing Economic Research Center.

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