On a sunny day, printer Goodman Baylis’ quaint factory front blends seamlessly with the surrounding 19th-century housing. Yet behind its whitewashed walls there’s a hive of activity. The Worcester-based plant is also home to the firm’s new magazine venture, GB Magazines, and the recently launched division
is already whipping up industry interest.
Stepping into this saturated and fiercely competitive sector might be considered a brave move. However, with the purchase of a 12-colour press and the recent employment of Simon Hunt – formerly of Stones the Printers, part of the Benhamgoodheadprint group (BGP) – it’s clear the firm plans to mount a serious challenge in the sector.
Goodman Baylis was formed in 2003 through the merger of print firms John Goodman and Ebenezer Baylis. Over the past five years, nearly all the firm’s equipment has been updated. Chairman Clive Parkes offers a uncomplicated investment theory: “If you don’t owe money on a machine then it’s out-of-date.”
The firm has already brought most of its services in-house, including UV-curing and mailing facilities. Last year it invested £1.5m in post-press equipment including a 14,000cph Heidelberg stitching line, Apollo sheeter and a Muller Martini binder. More recently it installed a 12-colour Heidelberg press and another Muller Martini Acoro perfect binder.
Due to this continuous investment, Goodman Baylis was able to set up GB Magazines without purchasing any additional kit. “We knew that we could print magazines. Magazines are easy,” says Parkes. However, the sector’s current climate of overcapacity has created tight margins and tough competition. But Parkes is quick to defend the firm’s decision: “The point is that we do a mix of work. To me, it’s just ink on paper.”
Parkes argues that there is fierce competition throughout the industry and Goodman Baylis no longer wants to rely solely on commercial jobs. “We have put down a little cushion of magazines that we can do month-in, month-out for people,” says Parkes. “You must try and spread the risk in what you are doing, but it’s still important to know the limitations of your expertise.”
Simon Hunt, managing director of GB Magazines, supports Parkes’ outlook: “You always have to move on and you can’t get complacent. We are constantly looking for our next opportunity.” This is Hunt’s 27th year in print. He has spent the majority of his career with BGP, working in production, sales and management positions. As managing director of the sheetfed division at Stones the Printers, he boosted the firm’s turnover from £7m to £13m, largely through magazine production.
When Hunt went on gardening leave after a management rejig early in 2006, Parkes took the opportunity to invite him to join Goodman Baylis. “I knew Simon would fit in. He offers up a lot of ideas and this business is all about ideas.”
Change and fluidity are two of the firm’s most vital components, Parkes says. “We are not trying to be a magazine printer solely,” he explains. “But equally no magazine printer focuses solely on magazine work. The question is where you draw the line and what proportions you print in. And I won’t draw a line.”
Parkes claims he has a wonderful view of the Malverns from his office – although it remains unclear when he gets the time to enjoy this pleasure. His focus is on the future, and with Goodman Baylis unwilling to be defined by the stuctures of the markets it operates in, its development is set to continue.
GOODMAN BAYLIS AT A GLANCE
Sectors commercial and magazine printing
Location Worcester
Founded 2003
Number of staff 130
Turnover £11m
Kit includes 12-colour Heidelberg Speedmaster SM 102, 10-colour SM 102, 6-colour CD 102, Apollo sheeter, 2 x Muller Martini perfect binders, Sitma C905 wrapping and mailing line
