Comment: Print is finally getting its mojo back

Darryl Danielli
Monday, October 28, 2013

Over the past few months there has been a tangible air of excitement in PrintWeek Towers in the run up to last week’s Awards.

The theme for this year’s event was ‘the power of print’, something that in recent times perhaps even the industry itself forgot. 

But not last Monday; it was in clear evidence in London’s West End and not just on the faces of the 23 deserving winners, but across virtually every face in the room.

As much as I would like to think that that was all down to the Awards feel good factor (or perhaps, ahem, the wine), the truth is that the industry at large seems to be in a much happier place than it has been for very a long time.

Of course, as the BPIF’s Kathy Woodward says, it’s not the time to get complacent. But perhaps it’s the perfect time to start focusing on the positives and start looking for opportunities.

Self belief has been in short supply in the printing industry for too long, but it seems that finally we have a real reason to be cheerful: business seems to be improving and visibility is certainly getting better.

No one is pretending print still isn’t a tough market, and the chances are it will be for decades to come as its evolution continues. 

However, just because it’s tough that doesn’t mean it can’t be exciting, vibrant, full of opportunities and, most importantly, profitable.

Key to print continuing its return to rude health though is confidence.

So, if you want the industry to finally turn
itself around and get its mojo back, start smiling and telling people how great things are. Because
if we don’t exude confidence in our product then no one else will and certainly not marketers and publishers.


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