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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


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 . . .

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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.

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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.


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.


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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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


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.


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.

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


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.


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.

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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

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


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


“ 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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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."


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:


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.


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.


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:


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?


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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canvas magazine | basic training | april 2014

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