MARCH 2011 VOLUME 49, NUMBER 3 Print Is Green Educating Customers About Your Sustainable Business Practices and Environmental Responsibility PAGE 30 To End Users, Green Is the New Normal PAGE 40 For Print Distributors, A New Era of Sustainability PAGE 46 SPECIAL REPORT Comprehensive Coverage of PSDAs CEO Summit PAGE 14

PRINT SOLUTIONS MAGAZINE March 2011 FEATURES PERSPECTIVES 04 EDITORS NOTE Tired Topic Think Again By John Delavan 06 PRESIDENTS MESSAGE Full Speed Ahead By Bill Prettyman 30 COVER STORY Educate Your Customers Print Is Green By Heidi TolliverNigro As more end users consider environmental responsibility and sustainable business practices important, print manufacturers and distributors must understand the nuances of the green movement and inform their customers about how their work is Earthf

EDITORS NOTE Tired Topic Think Again BY JOHN DELAVAN, EDITORINCHIEF Volume 49, Number 3 March 2011 N ot long ago, when I served as editorinchief for another associations magazine, I experienced one of those moments where I knew what to say, but still had a tough time articulating it on the spot. I had received a few boxes of the magazines latest issue, a couple hundred copies used for a variety of purposes, including distribution to editorial contributors and advertisers. A colleague who was

PRESIDENTS MESSAGE Full Speed Ahead PSDA is quickly moving forward to better serve its members by focusing on five principal strategies and delivering enhanced value through its events, publications and other critical platforms. BY BILL PRETTYMAN, PSDA BOARD PRESIDENT aving recently returned from participating in PSDAs 15th annual CEO Summit, its clear that our professional association is making substantial progress not only in staging successful educational and networking events, but also in

PRESIDENTS MESSAGE end users seek. We hope to engage more technology providers, in particular, and are working to identify and recruit those that have an affinity for print and business models that work with the independent channel. You will see some new members at the 2011 Print Solutions Conference and Expo in Chicago, May 1719. Growth will not happen overnight, but I am confident that if we communicate our mission in a way that is both relevant and compelling and if we are able to help Uni

PRESIDENTS MESSAGE Our enduser customers are seeking comprehensive communications solutions for their businesses. PSDA will continue to support print as the primary product, but will also support our members in their quest to offer complete solutions that include print and marketingrelated services. of education services, interviewed all prospective speakers to ensure their content would be relevant and impactful, and many presenters spoke with PSDA member attendees before the event to identify

PSDA NEWS PSDAs 2011 Print Solutions Conference and Expo The Years Most Important Print Distribution Event The 2011 Print Solutions Conference and Expo, May 1719 at Chicagos Navy Pier, will provide member company principals and their key sales and CSR colleagues with a true onestop shop showcasing PSDAs innovators, providing learning opportunities for principals and key staff, and creating opportunities to deepen knowledge about the products, services and partners that can help drive growth wi

PSDA NEWS Submit Your Best Work for the 2011 PEAK Awards by March 31 PSDA is now accepting submissions for the 2011 Print Excellence and Knowledge PEAK Awards. This prestigious competition highlights unique and successful print and marketing applications, and honors the work of print professionals who have creatively and consistently led successful projects for their customers. Submit your best work and be recognized for Providing outstanding valueadded products and services through creativity

SPECIAL REPORT PSDA Means Business Nearly 100 principals convene in New Orleans for the 15th annual CEO Summit and leave with a plethora of ideas and strategies to grow their businesses. By all accounts, the event PSDAs signature management conference was a tremendous success. This was the first CEO Summit I have been able to attend, and it was a very refreshing experience, said Dan Youngblade of Bear Graphics Inc. The networking and educational sessions provided over the two days were great

EDUCATION CEO SUMMIT RECAP T he CEO Summit educational program included several vital sessions from premier presenters, among them Bob Lieber of Original Thought, LLC, who kicked off the event with a session titled, Looking Forward Rethinking and Repositioning Your Business. His session was a must for any distributor or manufacturer interested in being part of a differentiated marketingoriented solution. Other presenters included Crystal Jacobson of Affinity HR Group Inc., who led a session o

EDUCATION CEO SUMMIT RECAP 16 PRINT SOLUTIONS MARCH 2011 PSDA.ORG The FSCSFI logos running on the adjacent inserted page pertains to that page alone the rest of this publication prints on nonFSCSFI certified paper.

NETWORKING CEO SUMMIT RECAP B eyond the educational sessions, CEO Summit attendees had ample opportunities to network and share best practices for their business. Many said that the side conversations they had during the event were immensely valuable. The CEO Summit offered the opportunity to reconnect with friends and industry peers as well as to make new connections and share solutions to some of our marketplace challenges, said Chip Lattanzio of Winbrook. By creating a collaborative enviro

SPECIAL VOLUNTEER EVENT hile in New Orleans for PSDAs 2011 CEO Summit, several PSDA staff members and conference attendees volunteered to spend a day constructing homes with St. Bernard Project, a nonprofit organization dedicated to helping thousands of New Orleanians displaced for more than five years since Hurricane Katrina return home. The event had a lasting impact on the participants. CEO SUMMIT RECAP W I was really glad that I took the time to participate in the GiveBack Day and CEO S

CEO SUMMIT RECAP Attracting and Retaining New Talent BY CLAUDIA ST. JOHN How might we attract and retain new talent particularly Generation Y, tech savvy professionals This question engaged more than 25 percent of the executives who attended the recent PSDA CEO Summit in New Orleans. They identified attracting and retaining new talent as a priority and a significant challenge and with good reason. Our informal survey of CEO Summit executives revealed that the average employment tenure among c

Arts Education and Research Fund has a job board www.graphiccommcentral. org and a listing of schools with graphic arts accreditation programs by state www.gaerf.orgPrintED AccreditedPrograms.aspx. Embracing Social Networks Recruiting in the social media space is often a challenge. Interestingly, several CEO Summit participants indicated that they task their young employees with figuring it out. Its a lesson worth learning if you really want to reach young people, the best way is to have one o

CEO SUMMIT RECAP Taking Bold Steps in a World of Uncertainty BY GREG COLLINS I n preparation for my CEO Summit workshop, I consulted with many PSDA members who generously discussed their concerns about our markets, companies and competitors. Our goal in these conversations was to find current ways for companies to improve their positions and value. Several themes resonated throughout those meetings, including this fundamental question Embracing Change Yet, heres the conundrum Uncertainty and

operating income. Then, pull yourself away from your emotional attachment to the figures and rationalizations by looking through the mirror as if you were buying the company. Are the trends sustainable Are costs in line with current revenue Are you expecting the dramatic turnarounds after years of erosion What would an outsider believe On what could you absolutely depend Right or wrong answers dont exist at this stage. Plus, every company I have ever worked with exhibited challenges in some area

CEO SUMMIT RECAP Gaze at the Stars Still seeking inspiration Thats terrific news because it opens a universe of opportunity. This stage requires real bets, true conviction and time. Its also where the greatest value can be created. Pull together a list of trends for the industry, and then ask how your company addresses these trends. The trends are neither positive nor negative that choice is more personal. One companys concern is anothers road to riches. If the list is built correctly and real

ways to separate the core business from the new ventures. efforts, that honesty establishes a foundation for creative thinking. More buyers today are taking disciplined approaches that will test for clarity on critical items. As a result, a candid, balanced assessment emphasizing strengths and fit will fare better than ungrounded expectations. Superficial veneers rarely work with todays professional dealmakers, and they can backfire easily. Flexibility in structure and consideration also play k

PSDA PROFILE Agile and Adaptable Under Jon Sooys leadership, Californiabased distributorship Golden Pacific Systems has built a substantial book of business by leveraging its staffs vast knowledge and implementing innovative solutions for clients in changing times. BY AMIE SHAK Y ou never know when its going to hit you. Jon Sooy was designing Tshirts for tourists when he fell in love with print and the endless possibilities it brings. He quickly went from printing Tshirts to running a screen

Environmental responsibility is a key issue and opportunity in todays print market. At DATATEL, we fully support the efforts to promote responsible forest management throughout the industry. DATATEL recently became officially ChainofCustody certified for both Forest Stewardship Council FSC and Sustainable Forestry Initiative SFI. This designation confirms that DATATEL has been granted the authorization to label our print productions as having met the accredited standards of proper forest managem

PSDA PROFILE said. We can sell virtually anything. We actually have one client for whom we distribute wallpaper. Outside of work, Sooy enjoys home improvement projects, as well as taking time to work on his own cars, building computers and tinkering with Linux. Last summer, Sooy found time to build a cabana by his swimming pool after finding some reclaimed pillars and railings online from a winery in Napa. Sooy powers the area with a solar power system he installed. Sooy also built a putting gr

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E D U C AT E YO U R C U S T O M E R S As more end users consider environmental responsibility and sustainable business practices important, its essential that print manufacturers and distributors understand the nuances of the green movement and inform their customers about how their work is, in fact, Earthfriendly. BY HEIDI TOLLIVERNIGRO Print Is Green Data center energy consumption the power behind mobile phones, iPads, BlackBerry devices and laptops doubled between 2000 and 2006, reaching

PRINT IS GREEN But when we see a beautiful pasture with grazing cows, a field with newmown hay or endless acres of corn, we think it is beautiful. The fact is that those beautiful scenes were once forests. Between 1850 and 1910, we lost about a third of our forests about 190 million acres. When you fly across the Midwest, its the most evident. Thats where most of it was converted to agricultural land when Americans cleared more forest than the total amount cleared in the previous 250 years of

Easy Greening with Environmental Certifications Want to help your customers go green quickly and easily Encourage them to spec paper certified by an environmental organization. These certifications are based on nationally or internationally recognized standards and represent an easy way to get started on a green print initiative. Although there are dozens of environmental certifications, some of the most recognizable are those for fiber harvesting and paper production. These include the Forest S

PRINT IS GREEN Print manufacturers are making huge investments in more environmentally responsible manufacturing. Next is the commitment of individual printers to sustainability. Many print manufacturers and commercial printers are making great strides with more sustainable practices. These include The use of alternative energy is worth highlighting here. The printing industry as a whole is a strong implementer of environmental certifications and renewable energy sources like wind, solar and b

PRINT IS GREEN Print vs. Electronic Media Which Is Greener BY HEIDI TOLLIVERNIGRO E verywhere you look, electronic media, including email and Internetbased marketing, are being positioned as the greener choice for marketing communications. But is this really true Lets take a closer look at the facts. While it might seem intuitive that eliminating ink and paper would be the more environmentally sensitive option, many people may not realize that emedia have environmental hazards of their own. I

Then there is the problem of endoflife. We throw away far more electronic gadgets than we should and even those organizations that have take back programs dont have a good place to collect, reuse, or recycle whats discarded. To Wheeland, the biggest problem is that the tablet will be an addition not a replacement. In other words, more electronic stuff compounding all the impacts. Sarah Westervelt of the Basel Action Network makes a similar point. The Dead Tree Edition condensed her position It

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To End Users, Green Is the New Normal Environmentally friendly distributors used to be novel. Today, theyre necessary, as more businesses seek vendors with defined sustainability initiatives. BY DARIN PAINTER Fortune 500 company with more than 100 U.S. retail locations recently sought to consolidate its supplier base. Like many large firms, it looked for a print distributor that could make online ordering easier, maintain branding standards and save money. But as the companys purchasing manager

Video Promotes Pictoral Offsets Green Path Deb Flynn and Pam Stomel call themselves the Green Girls. Flynn, marketing assistant for Carlstadt, New Jerseybased Pictorial Offset Corporation, one of the fastestgrowing commercial printers in the United States, and Stomel, an account manager at the 80 million company, recently posted a public service ad on YouTube to promote environmental responsibility. In it, they talk casually about what its like to work for a company that takes steps to reduce it

Check Out More on Sustainability from Kodak Going green means learning more about the issue. Kodak has developed a Green Kit, an online guide that includes an easytounderstand overview of the sustainability issue and why it is important to printers. It includes insights on what consumers are thinking about the green movement, 10 ways to begin your environmental initiative, a glossary of terms and links to nearly 30 information sources. Take a closer look at www.graphics.kodak.comgogreen. from t

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For Print Distributors, A New Era of Sustainability Green 2.0 in the print industry is less about posturing and more about practices that generate economic, social and environmental performance. Heres what some industry leaders are doing and how you can make a better impact today. BY DARIN PAINTER W hen Mohawk Fine Papers Inc. hired George Milner in 1974, his role as the companys environmental expert was clear. I had to make sure the sheriff didnt knock on the door, he recalled. The crux of

A NEW ERA OF SUSTAINABILITY Six Questions to Ask Yourself Proactively addressing sustainability can position your distributorship to meet the growing demand for greener products and sustainable supply chain partners. Your readiness for Green 2.0 depends on the degree to which you and your suppliers can respond to the following questions 1. Can your company quantify and communicate how its printrelated products and services are economically, environmentally and socially preferable to nonprint al

components, and enable print applications that minimize the amount of ink, paper, and energy required for traditional mass mailings Unified workflow solutions that reduce waste and enable automated performance tracking across the print production chain Scanners that use less energy than standard equipment For actions that can help you kickstart your companys sustainability initiative, see sidebar, 13 Things You Can Start Doing Today, on page 52. Sustainability makes sense from so many differe

A NEW ERA OF SUSTAINABILITY Eco Expert Its Time to Reframe the Print vs. Digital Debate Printing industry professionals maintain that sustainably harvested timber used for papermaking is not contributing to deforestation, but they have done a poor job of influencing public perception in their favor, says Don Carli, senior research fellow at the Institute for Sustainable Communication, a nonprofit group in New York that helps organizations reduce their greenhouse emissions. On the other hand, pr

A NEW ERA OF SUSTAINABILITY 13 Things You Can Start Doing Today Your distributorship can make immediate changes to become greener and launch meaningful sustainability initiatives. Here are 13 actions that matter 1. Increase efficiency and reduce waste by instituting a PDF workflow. A streamlined workflow gives you the ability to create and send electronic documents via email, create forms, review and collaborate online, institute soft proofing and more. For example, Monroe Litho in Rochester, N

www.psda.orgconference 2011 Print Solutions Conference and Expo May 1719 Navy Pier Convention Center Chicago, IL Convene with more than 1,200 of your colleagues from around the world at PSDAs largest, most exciting event of the year the one conference where Principals and their sales, customer service and technology teams come to get ahead of the curve. THE 2011 PRINT SOLUTIONS CONFERENCE AND EXPO FEATURES Relevant exhibit hall networking and education opportunities Vast Expo Hall showcasi

Will Email Eat Prints Lunch Only If You Let It Theres no question email has its place in the broader marketing mix, but its not a direct replacement for print. In fact, in many ways, print still delivers superior results. BY HEIDI TOLLIVERNIGRO 54 PRINT SOLUTIONS MARCH 2011 PSDA.ORG

I s your print business threatened by email Email is being promoted as the inexpensive many people think free alternative to print that accomplishes the same thing for less money. But when you look more closely, youll find that this is not the case. The more you know about benefits and drawbacks of both media, the better prepared you will be to protect your print base against what is often client misinformation. Email has its place in the marketing mix, but its not a oneforone replacement for p

WILL EMAIL EAT PRINTS LUNCH Acquisition Cost and SpeedofDelivery Comparison EMedia Vs. Digitally Enhanced Direct Mail Todd Butler, chief executive officer of Butler Mailing Services in Cincinnati, has created a cost comparison for email vs. what he calls digitally enhanced direct mail, or mail that includes a DVD that provides many of the same benefits as email. Note that the comparison is acquisition cost, not perpiece cost. This is critical, since its really the customer acquisition cost that

WILL EMAIL EAT PRINTS LUNCH Mitchell Resnikoff, a fullservice ad agency in Philadelphia. For email, the ISPs have made it easier for consumers by putting tighter holds on mail reaching our inboxes. Often times, junk emails dont even get delivered. If they do, they end up in the spam or junk folders, which may or may not get opened. Either way, they are deleted. Not to mention for those of us who use our company email address as our primary email addresses, spam filters are now even more restri

Andy Cutler, chief strategy officer for Mercury121, writing in the November 10, 2010 issue of Direct Marketing News Direct Mail Gains New Potency, notes that because each mail piece is not competing with as many other pieces in the mailbox, response rates are climbing. At the same time, he writes, email response rates are declining due to overuse. A retail client of ours just finished analyzing marketing performance of direct mail, email and instore promotions. Direct mail is the best performer

WILL EMAIL EAT PRINTS LUNCH Marketing Report Predicts Significant Increase in Direct Mail Late last year, market research company Global Industry Analysts Inc. announced the release of its report entitled, Unified Communications A Global Market Report. According to the report, direct mail marketing campaigns are expected to increase significantly over the next few years. The report predicts that global marketing expenditures for direct mail will reach 25.45 billion by 2015. Unified communicatio

You cant do it by email alone. I know of one software company thats having a really crappy year but then, all the company is doing is email to upgrade. The company hits me so often that I have started to ignore the emails. To work well, an email must be designed by a direct marketing creative specialist, not an IT person or an assistant somethingorother in your office. Just because its cheap doesnt mean it doesnt matter what you send out. Poorly crafted email trains people to ignore it all the

CASE STUDY Ace in the Hole A PSDA member distributor hits the green creatively to promote the company as sponsor of a hole at a local golf tournament. BY AMIE SHAK In this case study, Print Solutions showcases how variable data printing transformed what could have been a typical golf tournament giveaway into something memorable for the players. Client Rodger Price, business development manager for Eagle Graphics was sponsoring a hole at a local golf tournament. He needed something that promot

As VDP projects go, it was easy to get a clean database for this project. The local Better Business Bureau, which sponsored the tournament, could easily provide a list of the players who had registered. The trick was timing the order carefully. Inevitably, some people would sign up to play at the last minute, or there would be substitutions. Eagle Graphics worked closely with its suppliers to ensure that it could wait as late as possible to run the order, while ensuring the products would be del

INDUSTRY NEWS COMPILED BY FRANCES MOFFETT News The Cooley Group Unveils New Brand Identity, Business Approach Affiliate, members of CPPA are entitled to discounts on a variety of SAGE services, including SAGE Online, SAGE Mobile, SAGE WebExpress Pro, SAGE WebStore and SAGE Company Store. Current SAGE subscribers may contact SAGE to apply the CPPA discount to their current subscriptions, effective as of the next renewal. CPPA members who add SAGE services can obtain the discount by noting CPPA

INDUSTRY NEWS new Social Media Field Guide published by the Printing Industries of America. This guide, written by Julie Shaffer and Mary Garnett, is a handy resource that helps printers to understand social media and gives a nottootechnical approach for customer engagement and strategy. Trade Printer 4over Expanding into Toronto, Other Cities According to a report by PrintCAN, trade printer 4over, a featured advertiser in Print Solutions, will be operational in Toronto by mid2011. 4over has e

INDUSTRY NEWS portfolio in advertising and promotional products, as well as extending its sales channel and global market presence. KBA Holds Invitation to Innovation Open House for SmallFormat Presses KBA North America, a global press manufacturer based in Dallas, held a successful open house see image below in conjunction with Printing Imaging Association PIA of MidAmerica, focusing on its smallformat press offerings. The eighthour event took place at KBAs new 6,000squarefoot customer cente

Your Best Source for Direct Mail and Promotional Printing PrintXcel delivers up to 16 color printing with UV driers in a variety of formats including integrated and affixed cards and labels, direct mail and promotional products, data card carriers and jumbo rolls. This type of printing is ideal for PrintXcels Toledo Ohio facility now offers environmentally responsible recyclable or ecocertified materials Contact any one of our national locations and let our experts assist you with your next d

INDUSTRY NEWS People Regency Office Products Adds to Leadership Team PSDA member Regency Office Products, an independently owned office supply company and print and promotional products distributor, recently announced the addition of Herb Newton as director of value optimization. Newton will lead the national sales team, concentrating on print and promotional products services. Newton previously served as a national account manager for American Solutions for Business, one of the industrys top p

INDUSTRY NEWS Products Formax Introduces Two New Products Relyco Launches Check Printing Software Solution PSDA member Relyco, a provider of valueadded business printing solutions, recently launched CHEKSERV, an automated check printing software solution that improves efficiency and security and lowers costs. CHEKSERV is built on serverbased architecture for Windows 7 that works with virtually any accounting and financial system to meet the demands of accounts payable and payroll check issuanc

CLASSIFIEDS BUSINESS FORMS DECALS SOFTWARE BADGES 70 PRINT SOLUTIONS MARCH 2011 PSDA.ORG

CLASSIFIEDS COMMERCIAL PRINTING RECEIPT BOOKS DIRECT MAIL MARKETING SERVICES INCENTIVE PROGRAMS PSDA.ORG MARCH 2011 PRINT SOLUTIONS 71

CLASSIFIEDS ENVELOPES PRESENTATION FOLDERS PLASTIC PRODUCTS 72 PRINT SOLUTIONS MARCH 2011 PSDA.ORG

CLASSIFIEDS PRESENTATION FOLDERS PLASTIC PRODUCTS POLYBAGS PSDA.ORG MARCH 2011 PRINT SOLUTIONS 73

CLASSIFIEDS TAGS LABELS SIGNS 74 PRINT SOLUTIONS MARCH 2011 PSDA.ORG

ADVERTISER INDEX Companies that advertise in Print Solutions provide vital financial support for the Print Services Distribution Association PSDA and deliver products and services of tremendous value to print industry professionals. When you seek additional information from these companies, make sure to mention that you saw their display ads in Print Solutions and thank them for their continuing support of PSDA. ADVERTISER 4over Apex Color BW Press Badgetec Carolina Cut Sheets Datatel Resource

FINAL THOUGHTS Avoiding Michael Scott Six Steps to Successful Recruitment BY LISA RITCHIE nyone who has watched NBCs The Office knows how annoying Steve Carells character, Michael Scott, is. Could you end up with a Michael Scott on your sales staff Think about it. If the character on the TV show walked into your office today for job interview, he would present himself quite well confident, charismatic, persuasive and experienced in sales despite the fact that he is a walking disaster with few

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