Printing News Digital Edition March 2020

MARCH 2020

THE CANNABIS

GOLD

26 Risk Management Roulette: Not in my Printing Industry 30 What Will You Do To Impact Your Mailing Business in 2020 56 Digital Textile Printing Unlocks the Supply Chain to Oer Speed Plus Sustainability

RUSH New business opportunities in packaging and apparel are here for the taking.

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EDITORIAL ─ Packaging Opportunity

TOMORROW

NEVER KNOWS From packaging to magazines, entering the world of cannabis one regulation at a time.

Richard Romano Managing Editor richard@whattheythink.com

Richard Romano has been writing about the graphic communications industry for 20 years.

He is an industry analyst, author and co-author of more than half a dozen books.

Read More…

Find article at PrintingNews. com/21115635

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s you may have guessed from this month’s cover, we are talking about cannabis, in all of its

various forms.

At present, it is very much the Wild West (in some sense, quite literally). To date, 11 states have legalized recreational cannabis, and 33 states have legalized medical cannabis. It’s a safe bet that more are on the way in both categories. There is the smokable form, and there are edibles. CBD (cannabidiol), which comes from the cannabis sativa plant but does not contain THC (tetrahydrocannabinol, the psychoactive ingredient in marijuana), is becoming big juju in the health and wellness world, turning up in everything from dietary supplements to athletic wear, as it has been shown by some studies to relieve pain, combat depression and have other salubrious effects.

All these various cannabis products need to be packaged in some way, and we are starting to see regulations regarding the various kinds of cannabis packaging, regulations that seem to change by the day. We devote a substantial portion of this month’s issue to this topic because the current and impending legalization of marijuana will impact the graphic

communications industry in a variety of ways, most prominently, in the aforementioned regulations on how the various cannabinoid materials can be packaged.

First off, Cary Sherburne offers a “Cannabis Tutorial”—what are THC, CBD, and industrial hemp and how do they differ from each other?

What is the Farm Act and why is it important?

Smithers provides some ample research that quantifies the current and potential cannabis packaging market.

Joanne Gore looks at two specific print industry markets—publishing and packaging—that can reap the benefits of a growing cannabis market.

David Zwang then looks at “the business of cannabis” and talks to specific companies that are already producing packaging for cannabis products.

Finally, Bob Sacks (BoSacks) looks at the topic from a publishing angle, and reminisces about his time at High Times magazine, one of the pioneers of cannabis publishing.

Packaging in general has been a high-growth area for the industry for quite some time, and the continued legalization of cannabis will provide substantial growth opportunities for those businesses that can stay on top of the regulatory environment. ●

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For more information, visit PrintingNews.com/10013323

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VP, GROUP PUBLISHER Kelley Holmes kelley@whattheythink.com 772-579-7360 PRODUCTION EDITOR & MANAGER Amy Hahn amy@whattheythink.com EDITOR Jessica Taylor jessica@whattheythink.com

CON MARCH 2020

MANAGING EDITOR Richard Romano richard@whattheythink.com SENIOR EDITOR Cary Sherburne cary@whattheythink.com

Cover Story

THE CANNABIS GOLD RUSH

BUSINESS DEVELOPMENT Paul Zimmerman paul@whattheythink.com 973-727-1376

New business opportunities in packaging and apparel are here for the taking.

By Cary Sherburne

PRESIDENT Eric Vessels eric@whattheythink.com 740-417-3333

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PRINTING NEWS

COO Adam Dewitz adam@whattheythink.com CONTRIBUTING WRITERS Pete Basiliere Joanne Gore Christine Erna Kevin Keane Dave Fellman Jennifer Matt John Giles Debbie McKeegan

Bo Sacks Heidi Tolliver-Walker Mark Vruno David Zwang

CREATIVE SERVICES Bobbi Burow, CreativityTank LLC bobbi.burow@gmail.com SUBSCRIPTION SERVICE For change of address or subscription information email: help@whattheythink.com Published by WTT Media, Inc. 2038 Ford Parkway #218, Saint Paul, MN 55116

ARTICLE REPRINTS Please contact your account executive PrintingNews.com PrintingNews.com—the web portal representing content from Printing News, Wide-Format & Signage—is devoted to delivering you timely news and multimedia content on a daily basis.

WhatTheyThink (ISSN 2642-3189) (USPS 500-850) Volume 43, Number 5 is published ten times per year in January/February, March, April, May, June/July, August, September, October, November, and December by WTT Media, Inc., at 2038 Ford Parkway #218, Saint Paul, MN 55116. Periodicals postage paid at Saint Paul, MN and additional mailing offices. POSTMASTER: Send address changes to WhatTheyThink, 2038 Ford Parkway #218, Saint Paul, MN 55116. Subscriptions: Individual subscriptions are available without charge in the U.S. to qualified subscribers. Publisher reserves the right to reject non-qualified subscriptions. Annual subscription prices in the U.S.A $95; Canada $125 USD; all other countries $150 USD. Printed in the USA. Copyright © 2020 WTT Media, Inc. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recordings or any information storage or retrieval system, without permission. WTT Media Inc. does not assume and hereby disclaims any liability to any person or company for any loss or damage caused by errors or omissions in the material herein, regardless of causation. The views and opinions in the articles herein are not those of the publishers, unless indicated. The publishers do not warrant, either expressly or by implication, the factual accuracy of the articles herein, or of any views or opinions offered by the authors of said articles.

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THE CANNABIS OUTLOOK IS HIGH

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Cannabis packaging market to triple in 3 years according to Smithers.

By Smithers Pira THE PRINT INDUSTRY GETS HIGH ON ROI

Cannabis companies get hooked on print thanks to a trend toward de-stigmatizing the product.

By Joanne Gore THE CANNA-BUSINESS

Diving into the business of cannabis and its packaging.

By David Zwang THE FIRST OF ITS KIND

Cannabis magazines and asssociations are on the rise.

By Bo Sacks RISK MANAGEMENT ROULETTE: NOT IN MY PRINTING INDUSTRY

How to keep your business cyber-safe.

By Kevin Keane

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NTENTS COLUMNS

30

40

28 40 46 54 56

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ROLL OUT THE RED CARPET

Optimize your customer service and sales just like the production floor.

By Jennifer Matt

WIDE-FORMAT & SIGNAGE

SMART SIGNS

Dynamic digital signage moves in unusual directions.

By Richard Romano

38 52 60

FINDING THE WAY(S)

Signage still has a place – even amid GPS technologies.

By Mark Vruno PRINTED ELECTRONICS

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THE POSTAL STRATEGY

What will you do in 2020 to impact your mailing business?

By Christine Erna EXECUTIVE Q&A

The genesis of Brand Print Americas.

By Richard Romano ISA SIGN EXPO 2020

A preview of this year’s show.

By Richard Romano PRINTING PULSE

The 2019 results are in!

By Richard Romano UNDERSTANDING PERSONAS

The psychology of marketing.

By Heidi Tolliver-Walker

Closer than (but not where) you think.

By Pete Basiliere DIGITAL PRINTING UNLOCKS THE SUSTAINABLE SUPPLY CHAIN

Now is the time to make textile printing sustainable.

By Debbie McKeegan

DEPARTMENTS

4 Editorial 34 Watch List: Video

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36 Printing News Product News 59 Wide-Format & Signage Product News

56

64 Classifieds/Supplier Directory

FOLLOW US twitter: @PrintingNews; @WideFormatSign; @whattheythink facebook: Printing News; wideformatsignage; @whattheythink linkedin: Printing News; linkedin.com/groups/1780044; whattheythink youtube: PrintingNews.com

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SPECIAL FEATURE ─ Cannabis Market

THE CANNABIS

GOLD RUSH New business opportunities in packaging and apparel are here for the taking.

By Cary Sherburne

C

annabis, once widely spurned by authorities as an illicit drug, is gaining legal status in a number of geographies around the globe.

Research firm Smithers reports that the value of the legal cannabis market globally will more than double from $21 billion in 2019 to $55 billion in 2024.

Cannabis products also have special packaging

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requirements, depending on the chemical content of cannabisbased products and the strain of cannabis sativa, or hemp, from which it is extracted. Smithers forecasts that as the market evolves, the value of packaging for legal cannabis products will rise from $493 million to exceed $1.63 billion in 2024. This is equivalent to a year-on-year growth rate of around 24%, well in excess of other more established consumer goods.

“Packaging for cannabis presents some unique challenges however, both due to the nature of the product itself, and the nascent industry that is only now establishing itself for legalized supply,” according to Smithers. “For packaging converters and suppliers that can adapt their products to this industry it presents strong potential for premium packaging formats, which will reward the development of value-adding packaging concepts.”

While this is a high-growth market opportunity for packaging converters, it is also still a Wild West environment, and there are many misunderstandings about what it is comprised of, what’s legal and what’s not, and what the actual benefits of cannabis-derived products are from a health and well-being perspective. This article provides an overview of the current state of the market, including definitions, and applications, as well as developments in packaging and even apparel.

Are Cannabis and Marijuana the Same Thing?

This is a common question, and a common point of confusion in the market. As a little bit of background, cannabis sativa, a member of the hemp family, is the name I knew marijuana by in the 60s (dating myself).

While 33 states in the U.S. have made marijuana legal for either

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medical or recreational purposes or both, it is still illegal at the federal level. However, a landmark federal event in 2018 is responsible for the surge in growth in the U.S. market, but also some of the confusion that still reigns.

The Hemp Farming Act of 2018 was proposed to remove hemp (defined as cannabis with less than 0.3% THC, or tetrahydrocannabinol – the psychoactive component of marijuana) from Schedule I controlled substances and making it an ordinary agricultural commodity. Its provisions were incorporated in the 2018 United States Farm Bill that became law on Dec. 20, 2018.

This has opened the market for another hemp extract, cannabidiol, more commonly known as CBD, which is legal in 46 states but still technically illegal at the federal level.

Within the hemp family, there are a number of varietals that have been developed, one of which is the industrial hemp version that has 0.3% or less THC and so is in compliance with the 2018 Farm Bill.

“Hemp and marijuana are actually the same plant, but there are a number of different varietals of that plant – think of a red rose and a white rose with the red rose being hemp and the white rose being marijuana.

The ‘red rose’ varietal that has less than 0.3% THC is known as industrial hemp, is legal following the passage of the Farm Bill in 2018, and is the plant from which we source our products,” said Christopher Lackner, VP of Public Affairs at Mile High Labs, a reliable source of cannabisbased components.

So both hemp and marijuana are in the same family, but CBD isolate, the purest form of CBD (a white powder), is derived from the hemp varietal that complies with the Farm Bill requirements.

“CBD is an under-investigated compound that has the potential to benefit many [health] conditions. While it does have side effects, it appears as if it could be a safer alternative to highly addictive

drugs such as opioids or benzodiazepines. And thanks to a recent surge in research, we’ll be learning a lot more about its capabilities and limits in the next five years,” said Dr. Jeffrey Chen, executive director of the UCLA Cannabis Research Initiative in a recent TED Talk.

Although the FDA regulates what can be said with respect to the health benefits of CBD products, many believe there are a wide range of benefits, from pain and stress relief, to treating cancer, tremors, arthritis and more. And there is a significant amount of research underway to validate the anecdotal benefits patients have received from CBD. It is not clear when the FDA will actually issue its CBD-related regulations, which would presumably remove most of the confusion from the marketplace.

So while industrial hemp and CBD are legal, sort of, there is a dearth of regulation; thus, the Wild West environment. In an informative – but perhaps

Cannabis presents strong potential for premium packaging formats, which will reward the development of value-adding packaging concepts.

— Research Firm Smithers

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SPECIAL FEATURE ─ Cannabis Market unduly alarmist – CNN segment, “Weed 5,” Dr. Sanjay Gupta explained the current situation. The bottom line is, until the FDA imposes regulations on this market, it will continue to be a Wild West and consumer beware market. As Gupta pointed out, there are many products on the market, both in physical stores and online, that claim to be CBD but either are not, or have other compounds in them that could be harmful.

Cannabis Packaging Implications A number of companies are focused on the specific packaging needs of cannabis-based products, while some packaging converters are also jumping on the cannabis packaging bandwagon.

Hippo Packaging was founded four years ago by industry veteran Kary Radestock. Radestock spent almost 20 years with R.R. Donnelley, where she became aware of the growing demand for specialty packaging.

“My die-cutHippo Packaging Produces a Variety ting supplier told of Packaging and me that makers Marketing Materials for Canna Bath of cannabis products were the only ones really spending money on packaging,” she said. “I didn’t think too much about it until I had five different people walk into the plant looking for packaging for cannabis vaping cartridges. Who walks into a packaging plant looking to order? That got my attention.”

figuring out how to package the THC bath bombs in child-resistant packaging, which is required by law for THC-based products. We want to protect kids, but we also want to be mindful of the environment, business models and to not be wasteful with packaging.”

The solution was to put the bath bombs inside a mylar bag to satisfy the child-resistant requirement.

CBD products, on the other hand, can use mainstream packaging.

“The only thing we need to be concerned about with CBD products,” Radestock said, “is that you can’t make false health claims around CBD.”

Specialty Packaging Materials for CBD It’s not only packaging designers and converters that are paying attention to this marketing opportunity, but so are paper manufacturers. Neenah Packaging, a provider of premium packaging papers and custom packaging solutions, has introduced a line of hemp fiber papers into its premium folding board portfolio.

“The market for CBD products is exploding, and we received a number of inquiries looking for papers that have hemp in them to support the CBD market and the CBDbased beauty products that are packaged,” said Brand Manager

Addressing Unique Cannabis Packaging Requirements One of Radestock’s clients, Northern Californiabased Canna Bath Co., was a good case study of the special packaging requirements for cannabis-based products. Canna Bath had a plan to produce both THC and CBD bath bombs.

“A challenge for us,” Radestock said, “was

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Michelle Turner. “These are typically small packages with a high market value that fit perfectly into our premium folding board line.”

CBD in the Apparel Industry We are starting to see a number of apparel items that are infused with CBD. One such company is Acabada, a manufacturer of CBD-infused activewear.

“Acabada utilizes a high tech and fully sustainable manufacturing partner in Portugal – one of the only manufacturers in the world who has experience with microencapsulation – to oversee the production process [of our CBD-infused activewear],” said Co-Founder and CEO Seth Baum.

Launched in 2019, Acabada ProActiveWear is the world’s first and only CBD-infused activewear brand, committed to creating innovative, luxury apparel for the proactive woman. Acabada infuses luxe fabrics with the highest quality, organic CBD, to ensure that women will look, feel and perform at their best. With the fast-growing popularity and increased public awareness of CBD, we recognized the natural connection between the reported positive effects that CBD has on pain and inflammation within the fitness and overall personal wellness categories. In addition to the lifechanging testimonials being told about the benefits of CBD, top athletes and global sporting organizations are increasingly embracing CBD and have made it a part of their training and recovery programs.”

Read More… see more regulatory clarity, at Find article at least in the U.S., and even more PrintingNews. opportunity for savvy entreprecom/21115089 neurs to capitalize on this burgeoning market opportunity.

As more companies explore the development of cannabis-based products, they will need packaging converter partners to help them get to market with compelling shelf appeal. And in apparel, the sky is the limit as more post-processing technologies are introduced to infuse CBD into activewear and other apparel items. ●

Cary Sherburne is a well-known author, journalist and marketing consultant whose practice is focused on marketing communications strategies for the printing and publishing industries.

Beyond Gold Rush Fever While there is still a significant amount of work to be done in the world of cannabis, such as proving health benefits of CBD, streamlining regulatory processes, and achieving some consistency in the legalization process around the world, the 2018 U.S. Farm Bill moved the market giant strides forward. As we move through 2020, we expect to

For more information, visit Printingnews.com/12333994

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LABELS & PACKAGING ─ Cannabis Packaging Market

THE CANNABIS

OUTLOOK IS HIGH Cannabis packaging market to triple in 3 years according to Smithers

T

he legal cannabis market is presenting an exciting growth opportunity for the packaging industry.

A new Smithers study dedicated to this budding segment shows that the value of the legal cannabis market globally will more than double from $21 billion in 2019 to reach $55 billion in 2024.

Exclusive market research from Smithers – The Future of Cannabis Packaging to 2024 – forecasts that as this market evolves the value of the packaging for legal cannabis products will rise from $493 million to exceed $1.63 billion in 2024. This is equivalent to a year-on-year growth rate of around 24%, well in excess of other more established consumer goods.

Packaging for cannabis presents some unique challenges however, both due to the nature of the product itself, and the nascent industry that is only now establishing itself for legalized supply. For packaging converters and suppliers that can adapt their products to this industry it presents strong potential for premium packaging formats, which will reward the development of value-adding packaging concepts.

accommodated in standard pharmaceutical packaging formats and distributed via clinics and pharmacies like other therapeutic drugs.

The biggest long-term potential comes from exploiting those markets where legal recreational use is also permitted. In the US, those 10 states that have legalized recreational use, now account for over 90% of cannabis packaging sales.

The widespread illicit use of marijuana already testifies to its future popularity. There will be new opportunities for cannabis brands, with branded packaging including safety and stay-fresh features to help convert this into a recognizable fast moving consumer goods (FMCG) segment. As this happens packaging companies and technology have a key

Medical and recreational The medicinal potential of cannabis and derived products – notably CBD oil – has led to its legalization in some form in many countries, including 46 out of 50 US states. These can largely be

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role to play to ensure consistency of product and build brand loyalty among users.

Legal status Although it has long been used illicitly, future geographic growth of cannabis as a segment for the packaging industry is fundamentally driven by when and where its trade is legal. While many countries and some US states have adopted liberal enforcement policies this does not equate to a market opportunity for regulated branded packaging.

The decision of state legislatures in the US to legalize cannabis use is making it the dominant world market for cannabis packaging both in 2019 and into the future – it represented 63% of the world market in 2019.

The Trudeau administration’s decision to legalize cannabis in Canada – the first G8 nation to do so – is creating another large consumer market moving forward. This combined with potential legalization of recreational use in Mexico will only help reinforce the dominance of the North American region; creating scope for synergies and dedicated business units based in the US. By 2024 North America will account for over 80% of the world cannabis packaging market by value.

Beyond North America, recreational use is limited to a few specific markets, notably the Netherlands (Europe), Paraguay (South America), Australia and to a lesser extent Israel. These can represent lucrative niche markets, but have little potential as high-volume market for packaging suppliers.

Material markets Traditionally plastic bags and films have been used to package cannabis in the underground market.

As it enters the legal regulated market, new requirements are being placed on cannabis products, including the use of child-resistant fixtures, and complex labeling requirements. This is favoring wider use of rigid plastic “pop top” containers typically made from injection molded and pigmented polypropylene copolymers. These are relatively cheap but require a lot of hand labor to fill, weigh and apply the labels required by law.

Paperboard packaging is proving popular with

US MARKET The lead role US states have taken in legalizing cannabis means that in 2019 the US accounted for two thirds of the world market – with a value of $388 million. This geological concentration will increase as Canada and potentially Mexico follow the US lead; this will see market value for North America more than triple on three years.

Different types of cannabis – flower products (resins or pre-rolled joints for smoking), concentrates (products created by refining cannabis flowers, such as hash, dry sieve, and hash oils), and edibles (cookies, brownies, candies, etc.) – use different types of packaging.

In North America, the most widely used packing are rigid plastics and paperboard formats. Both have a market share of around $75 million in 2019. Rigid plastics are especially popular for cannabis flower products, while paperboard is used in smaller volumes across concentrates and edible cannabis products. Flexible plastics are used for some cannabis flower products and are the preferred material for edibles, where there are clear parallels with existing food and snack goods. For the latter application, flexibles represent around 43% of the market in 2019.

As the market for legal cannabis evolves, how end-users consume it will change. This will be a major trend for the packaging industry in this segment. Just as modern consumers increasingly prefer vaping products for nicotine products, so these healthier more user-friendly devices will become more accepted for cannabis delivery.

By 2024 cannabis concentrates in vape cartridges will be the most common format for legal cannabis sales. Sales of flower products for smoking will decline, reducing the overall market share for rigid plastics. This will create an onus for more regulation of vape cartridges, especially following the popcorn lung health scare associated with cannabis vapes in H2 2019.

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LABELS & PACKAGING ─ Cannabis Packaging Market cannabis users, due to its environmental friendly persona, printability and recyclability. Its difficulty to making a child resistant primary package from paperboard however, limiting its use to overpackaging.

More modern flexible plastic formats are also taking a share of this segment, and there are some child-resistant fixtures that could be adapted to cannabis packs.

Metal and glass also have significant shares in the market this is mostly due to their barrier properties that allow preservation of cannabis over a longer period.

Industry structure Legal cannabis is a nascent industry, and one without established supply chains for packaging. In the US many states start off with a vertically integrated supply system, immediately after legalization. As the market matures supply chains where companies specialize in one stage in the supply chain will develop. For packaging suppliers it is important to identify and cooperate with companies at this phase, and or develop their own service lines that can fill this area.

A big expense and limit to expansion of the cannabis market in 2019 is the need to automate packaging. Currently, most packaging is done by hand, but many larger operations are buying machines for weighing, filling, and sealing. Contract packaging and equipment leasing are opportunities for small manufacturers to scale up operations, automate and enjoy lower costs with higher quality.

Brand identity Recreational cannabis is now seeing the emergence of its first brand name sellers – as a market where brand substitution is relatively easy, there is a clear onus to develop a clear identity. As with other FMCGs, packaging can play a central role in communicating brand values.

For medicinal brands, the main objective is to make the product look like a genuine pharmaceutical. For recreational use several brands have targeted immediate name recognition through association with famous cannabis smokers – this includes Marley Natural (Bob Marley) and Willie’s Reserve

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Read More…

(Willie Nelson). Others Find article at are investing in packagPrintingNews. com/21115112 ing formats and designs more commonly seen in the luxury segment – such as Canada’s Doja brand and California’s THC Design.

Seed-to-sale There is also an emergent demand for intelligent packaging solutions. In this segment this is generally understood as a ‘seed-to-sale’ concept enabling track-and-trace across the distribution chain to validate quality in supply, and prevent counterfeiting. Illegal sellers have already adapted to the new market conditions and have produced fake packaging to pass of their goods as those from legal cannabis brands that have started to gain name-recognition.

Security print company De La Rue is now supplying brand protection labels to the KushCo. In December another brand Akerna announced an $18 million investment in an anti-counterfeiting platform from Solo Science.

Both of these rely on unique device identifier (UDI) codes that can be validated and tracked at each stage of distribution, including by the customer on a smart phone. Interestingly at this final stage the same technology can be leveraged to open a marketing channel to the consumer. Offering simple oneclick product renewals, discount promotions, or recommending new cannabis products based on his or her previous purchasing history.

The future market for legal cannabis packaging is explored and quantified in detail in the new Smithers report – The Future of Cannabis Packaging to 2024. This report is available to purchase now.

The largest market for cannabis packaging lies in those US states that have approved recreational use. ●

Smithers Pira is the worldwide authority on the Packaging, Print and Paper supply chains offering testing and information services to a wide range of industries.

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INKJET UPGRADES THE QUESTION IS... SHEETFED OR CONTINUOUS FEED?

SHEETFED

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Š2020 Canon Solutions America, Inc.

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MARKETING & TECHNOLOGY ─ Cannabis-centric Media

THE PRINT INDUSTRY GETS

HIGH ON ROI The print industry partners with cannabis providers through publications and packaging.

By Joanne Gore

T

hanks to an upward trend toward de-stigmatizing cannabis, the print industry is starting to get high on ROI, while cannabis companies get hooked on print.

The National Cannabis Industry Association (NCIA), an advocacy group that represents the cannabis industry and advocates to affect wider legalization at both the state and federal levels, boasts more than 1,500 association members, 27 of which are classified as media and information firms.

According to the association, the benefit of more cannabis-centric media is that it opens an arena for storytelling and marketing that, up until very recently, happened only through word of mouth or social media.

As legalization grows, however, strict restrictions around social and traditional media are forcing brands to re-think how they market cannabis-related companies and products. With business ripe for the picking, confusion around these stringent advertising and promotion guidelines—as well as other stigmas associated with cannabis—has caused many printers to quickly shut the door on their chance to grab a share of this market.

Publishing Mainstream media has adapted to the various state, federal and provincial guidelines through age-gated cannabis websites, publications, magazines and newsletters. The rise of legal marijuana sweeping North America, along with growing demand for cannabis industry news and insights, has given magazine publishers a super-charged jolt.

According to the NCIA, growing mainstream acceptance of cannabis is attracting users from all different walks of life—the elderly, soccer moms, even Hollywood and athletic elites. Everyone wants in on the action. With new cannabis-focused media outlets popping up daily, smart businesses are becoming expert story-tellers—getting coverage and brand exposure through by-lined articles, interviews, news segments and event coverage—in both industry and mainstream publications. Cannabis buyers are hungry for premium channels and mediums for their content, and savvy printers are feeding them what they crave through printed magazines.

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Based in Denver, Publication Printers was working with clients as early as 2007 to print medical marijuana titles, all well in advance of Colorado’s vote to legalize it in 2014. Word-of-mouth drove new business owners into the doors—entrepreneurs of a new burgeoning industry—who knew nothing about print, but knew they needed it. The company, committed to sustainability, expanded their work into the cannabis industry and its growing vertical market share.

The cannabis media space is slowly starting to consolidate. High Times—a pioneer in the cannabis publishing market (see Bo Sacks’ respective on page 24)—has been making moves to acquire other successful cannabis media outlets like Green Rush Daily, Dope Magazine and Culture Magazine. As the industry becomes more sophisticated and saturated, Forbes expects to see investment dollars to start pouring into cannabis media.

Packaging Elsewhere in this issue, Smithers (see page 12) offered its detailed forecast of the cannabis packaging market, and other market researchers have been weighing in on the current and potential size of the market.

A report from ArcView Research and BDS Analytics, for example, showed consumer spending on cannabis-based food and drink reached an estimated $1 billion in 2017 in the U.S. and Canada—about 11.4% of the total $9.1 billion in consumer spending on consumable cannabis in those two markets. The edibles category could be worth more than $4.1 billion in Canada and the U.S. by 2022.

On Oct. 17, 2018, the Cannabis Act came into force, along with a strict framework for controlling the production, distribution, sale and possession of cannabis in Canada. Its objective is to protect public health and safety—more importantly, to protect the health of anyone under the legal age of 18.

Mark Gruchy, an associate with Gittens & Associates in St. John’s, wrote in Canadian Lawyer Magazine that the Act’s confusion and ambiguity, which prohibits packaging or labeling cannabis in a way that appeals to youth, stems less from what the legislation says and more from what it does not say. One of the biggest surprises expressed by the industry is the lack of education provided by the Canadian government following legalization. Some companies are using the ambiguity of the Act and the resulting confusion to their advantage. They’re pushing the envelope until the government pushes back.

In California, the state has had some form of medical cannabis laws since 1996 and passed a bill in June 2017 to create the Medicinal and Adult Use Cannabis Regulation and Safety Act (MAUCRSA). Under MAUCRSA, a single regulatory system governs the medical and adult use cannabis industry in California.

California state’s regulations require that cannabis and cannabis product packaging must be: ● child resistant ● tamper evident ● resealable (if the product has multiple uses) Packaging for edibles must not only be opaque, but manufacturers are forbidden from showing an image of what the edible looks like—just in case it looks like something that would be appealing to a child.

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The benefit of more cannabis-centric media is that it opens an arena for storytelling and marketing that, up until very recently, happened only through word of mouth or social media.

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MARKETING & TECHNOLOGY ─ Cannabis-centric Media In addition, the labeling on the cannabis package may not: ● be attractive to children ● make health claims ● use the word “organic,” in violation of federal and state laws ● use a California county name unless 100% of the cannabis was grown in that county It must also carry the California Cannabis Warning and, if the product contains one of the 900 chemicals currently on the Prop. 65 list, a Prop. 65 warning. Plus, every layer of the packaging must carry the universal symbol for cannabis: a triangle with the silhouette of a cannabis leaf and an exclamation point.

Up until Jan. 1, 2020, stores that sold cannabis products in non-child-resistant packaging had to put the package in a child-resistant bag (called “exit packaging”) before the consumer left the store. Now, an industry that grew out of weeds in the woods is drowning in plastic—going against the ecoconscious values it stands for. And it’s only just the beginning. Compared to the wine industry, for example, where regulations have been worked on for more than a hundred years, the cannabis industry is barely two years old.

Regulations between agencies in California allow manufacturers to package and label cannabis products like vape cartridges or edibles, while distributors can package and label cannabis flower without an additional license. Retailers are not permitted to do any labeling at all. The requirements for different license types can and will change with almost no grace period for compliance—requirements could change overnight.

(See David Zwang’s feature on page 20 for a look at two companies that are at the vanguard of cannabis packaging.)

Partnership Print and marketing solutions providers who want to capture their share of this fast-paced, game-changing market, must empower themselves with as much knowledge as possible. They would do well to take a cue from our transactional print colleagues, who make it their mission to stay current with legal, privacy and accessibility legislation. If you’re in the U.S., read and understand the state legislation of the geographies you serve. The NCIA has all the policies listed state by state on their website. If you’re Canadian, read and understand The Cannabis Act – Bill C-45.

Armed with the dos and don’ts of the legislation, shine a light on your value as a

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trusted partner by providing direction and guidance. Now more than ever, buyers tasked with promoting their brand could use a helping hand from their print and marketing partner. As print professionals and advisors, appreciate that clients have their own comfort level and offer solutions that give them peace of mind— while aligning to their objectives. Show them what’s possible—and help them avoid decisions that could hurt them in the long run.

By simplifying the process, you can spend more time developing new branding and campaign strategies together—and less time focused on bleeds and traps.

How-to guides like tips to ensure your artwork comes out the way it should, converting RGB into CMYK, how to properly prep files for print, etc. will go a long way toward helping your new cannabis customers become hooked on print—while your business gets high on ROI. ●

Read More…

Find article at PrintingNews. com/21115164

Joanne Gore is founder of Joanne Gore Communications. She has spent the last three decades helping companies maximize their marketing and communications efforts. Contact Joanne at joanne@ joannegorecommunications.com.

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For more information, visit Printingnews.com/12303499

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LABELS & PACKAGING ─ Cannabis Packaging Market

THE CANNA-BUSINESS Diving into the business of cannabis and its packaging

By David Zwang

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annabis has been around for centuries, but only recently has come out of the shadows and into the mainstream. Like any industry in its infancy, we are starting to experience exceptional creativity and business acumen and it is only the beginning.

Sure, we have read about cannabis tinctures, creams, oils, gummies, brownies, cookies and, of course, flowers, but what about cotton candy, drinks, ice cream, coffee, pizza, jerky, peanut butter, chip snacks and cereal? This is just a small sampling of products, and all of them require packaging.

“In the last 31 years that I’ve been in packaging, what business category, other

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than the internet, has started from the ground up in my lifetime?” said Steve Huppert, VP and COO of Warneke Paper Box in Denver, Colo.“This is a generational thing that didn’t exist, and all of a sudden it exists. We have an opportunity to be a part of the commoditization of it and make money off of it. I think I would’ve been foolish just to walk away from it.”

The Business of Cannabis—Lots of Products, Lots of Confusion, Lots of Opportunities Dillon Gross is the owner of Pure CBD Exchange and Aspen Valley Hemp Company, located in Colorado. His products are in more than 2,000 stores across the country and growing. As a result, he buys a lot of packaging. He started in business right out of college when Colorado first legalized recreational cannabis. He went to work for a company that had a few dispensaries that was ready to expand into the recreational market. That company, Native Roots, is now a chain of more than 20 stores in Colorado. About three and half years ago, he started his own business and decided to focus on CBD products, since it was the fastest growing product line in the cannabis industry.

Initially, he sold just tinctures and creams, and later added edibles like gummies and gel capsules. Within the last 18 months, there has been a developing market interest in smokable

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hemp. So he developed product lines to sell it both as flowers as well as prerolled CBD cigarettes. All of those products are really taking off—and all of them require packaging.

The CBD market across most of the country is growing, but regulations vary by state. Unlike cannabis with THC content of more than 0.3%, federal laws have cleared interstate shipment of CBD products, which has undoubtedly added fuel to that growth.

Other than rolling the cigarettes, which he outsources to a company that has been rolling cigarettes for decades, he handles the manufacturing and fulfillment of his product lines in-house.

Although he does foresee a day when he may need to outsource some of it as the company volumes continue to grow.

For Gross, it is now time to move to the next growth challenge: selling recreational cannabis with THC, colloquially known as marijuana, pot, weed, etc. Currently, there are about 17 states that have decriminalized possession and use. Missouri is in that transitional process now, and Gross is looking at applying for one of the licenses to produce and distribute.

Moving from CBD to recreational cannabis production and distribution will bring with it a lot of increased legal and business overhead. First of all, the U.S. government has yet to make it legal like CBD, so any state regulations are technically outside the U.S. laws. Some of the challenges that brings are around banking and finance, which are generally government-regulated. Early adopters have had to work around much of this by maintaining a cash business, although that has been changing as of late. Private investors, banks and credit unions have

stepped in, and while there is a premium, things like deposits, checking, credit card processing and investment for growth are becoming easier.

In the meantime, state regulations vary as they do with CBD, but for marijuana flowers or the THC infused topicals, tinctures, edibles, etc., they are much stricter. For a service provider like Warneke, CBD is a bit easier, but the opportunities offered in the legal THC product space are growing, so he is cautiously moving into that space as well.

While, as Huppert mentioned, this is a huge business opportunity, Gross’ company and Warneke Paper Box are just two of many companies around the globe that are seeing the future and jumping in early. The most recent estimates are that the global cannabis market will grow over 800% to about $66.3 billion by 2025. As a result, we are starting to see big players beginning to jump in.

Altria, one of the largest tobacco companies, has already placed a significant bet

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LABELS & PACKAGING ─ Cannabis Packaging Market

on this market. Diageo, Molson Coors and Constellation, three of the largest alcohol distributors in the world, have also started to make their moves into the space.

For a print services provider, the opportunities in the cannabis vertical market are huge. According to Huppert, Warneke saw the opportunity for increased business around this new market early on, about seven years ago,

in it, didn’t know exactly what they were doing, and over time some of them fell out,” Huppert said.

Warneke produces paper boxes for both CBD products as well as some recreational THC-based products.

Typically, in a cannabis and/or CBD product, there’s a lot going on the package in the form of graphics and enhancements to those graphics.

— Steve Huppert, VP and COO of Warneke Paper Box

in addition to the growth of a shorterrun folding carton business, and as a result, became the first company in North America to install a Heidelberg Primefire 106.

The Packaging of Cannabis— Lots of Products, Lots of Rules and, Yes, Lots of Opportunities As a paper box manufacturer, Warneke decided that this was a market poised to explode, and it has.

“Cannabis is still a growth sector for us for sure, and as it has been maturing like anything new, lots of companies got

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“When the customers come in, they generally know what they want and they try to stay in line with their current product family,” Huppert said. “Typically, in a cannabis and/or CBD product, there’s a lot going on the package in the form of graphics and enhancements to those graphics. You often see full-color process plus two PMS colors, foil stamping, soft touch and a ton of backside printing. They are always trying to find interesting things to do with packaging.

So that’s exciting. It’s fun.”

However, the explosive growth of the legal cannabis industry has created a marketplace that can be overwhelming to the average consumer, and that may require a “rethink” of the current designs.

“It often feels like there is a new brand or product being launched every day that addresses a niche demand, making the space feel convoluted and hard to navigate. Modern-day cannabis brands are working overtime to change that,” said

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Read More…

Rosie Mattio, of Mattio Communications located in New York City.

As the largest PR firm in the regulated cannabis space representing more than 40 high-profile clients, she has worked with brands on how to engage the public and “outlast regulatory scrutiny through smart packaging decisions.”

Early on, cannabis packaging was constantly changing because the infrastructure and regulations were a moving target, and every four to six months the laws would change—requiring the packaging to change accordingly. While the companies wanted to order long runs, they had to play it safe with short runs due to the uncertainty. That still is somewhat the case today, since the regulations are state-based and evolving, although it is starting to get better for both CBD and cannabis packaging design as more states are building more commonality to their regulations.

However, it looks like shorter runs will continue to be the norm for some products. As is the case with many consumer products, they are finding that targeted marketing can bring added value and margins, so shorter runs with a tremendous amount of versioning is becoming more prevalent, although some of these products have had “explosive growth to where of this stuff is blown up and you are running 100,000 cartons,” Huppert said.

Overall, most of the cannabis folding cartons Warneke produces are for secondary packaging, since many of the products are in containers. There aren’t a lot of rules specifying that the carton has to be child-proof since the primary packaging addresses that, especially for THCbased cannabis products and even some CBD products. Increasingly, there are

some states that require QR codes for test results and to prove chain of custody, as they do with drugs and even some foods.

There are even regulations around printing or manufacturing a mandated symbol onto the actual products to make sure that there’s no way someone could eat it if they did not know that there was THC in it.

Warneke does not have a child-resistant carton at this point, and they haven’t gone down that path for several reasons.

At a minimum, you need a laminate on the outside so it can’t tear. You may also have to have a two-hand operation to be able to open it. Huppert knows people that have spent a lot of money trying to develop and patent these kinds of cartons, and it’s not clear that they will comply with future regulations. So that is why you rarely see any cannabis flower product using a folding carton as primary packaging.

“One of the other problems for cannabis packaging is that this is a market that appeals to consumers who are often a lot more environmentally-conscious,” Gross said. “Currently, because of the heavily regulated packaging requirements, the industry is using massive amounts of plastic.”

It will require continual developments in packaging materials to overcome this issue. Sustainable packaging solutions are becoming a focus of many consumer product companies, so this is an area that will continue to evolve toward resolution. ●

Find article at PrintingNews. com/21115430

David Zwang specializes in process analysis, and strategic development of firms involved in publishing and packaging across the globe. Contact him at david@zwang.com

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SPECIAL FEATURE ─ Cannabis Market

THE FIRST OF

ITS KIND How High Times changed the magazine landscape.

By Bo Sacks

Andy Warhol who helped design several covers poses with Truman Capote.

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here are at least 40 cannabis magazines in the market today and many more on the horizon now that cannabis is legal or partly legal in 40 states with laws allowing for medical or recreational use.

Like any serious industry, there is an association; in this case it is The National Cannabis Industry Association (NCIA), which represents the cannabis industry and advocates to bring about the wider legalization at both the state and federal levels. This proves to me that, if nothing else, there is just too much money at stake for states bringing in increased

tax revenue for it not to be legal. For local communities we have the on-going development of cannabis commerce, which is creating jobs and new infrastructures of supply and demand.

Forty publications are a great, still developing niche for both printers and publishers, but did you ever wonder where it all started?

When we started High Times Magazine in 1974, we thought pot would be legal by 1980. We got a lot right in those days, but not that prediction. Now 46 years later, the hope is that cannabis will be completely legal in the next few years.

In the beginning, the publishing world was dark and void. In the late 1960s and the early 1970s, there was a new culture emerging across the country hiding in plain sight. But newspapers and magazines, with rare exceptions, seemed unaware and/or blinded by the ongoing ethos of the day.

It was High Times Magazine that contributed to changing the media’s perception and reported what was actually happening. Before High Times the only time anybody reported on marijuana was when someone was arrested, and there was a big bust with pictures of a bale of pot and someone in handcuffs. The only stories of any kind were about the criminality of marijuana,

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except perhaps once in a while Life magazine would run something heartwarming such as “Look at these long-haired hippies smoking marijuana!” At the time, the media coverage was all negative. But we founders of High Times came from the cannabis culture and saw the world differently from straight media. We showed that there was another side to the story. We felt it was important to write about and share that there were many other people just like us. It turns out it was also lucrative.

It’s important to note that we took positions that the country is still confronting. We weren’t the first to think this way, but our politics were extremely liberal and to us obvious

– equal rights, legal drugs, no wars, no police brutality, no crooked cops, equality for women and a really, really good time.

On the cover of our first issue was a woman eating a mushroom. High Times wasn’t a marijuana magazine, it was the magazine of “High Society,” and that is exactly what the magazine’s tagline said. It was a magazine dedicated to getting high. High Times was very purposely modeled after Playboy, with interviews such as Hunter Thompson, Tim Leary, Mick Jagger, Bob Marley, Stephen King and many others. And,

Other High Times cover stars were the quintessential Cheech and Chong.

Continued on page 63

For more information, visit Printingnews.com/12303499

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SOFTWARE & WORKFLOW ─ Cyber Security

RISK MANAGEMENT ROULETTE:

NOT IN MY

PRINTING INDUSTRY How to keep your business cyber-safe

By Kevin Keane

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Read More…

Find article at PrintingNews. com/21115113

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he adroit and engaged management of cyber risk and data privacy risk is not sexy. It is loads more fun to think about way cool techniques for digital die-cutting and embellishment in the finishing department of the printing business. Or a fully integrated CRM and client file management system to deepen visibility into client needs and wants in the sales and prepress departments. Or, anything else that is NOT about cybersecurity. Puhleeze!

But let’s think about a third party medical billing firm in the recent incident at Mercy Health Lorain, in which a patient data breach occurred when a revenue cycle vendor mailed bills with social security numbers clearly visible in the address windows. In this case the third party vendor, and a “business associate” under the HIPAA rule, mailed just under 6000 envelopes to patients over a two-month period in late 2019.

Did the third party provider have cyber insurance coverage that might help offset the cost of providing identity and reputation management protection to the 5900 plus Mercy Health Lorain patients? If not, had the provider firm proactively budgeted for the potential impact of the cost of providing that protection, and the cost of printing the data breach notice letters? Did the provider have to engage a forensics team, or an incident response and recovery team, or a data breach specialist law firm? Perhaps most importantly, did the hospital fire the provider?

Ignoring cyber risk and good cyber hygiene practices in the management of data privacy is, if not blindly arrogant, at least woefully uniformed. And continued lack of awareness of your own cyber risk posture is a dangerous form of roulette – it can damage revenues, and it can even kill your business.

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If one had a fetish for combing through data breach notification letters (we are looking at you author of this article) one sees a remarkable pattern – the CPA, the lawyer, the dentist or maybe the time-pressed and over stressed printing company executive, having to write a letter to clients with the most ridiculous statements “Unfortunately, on Dec. 24, thieves broke into my office/car/home/garage/warehouse and stole two laptops and a pile of files. The laptops were password protected, so hopefully your data is unaffected.”

If you honestly don’t know if your printing business encrypts all data – meaning all data involving your customers, (and the customers of your customers) your vendors and suppliers and your employees (both current and former) you have some research and learning and relatively minor expenditures to undertake.

Most likely you permit or even encourage your employees to use their own personal devices in the performance of their duties. If your crackerjack sales reps have customer data on their smart phone or tablets, you need to learn about encrypting their devices and also learn about MDM – mobile device management. Whose data is it? How can you containerize the personal data from the company and client data?

Do you remember FTP, the now infamous “file transfer protocol” invented more than a few decades ago? It was meant to be used for just a few years because frankly: It’s just not very secure. And obviously your printing company abandoned use of FTP in favor of FTPS or perhaps some cloud file sharing solution, right? Funny thing is, you can still find printing companies advertising their FTP service on their websites. In fact, as reported in a review of current usage of FTP in July 2019 : “Help Net Security also reports that, according to survey responses, 40% of organizations claim file sharing services like FTP sites have caused an employee-driven data breach.”

Even in physical, locked cabinets private data is not secure. For lots of reasons, printing companies tend to have more files on hand, and not all have been digitized. Whatever your process for handling employee records, do take note that a breach of records of former employees is just as costly and perhaps more so than current employees, as

it tends to be the type of story attractive to local media reporters.

If you don’t need to keep files on former employees then shred the files securely or have the hard drive where such sensitive personal information and data is stored secured destroyed. There is a reason a business like Shred-it has rebranded from being a paper shredding business into an information security business.

Most businesses are small businesses, and small businesses including smaller printing businesses (less than 50 employees) tend to hope they aren’t a target for cyber thieves. That hope is not strategic, and is in fact, flat out wrong. Consider this data via Forbes in February 2020:

43% of cyber attacks were focused on small businesses.

“Cybersecurity. Small businesses have begun bearing a greater burden of cyberattacks, yet very few are prepared for them. Consider that 43% of cyber attacks were focused on small businesses; however, according to a recent report from Accenture, {just} 14% of small businesses are prepared to defend themselves. With attacks costing an average of $200,000, small businesses need affordable, easy-to-deploy solutions that are relevant to the threats they’re facing, not out-of-box software designed for a personal computer user or a Fortune 500 company.”

Around the globe, the business imperatives of information security and privacy (data protection and privacy) have merged into the same construct.

In the next installment in this series, we will begin with the obvious but often ignored matter of physical security. ●

Kevin Keane is an attorney with expertise in cyber law and privacy, franchising, and licensing. You can reach him at kkeane@berylliuminfosec.com.

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SOFTWARE & WORKFLOW ─ The Carpeted Area of Your Print Business

ROLL OUT THE

RED CARPET Optimize your customer service and sales just like the production floor.

By Jennifer Matt

F

or as long as I’ve been in the print industry, there has been an almost religious focus on print manufacturing or production. This focus has been at the expense of focusing on anything but the production floor. So much attention on the machines (printing and finishing) on the production floor, the people on the production floor, the processes on the production floor. The amount of investment on the production floor is enormous. The attention to shaving minutes off workflows and tracking down to the pennies on costs incurred on the production floor is neverending.

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The one thing all production floors have in common is that they are not carpeted.

For this article I want to focus on the areas of your print business where there is carpet, and maybe extend that analogy to your customers who are mostly sitting in office buildings with carpet.

What parts of print businesses typically get carpeting? ● Customer Service ● Estimating ● Accounting ● Sales Has any printer ever done a time/motion study on the people working in these areas?

Do you have defined and documented workflows in these areas? Are employees logging

their time in these areas (e.g. like shop floor data collection)? My guess is “no” to all these questions. Why don’t we apply the same focus to these areas of our business?

Isn’t it true that the people working in these areas generally cost more than those people working on the production floor?

We think of the production floor as a factory that can be optimized, but we don’t apply that “it can be optimized” philosophy to the other areas of our print business. So many printers are operating an efficient production floor and all that efficiency/cost savings is getting eaten up by an always growing army of customer

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service agents and an estimating group that seems to get slower the more resources they throw at it.

You measure your production floor by efficiency (ontime delivery) and by profitability (costs). The first thing you should focus on for the carpeted areas of your business is, what is it are you measuring? At a very high level, this is what I would measure about each of these functional areas.

● Average time it takes to place a reorder (could be zero if you let your customers do it!) ● Average response time to

customers ● Average time to get artwork approval.

Continued on page 62

We have spent decades focusing and optimizing the production floor (where there is no carpet). It is time to focus our energies on the carpeted areas of the business which impact customer’s perceptions of our business.

Customer Service ● Percentage of jobs entered by customer via self-service e-commerce tools (make them accountable to “selling” self-service ordering) ● Average time spent getting new jobs from initial inquiry to production

For more information, visit Printingnews.com/10004777

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FINISHING & MAILING ─ Impact Your Bottom Line

THE POSTAL

STRATEGY What will you do in 2020 to impact your mailing business?

By Christine Erna

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f you have not had the opportunity to determine and document your postal strategy for 2020, now is the time. We should all have a plan to build on from previous years which should provide a good “base strategy.” This foundation must now be modified to incorporate changes in the industry, postal regulations and promotions and most importantly, changes to your business plans going forward.

There are many different things you can do to impact your bottom line.

Perhaps you are targeting a new offering that will become a new revenue stream. You could target improved operational efficiencies or pricing strategies that will produce better margins. It all counts, whether part of your overarching postal strategy or one-off projects that will impact your goals with minimal investment.

The recent postage rate increase can be effectively offset using several different “levers.” Improved operational efficiencies/processes, strategies and techniques that will increase response rates and drive business and participation in USPS promotional programs that reward mailers are just a few of the “levers” everyone should

consider. I have recently written about how costly postage is for any managed service providers (MSP’s) and their customers. Postage is a huge cost factor for anyone who mails. It accounts for 60-80% of the total cost of the mailed piece. Here are some best practice levers we must all utilize as fully as possible to make a difference for our businesses in 2020.

Address Quality The consequences of poor data quality are severe. They impact an organization at an enterprise level and manifest themselves in many forms: Financial losses, low response rates, under-performing ROI metrics and decreased customer satisfaction.

The ability to deliver critical communications to “the right person in the right location at the right time” is paramount. All companies strive to achieve overall success in doing this.

High levels of address quality delivers positive results. It can be the difference between successfully reaching the target audience and wasting time and money on communications that do not reach the intended audience.

When it comes to address quality, focusing on the three C’s (correct, clean and complete) is a goal we all share. This may seem difficult or complex, but there are plenty of tools available in the industry that allow

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companies to achieve this goal rather easily.

There is cost involved but we must remember that a single error in an address – a wrong/missing apartment number or an incorrect zip code – can lead to marketing messages, bills, statements, critical privacy or compliance materials being delayed, misdelivered or returned. This highlights the importance of building quality into every component of address data and why it should be emphasized. Address management should begin with how businesses collect information from their clients, making sure that any and all chance for errors or incorrect entry/capture are recognized and mitigated.

The quality of your organization’s address data affects your ability to efficiently communicate with prospects and customers, coordinate orders with fulfillment operations and control postage, expedited carrier, material and labor costs. Improving address quality through point-of-entry validation, regular database cleansing and removal of duplicate entries allows your organization to control these costs, improve efficiency, deliver great customer experience, retain loyal customers and ultimately increase revenues.

Direct Mail Marketing Success - ROI The success and continued resurgence that marketers are experiencing with direct mail marketing is directly correlated to the increased response rates and ROI figures their campaigns achieve.

Their formula for success includes thinking beyond tradition. Today they must also integrate technology and lean heavily on as close to real time data analytics as possible. This makes their direct mail pieces more experiential and allows them to utilize relevant messaging options related to the piece’s variable content. Each of these components has

a role in contributing to the increased success metrics of the direct mail marketing pieces and campaigns that utilize them.

Today’s successful direct mail marketing does not rely on traditional technology alone. It focuses on the data enhancements, profiling and appending information/data that truly connects with the individuals receiving the pieces. We must perform extra address cleansing processes to ensure mail pieces are delivered and can be responded to so all these tools can deliver results. If we do not, the wasted costs spiral as the number of tools employed on the piece increase. If any portion of your list does not reach the intended audience, it can mean the difference between success and failure. Organizations must know these types of metrics to properly calculate “true ROI” that reflects the number of pieces that were not delivered as a result of less than optimal address management. This is a choice and the direct result of an organization’s decision to not spend the money to deliver the best address each time for their mail pieces.

Further enhancements to direct mail can and should include participation in the United States Postal Service’s (USPS) 2020 mailing promotions outlined here. Not only can you save money, but these also add value to your campaigns through Read More… increased interaction and Find article at PrintingNews. integration with your cuscom/21115167 tomers and prospects.

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FINISHING & MAILING ─ Impact Your Bottom Line 2020 Mailing Promotions Building upon the success of prior promotions, the Postal Service has developed the 2020 Promotions Calendar for marketers, printers and mailers. Their general purpose is to encourage marketers, printers and mailers to utilize new technology and print techniques that enhance the traditional benefits of a physical mail piece. The promotion periods range between three to six months in duration, starting as early as Feb. 1, 2020.

Managing Returned/Undeliverable as Addressed Mail Return mail remains a significant and costly challenge for organizations as they communicate with their customers/prospects. The issue is particularly concentrated among high volume First-Class mailers in five business sectors: finance, insurance, healthcare, utilities and government.

High volume communications sent via USPS® First-Class Mail® include: billing and other transactional statements, explanation of benefits (EOBs) and legal and regulatory notifications. While return mail is a common problem, each organization has its own unique issues that contribute to this waste of resources and lost business opportunity.

The challenge for the mailing industry is that approximately 1.9% of all First-Class Mail does not get delivered. While that number does not seem significant on the surface, it amounts to approximately 1.1 billion pieces of mail annually that is returned to the company where it originated as “Return to Sender/Undeliverable As Addressed Mail.” According to industry estimates, each piece of return mail costs a company an average of $3 per piece in operational costs alone, including postage, printing, handling, research, re-mailing and related processes. With 1.1 billion pieces of return mail overall, that’s a whopping $3.1 billion in operational costs the industry absorbs each year.

The true “total” cost of all this return mail is even more staggering. Below the surface, the total financial impact of return mail can exceed $50 per mail piece.

That means that an estimated $65 billion is absorbed, lost or otherwise unrealized by businesses each year due to return mail. Included in this total is the

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lost value of the returned communications, delayed and missed payments, excess call center activity and overall customer service costs. Additionally, excessive return mail can have a disastrous impact on cash flow, labor costs and customer retention.

The good news is that we have found that a centralized and automated approach to return mail management can reduce a company’s operational costs by up to 70%. When remedied, the other components of the total cost of return mail (missed payments, etc.) are 100% returned to the company’s bottom line, which can be very lucrative when the problem is controlled properly. Remember that there will never be zero returned mail. The best any organization can do is control it properly and continually be vigilant to protect the revenue they can control through effective address management.

The Ideal Approach – The “Holy Grail” A truly effective solution for minimizing the operating costs and risk of fines associated with First-Class return mail is to create a centralized and automated managed service. This approach integrates multiple technologies to convert physical mail into usable data, update addresses and perform a variety of processing and post processing functions to ultimately update addresses. The ideal approach goes beyond products to processes that analyze the root causes of the return mail problem and work to eliminate it.

The goal is to establish a timely, efficient and consistent process that can be managed with the centralized documentation/reporting needed to successfully pass a USPS compliance audit. To be effective, a managed return mail service should: automate integrated technologies, incorporate postal hygiene/addressing tools and third-party data, provide real-time reporting and auditing, and significantly reduce the volume and cost of return mail.

Document Capture and Conversion Most companies lack the security, processes and workflows required to efficiently process and track physical mail internally. The first step in the return mail process is to capture physical mail pieces and convert them to electronic format. This can be done

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with scanning or bar code capture (onsite or offsite) on-going issues. It also is necessary to set up the using company personnel or an outside service. secure destruction of physical return mail either Once document capture is completed, the original onsite or offsite. It is critical for mailers to historimail pieces can either be shredded cally track how many pieces or staged for repurposing or secondof undeliverable mail origiary processing, such as re-mail, repronated from a single record.

The good news is cessing and/or address validation with Companies suppress bad that we have found that customer follow-up if required. Data addresses but often find should be promptly reported to a host that the process was estaba centralized and platform for updating and storage. lished based upon old logic automated approach to and often was not initiated return mail management Address Management, by a postal expert. Too often, Standardization and Search companies suppress cuscan reduce a company’s After an organization has estabtomers that have an updated operational costs by up lished centralized document capture address. Rebound proto 70%. and converted physical return mail cessing can also be used to to digital files, their address dataimmediately access any rebase needs to be updated and valmailed document, which is idated using the tools (USPS certified directly returned again as undeliverable. This can quickly from the USPS or an industry specific third-party) provide automated suppression and customer data mentioned above. The ideal approach utilizes that can be used to feed call centers or trigger alterthese tools with an integrated data platform that native methods of communication. combines intelligent program logic with multiReporting, Auditing and Metrics ple data compilers and hundreds or thousands of Finally, an effective process needs to include active postal certified and third-party databases. core reporting, metrics and audit protocols that Integrating these with mail and undeliverable mail return usable and reliable key data to update the data and secondary repurposing of customer comhost platform and provide management statistics. munications can provide valuable output data and Tracking, analysis and documentation should be solutions. established to validate the quality and metrics gathThe goal is to conduct a truly comprehensive ered from the process. Also, all images should be search of consumer and business records, includindexed, archived and stored/retained to meet user ing everything from landline and cell phone data requirements. to voter registrations and magazine and newspaThese are four opportunities (of many) that can per subscriptions. These advanced search activities all have a beneficial impact on/for your company. Be can significantly improve the likelihood of finding it postage savings or cost avoidance, the benefits the last known or updated address, far beyond are money to your company. Putting an action plan using only the commodity address quality and move together sooner rather than later will enable you to update solutions. enjoy the many benefits. ●

Secondary Processing and Document Repurposing

The next stage in the process involves setting up back-end business processes and data driven events. These make it easier to re-mail or re-issue mail to updated addresses and allow subsequent automated reprocessing of any addresses with

Christine Erna is President of Strategic Postal Advisors. She consults to improve address quality while reducing return mail expenses. She can be reached at: cje@strategicpostaladvisors.com.

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WATCH LIST ─ Videos Trending On Printingnews.com

Rollem Insignia5 @ Dscoop 2019 Rollem’s Insignia5 die cutter at Dscoop 2019 in Orlando, FL producing business cards in two different shapes with live die changeover Find video here: www.printingnews.com/21114013

Heidelberg Gears Up for drupa Sonja Mechling, Chief Marketing Officer for Heidelberg, talks to Cary Sherburne about Heidelberg’s plans for drupa 2020, Find video here: www.printingnews.com/21110127

The Importance of Customer Obsession EFI’s Chief Revenue Officer Frank Mallozzi shares his thoughts about leveling up from thinking about the customer experience beyond satisfaction.

Find video here: www.printingnews.com/21112023

Frank Flexes While at PRINTING United, Frank stopped by the Kodak booth and was impressed by Kodak and Uteco’s development of an inkjet technology.

Find video here: www.printingnews.com/21112182

Mission Possible? The Guide to Attracting Young People into the World of Print It will take more than an attractive job title and competitive salary to secure the next generation.

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EFI’s Adele Genoni Identifies Today’s Textile Trends The most important trends in textiles as the industry continues its analog to digital transformation.

Find video here: www.printingnews.com/21113996

For FASTSIGNS of Maumee & Toledo, OH, Business Is a Family Affair Karrie Brock talks about her business, which was converted to a FASTSIGNS franchise 10 years ago.

Find video here: www.printingnews.com/21114143

It’s Not You, It’s Me. Stop Getting Dumped by the Millennial Workforce Nobody likes getting broken up with and we in the printing industry are no different.

Find video here: www.printingnews.com/21115275

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David Gross Explains Easy and Affordable It Is to Enter the Product Decoration Market David of Conde Systems explains how his passion for heat transfer dye sublimation has grown.

Find video here: www.printingnews.com/21110858

Get It Now Print Streamlines Its Workflow From 20 jobs per day to 100, Get It Now Print has increased production and their customer base with the help of EFI’s Fiery Workflow solution.

Find video here: www.printingnews.com/21111570

Industry Veteran Doug Edwards Joins EFI Cary Sherburne talks to EFI’s Chief Technology Officer, who has been on the job for two weeks and last week attended his first EFI Connect.

Find video here: www.printingnews.com/21113464

EFI’s Ken Hanulec Looks Ahead to drupa 2020 Ken looks ahead to what drupa 2020 will have in store: automation, inkjet, and the digitization of packaging, as well as the elements of “Industry 4.0” Find video here: www.printingnews.com/21113993

ColorZone’s Joshua Feller Is a Technology Early Adopter Cary Sherburne talks to Joshua Feller, owner of ColorZone. Feller bought ColorZone 15 years ago.

Find video here: www.printingnews.com/21110124

Welcome to ISA International Sign Expo The tradeshow for everything sign, graphics, and visual communications. See you in Orlando, April 1-4, 2020.

Register today at SignExpo.org Find video here: www.printingnews.com/21114014

The Added Value of Web-to-Print Greg Salzman, President of Aleyant Systems, talks to David Zwang about the value that a web-to-print/online ordering portal beings to a print business.

Find video here: www.printingnews.com/21115663

Warren Werbitt Says, “You Need to Get to drupa!”

Warren encourages everyone in the industry to attend the upcoming drupa 2020 Find video here: www.printingnews.com/21115665

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...

PRODUCT NEWS ─ News Trending On Printingnews.com

Komori Corporation to Acquire Equity Stake in MBO Group Komori Corporation to Acquire Equity Stake in Germanybased MBO Group, With Aim to Make it a Subsidiary Komori Corporation announces it has signed a basic agreement with the MBO Group, a global company based in Germany that specializes in the manufacture and sale of postpress equipment, regarding the acquisition of a 100% equity stake in the latter with the aim of making it a Komori subsidiary.

Komori has been focused on developing the Print Engineering Service Provider (PESP) business since 2009. To embody the PESP business approach, Komori launched the marketing of paper cutters, die cutters, blanking machines, pile turning machines and other post-press equipment that supports package printing.

Germany-based MBO Group was founded in 1965 to manufacture paper folding machines, a type of machinery that performs an important post-press process.

The MBO Group has operated in this field for more than a half century, successfully commanding a considerable market share in Europe, the United States and elsewhere.

Products manufactured by the MBO Group are known for highly precise performance and superior productivity. The Group is distinguished by its technological capabilities in multiple fields, including paper folding for general commercial printing and inline processing, employing a combination of paper folding machines and digital printing systems. www.printingnews.com/21114973

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ACG Inspection Introduces Groundbreaking Blockchain-based Brand Platform Three-pronged solutions set combines Blockchain, geo-location identification and biometrics tracking through IIOT powered by AI for unsurpassed traceability and transparency.

ACG Inspection has introduced an advanced blockchain-based solution that meets and exceeds traceability and anticounterfeiting requirements in the pharmaceutical supply chain. The company’s Brand Security Platform combines GS1 2D Data Matrix, smart contracts, geolocation identification and product biometrics tracking to ensure the whereabouts and contents of packaged medicines are tightly monitored through their entire supply chain journey from manufacturer to end user.

The comprehensive new system provides a seamless, uncompromisingly transparent experience to all stakeholders along the supply chain, simplifying the overall process through distributed ledger technology and single ownership. ACG Inspection’s solution has three primary components, each of which can be incorporated individually or bundled per customer needs. www.printingnews.com/21115531

Sappi North America Releases Educational Materials for Creatives and Marketers in Fashion Industry The new guide focuses on the fashion industry and highlights successful marketing and promotional approaches used by leading brands.

Sappi North America, Inc., announced the launch of Verticals: Fashion Marketing, the second installment of the company’s educational series for marketers, ahead of New York Fashion Week. The new guide focuses on the fashion industry and highlights successful marketing and promotional approaches used by leading brands. Sappi’s Verticals series dives into individual markets serviced by the company while examining the unique challenges, traditions and idiosyncrasies each faces when communicating with target audiences. www.printingnews.com/21114960

Screenworks Socks It Leading garment screen, embroidery and digital print provider launches custom-made socks Screenworks launches custom-made socks.

The range includes casual, sports, dress and even trainer socks – across the full UK sizing spectrum. The socks can be custom designed, which can see a design being jacquard knitted into the material or sublimation printed (on polyester socks), or a logo even embroidered in specific positions on the socks. www.printingnews.com/21115774

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Color-Logic Expands Pattern-FX Library The Color-Logic library of Pattern-FX embellishments has been expanded to 80 different designs, all of which are readily available to ColorLogic designers and licensed ColorLogic printers.

The Color-Logic library of Pattern-FX embellishments has been expanded to 80 different designs, all of which are readily available to Color-Logic designers and licensed ColorLogic printers. Commenting on the expanded library, Color-Logic Director of Sales and Marketing Mark Geeves said: “Preparing complex, recurring patterns has traditionally required many hours of effort by graphic designers, but the Pattern-FX feature in the Color-Logic software suite makes the job effortless and trial-and-error free. Using Color-Logic Pattern-FX, even relatively unskilled designers and prepress operators can confidently execute complex designs and offer print customers an astounding array of pattern choices.” Geeves continued: “Color-Logic Pattern-FX can be used to create micro-emboss plates or intricate varnish layers, and can be combined to create print that truly outshines competition. All Color-Logic patterns come predefined as Metallic, Dimensional-FX, Watermark-FX, Watermark-FX Plus, Emboss, and Varnish. The ongoing focus at ColorLogic is to help the graphic designer make the most of the presses at licensed Color-Logic printers, minimizing waste and producing embellishments and metallic colors previously unseen. www.printingnews.com/21114129

Datalogics Announces the Release of Forms Extension for the Adobe PDF Library, which Adds Significant Capabilities to PDF Form Functionality for Users Datalogics, the premier source for Adobe PDF and enterprise document management technologies, announces the release of Forms Extension for the Adobe PDF Library SDK. Datalogics announces the release of Forms Extension for the Adobe PDF Library SDK. The Forms Extension module, offered as an add-on to the Adobe PDF Library (APDFL), allows applications built using the Adobe PDF Library to work with PDF AcroForms and XFA (both static and dynamic XFA) forms documents. When you install the Forms Extension, it becomes a seamless part of the Adobe PDF Library and extends the compatibility and functions available in Adobe Acrobat to server-based forms document workflows. www.printingnews.com/21115210

New Sigma Sustainable Solvent Ink Proven to Last 24 Months Kao Collins announced that ongoing testing of their new SIGMA solvent ink proves the product now has a shelf life of 24 months double the shelf life of 12 months when the product launched in October 2019.

Kao Collins announced that ongoing testing of their new SIGMA solvent ink proves the product now has a shelf life of 24 months – double the shelf life of 12 months when the product launched in October 2019. SIGMA now offers fourtimes the shelf life compared to competitors. www.printingnews.com/21114700

Zanbarrier NGR: 100 Percent Natural Barrier Paper for Food Packaging Zanders launches improved environmentally friendly grade with an even higher density Zanders continues the development of its successful food packaging paper range: the enhanced Zanbarrier NGR offers the proven 100 percent natural barrier against oil and grease without the use of any chemicals now with an even higher density. Consisting of nothing but pure virgin fiber, Zanbarrier NGR is 100 percent biodegradable. The environmentally friendly grade is produced on Zanders’ 6.6 m wide PM3, the biggest and most efficient paper machine for barrier papers in Europe.

The higher density of the improved Zanbarrier NGR opens up new application possibilities. It is ideal for countless forms of flexible food packaging that require oil and grease-resistance as well as wet-strength, e.g. fast food like doner kebab or french fries, bread roll bags, butter wrappers, pizza and confectionery cartons, cookie bags or food labels. www.printingnews.com/21114954

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EXECUTIVE Q&A ─ What To Expect At Brand Print Americas

THE GENESIS OF

BRAND PRINT AMERICAS Andy Thomas-Emans, Strategic Director of Tarsus Labels, Packaging and Brand Print Group, answers questions about the new show.

By Richard Romano

L

ast year, the Association for PRINT Technologies (APTech) teamed up with the Tarsus Group, the organizers of Labelexpo, to launch a new show called Brand Print Americas. The inaugural event will be co-located with Labelexpo Americas, September 15–17 at the Donald E. Stephens Convention Center, in Rosemont, Ill. We spoke with Andy Thomas-Emans, Strategic Director of Tarsus Labels, Packaging and Brand Print Group, about the new show and how it complements Labelexpo.

WhatTheyThink: Talk about the genesis of Brand Print Americas as an event. How did it come about?

Andy Thomas-Emans: We have the global Labelexpo shows, and the Tarsus Group also runs the Sign show in Turkey. One of the goals of the group was to globalize the shows that we had along the same kind of model as the Labelexpo shows. It was decided that they would take these sign and commercial print shows global. The obvious way to do

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that would be to co-locate with the Labelexpo shows. The original plan was to have the colocated shows in Thailand, China and Mexico.

The part of the market that was missing was Europe and North America. I don’t know if there are any plans to have an event around Labelexpo Europe, but in North America, the way that we decided to go was to co-locate Brand Print Americas with Labelexpo Americas.

WTT: What do you see as market or technology drivers creating demand/need for an event like Brand Print Americas?

ATE: If you think about when the Labelexpo show started in the early 80s, it was a purely self-adhesive labels. Then it moved into new technologies like shrink sleeves and in-mold labels. Now, we’re seeing more and more packaging formats coming to the show. We haven’t seen cartons yet, but certainly flexible packaging is becoming a core part of that show.

The other trend that we see is label printers are much more becoming onestop shops, not only producing labels and now packaging, but they’ve also been supAndy Thomas-Emans plying proofs, and doing a lot of digital asset management. They’ve become collateral experts for brands. One big trend that we’ve seen in North America and Europe is the growth of smaller, “challenger” brands. If you look at the North American beer market, one-half by volume now is going to craft beers, and that’s really been a trend over the last eight years.

These smaller brands don’t have established supply chains in terms of their packaging or marketing collateral in the way that the global brands do. They go to a label printer and ask for labels, but what about other marketing collateral? So what we’re seeing now is label converters starting to install wide-format presses.

WTT: What is the relationship between Brand Print Americas

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and Labelexpo? How do they complement each other?

ATE: On the Labelexpo side, is everything up to the primary packaging stage, whether it be a label or a package. What then happens to that package, once it’s been decorated and filled and packed and palletized to get it to the retail store and from there to the consumer—all of that is the Brand Print side. So that’s really how the two shows fit together. We weren’t really interested in having a general commercial promotional print show. I think you have to have a focus, and the focus here is on this kind of brand omnichannel marketing—and it’s really promoting print. We want to bring that sense of excitement and possibility across to the commercial sector. We have amazing things happening in the design of packaging and labels.

How does that kick over into outdoor graphics and direct mail marketing campaigns or point-of-sale display type areas?

WTT: What are the points of overlap and points of divergence between the two shows?

ATE: There is a lot of commonality and a lot that can be learned. Look at what the label converters can learn from the commercial printers who have been through a terrible time over the last 25 years in terms of commoditization and competition. The label guys haven’t really had that, but they will, so they need to learn about digital front ends, online storefronts, automation and general efficiency.

On the other side, what the commercial printers can learn from the label and packaging side is about adding value. It’s really about deep diving much more into a brand. If you go to a label converter and you sit down with their production guys, they understand exactly where their customers are going, so therefore they know the kind of equipment they need to get and the skills they are going to need on the prepress side. So they’re constantly moving with their customers.

If you look at the supplier side, we’ve seen all the major, commercial digital manufacturers come over to labels and packaging—HP Indigo has been at Labelexpo since the early 2000s, and there’s Xeikon, but companies like Screen, Fujifilm, Konica Minolta, Epson—all these guys have diversified their offerings into the label space and now increasingly it’s the packaging space. When we talk to some of these exhibitors, they’ll ask if they can bring their sheetfed digital, or what about cartons? Although Labelexpo has moved into flexible packaging, it’s not a carton show. So generally speaking that’s more of an area for Brand Print.

WTT: What would you want attendees to come away from Brand Print Americas with? What would you love to have people walk out of the hall with and say, “Hey, that was great. This is what I learned. This is what I’m taking back to back to my plant”?

ATE: To me, it’s rebuilding,

in the commercial sector, the excitement around print. So I think that’s number one, building a sense of excitement.

Number two relates to commercial and label printers meeting across the aisle and understanding more of what goes on each side of the fence and what the opportunities are for cross-fertilization of ideas, technologies, and maybe even business diversification opportunities. And number three is that suppliers have to get excited as well.

Suppliers go to shows and pick up trends. They go away from the show with an idea, and when they come back to the next show, those ideas have borne fruit. We all thought 10 years ago that inkjet would kill flexo, because flexo wasn’t that much better, it used plates and other things, and inkjet was going to take over the world. But what happened was, when flexo equipment manufacturers saw that happening at Labelexpo, they said, “We’ve got two options here. We can either let this happen to us and just basically become digital companies, or we can find a way of combining with digital guys.” But what they actuRead More… ally did was Find article at they went PrintingNews. back and com/21116148 just reinvented flexo.

Really, whichever part of the show that they’re in, I would personally like them to come out of that show thinking, “This is going to be amazing.” ●

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WIDE-FORMAT & SIGNAGE ─ Dynamic Digital Signage

SMART SIGNS Dynamic digital signage moves in unusual directions.

By Richard Romano

S

everal years ago, tout le monde was talking about dynamic digital signage (DDS), and while the hubbub and hullaballoo have died down a bit, DDS has been quietly expanding.

“From our standpoint, the demand for it has done nothing but increase, at least in our world,” said Wayne Rasor, director of digital and exterior technology for FASTSIGNS International, Inc. “The technology continues to get cheaper and easier, so there are people still trying to do it themselves, saying, ‘OK, I can get a TV for this and I can sign up for this

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service and I can try and do it.’

But with DDS, the hardware is the easiest and cheapest—but least important—part of the equation. I think they miss the content piece of it, and that’s always been our focus.”

Content in the context of dynamic digital signage has also been evolving, and the

emphasis now is less on a static menu board or even piping in a deck of PowerPoint slides, and more on integration with external databases and content that is, well, dynamic.

“I would rather do a menu

(Below) Smaller pixel pitches (aka higher resolution) are making LED signage increasingly suitable for indoor displays. Image courtesy SNA Displays.

(Right) Electronic Message Centers (EMC) are becoming popular among churches, schools, convention centers, and other venues—but are not loved by those who draft municipal sign codes.

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board up on a screen that’s connected to a database that I can change from anywhere in the world, and my screens change and update in real time with either availability of items on the menu or pricing changes based on demand, promotions in the area, that kind of thing,” Rasor said.

The hardware has of course been getting cheaper, but in some cases has been switching from LCD-based screens to LED displays, although not necessarily in single-screen displays, but in “tiled” video walls.

“We’re seeing much, much fewer multi-screen LCD video walls and more large, finepitch LED video walls. A single, 55-inch display still is probably better just to go with an LCD screen,” Rasor said.

But, like anything with technology, they will only get better and cheaper, and it’s not hard to envision a time when LEDbased DDS displays take over, even for single screens.

“Eventually, those LCD screens will most likely just go away,” he said. “It may take four or five more years, maybe 10 years, but they’re eventually going to go as the LEDs continue to get cheaper and cheaper.”

DDS is not just LCD (or even LED) indoor displays. Outdoor electronic message centers (EMCs) are a growth area in the world of DDS, but are not without controversy.

“We get calls for outside message centers and we’ve

done a few of those,” said Rick Bult, owner of FASTSIGNS of Saratoga Springs (N.Y.). “That can be a little hit and miss depending on the town you’re working with. There are a lot of local codes, and Saratoga doesn’t allow them at all.”

Go one town E Ink’s Advanced Color ePaper (ACeP)— a color version of south, though, and the e-paper technology used in the Amazon Kindle and other ebook readers—can be used to create smart posters and the situation changes. other kinds of dynamic digital signage without using LCD or “If you go down to LED displays. Image courtesy Good E Reader Malta [N.Y.], they just not seem like dynamic digital last year adopted digital signage signage. in their code. They’re still very “You’ve got to look beyond strict on size, height and how just that one little small television the content is displayed. That and realize that the print industry is sort of typical, and you’ll see is definitely not left behind,” said them dictate how often the Vantage LED’s Deacon Wardlow, message can change.” an author, speaker and expert on The concern with outdoor digital signage. message centers is driver disWardlow is conducting an traction, so the sign codes pereducational session called “5 taining to EMCs often specify Simple Steps to Successful Sales things like message transitions. with Digital Signage” at April’s “Can it just go slide-left, slideISA Sign Expo. right? Can you do an explosion?

“You can even look at E Ink. Can you have really crazy 3D They’ve got the ACeP—the effects? No, you can’t do that,” Advanced Color ePaper—which Bult said. “How often can you is capable of displaying millions to change the message? They of colors, and it uses less power don’t want things changing every than a AA battery for most of three seconds. They’re very the screens,” he said. “So you careful about what they consider can have smart posters that are to be distracting to a driver.” print material reflective and Dayparts is Dayparts using low energy that are comDynamic digital signage is pletely programmable.” also more than a big LED or LED There are also materials on display on a wall, and there are the market that can automatiall sorts of things you can do, cally change their daytime and even with technologies that may nighttime operations displaying

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WIDE-FORMAT & SIGNAGE ─ Dynamic Digital Signage different images or graphics depending on how it’s illuminated. If it receives reflected light—such as from the sun in daytime—or if it receives rearprojected light such as at night, the sign could change accordingly.

“You could totally change the name of the business,” Wardlow said. “When you’ve got businesses in New York, where square footage is really high, you may have a location that doesn’t operate 24/7 but now can. So maybe during the morning, it’s operated by one owner/operator who runs it as a diner for breakfast or lunch and then the evening shift comes in, they change the décor, and they make it into a nighttime restaurant from 4 until midnight. The sign actually changes the name of the establishment, and there are no digital elements outside of the printing.”

digital out-of-home space, the screen up on the wall is valuable, but doesn’t even hold a candle to that screen in your pocket.”

The technology to bridge the gap between display signage and mobile devices is still a work in progress, but it’s getting there, and it’s one of the ways that signage is becoming “smart.”

It sounds like this would be intrusive—who wants random signs sending notifications to their phone?—but it could be a highly desirable feature, kind of

From the Big Screen to the Small Screen

An example of small, community-based Internet access are Portable Network Kits (PNK), developed by Resilient Networks NYC in the wake of Superstorm Sandy to facilitate communications following a hurricane or other catastrophic event. All the components are easily obtainable from Amazon. Image courtesy New America

When people in the sign business—or even in the printing business looking to get into the sign business—look at dynamic digital signage (if they look at it at all), they focus on the screen and, if they’re lucky, the content.

But DDS is evolving in ways that may not even involve “the sign” at all. And a “dynamic digital sign” could in fact be a user’s own mobile device—which for some sign companies is the Holy Grail of signage.

“That’s the screen everybody wants to get to,” Rasor said. “When you’re talking about interaction and advertising in the

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a proactive Yelp!.

“I’m kind of a nerd, and I travel a lot, so if there’s a comic book shop or a scifi place or game shop or a cool museum, I want to know about it,” Wardlow said. “So I can set my device to say, ‘When there’s a point of interest that’s in these 10 categories, let me know.’ So next time I’m walking around Seattle, it’ll say, ‘Hey, within two blocks is the Seattle Pinball Museum. Would you like to go?”

All right, yeah, I’ve got 20–30 minutes, and it’ll walk me to it.”

We’re getting a little far

afield of signage—or are we?

“I think the signs are going to be integrated to that degree as well,” Wardlow said, “maybe to the point where some sign shops will need to start looking at programming these kinds of things so that they’re no longer just selling a sign package for the front of your business.”

The idea is that, when someone walks past the sign, it sends a push notification to the individual’s phone—“Hey, we’ve got a special today, are you inter-

ested?” There could even be a coupon or other kind of offer.

Funny, I was writing about this basic idea in the early 2000s when mobile phones were first taking off, and the idea was that a Border’s Book Store—this is how long ago it was—would ring the mobile of a passerby with some kind of offer. We may be more receptive to this kind of notification today than we were literally a generation ago. And it is certainly easier to deploy today than it was 20 years ago.

“Sign makers are going start

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WIDE-FORMAT & SIGNAGE ─ Dynamic Digital Signage integrating high-tech into their low-tech—a blade sign will now have a bunch of stuff in it that looks like a normal blade sign, but has a ton of tech behind it,” Wardlow said.

Smart Signs, Foolish Choices “A lot of people ask, ‘what’s the future of signage?’”

Wardlow said. “When you think ‘future’ you think scifi movies where it’s all digital LED or projection signage, and that’s really limiting your scope on what the future of signage is. You could have a smart sign that technically has no digital elements to it other than the print form.”

Smart signage—and as Wardlow pointed out above, it doesn’t necessarily have to be a digital display—is signage that in some ways does the opposite of what DDS does. Instead of displaying data from a database like DDS applications do, it collects data.

“You could, say, take an internally illuminated cabinet or a set of channel letters that’s in a downtown market like here in Denver,” Wardlow said.

“You’ve got a blade sign that has a nice print on it. You can add Bluetooth low-energy and Near Field Communication devices to track and push advertising and information to people on their mobile phones.”

In other words, a “static” sign broadcasts its messaging to make the user’s phone becomes the dynamic digital signage. This is nothing truly new, even if it is

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not very widely deployed (yet).

But wait, there’s more.

“You could then take the next step,” Wardlow said, “and put cameras on your sign for security, but those cameras can also link to tracking software that identifies the traffic that goes into your business or organization. So if you do have a digital component to your display, whether it’s LCD or LED, then you can actually track how many people responded to the sign.

The tracking system can even tell you how many of those people were looking at the sign and then chose to come in. So you could actually track traffic based on your marketing and look at your marketing responses based on that eye tracking.”

The smart sign can also break down the demographics of that traffic—gender, age, ethnicity, etc.

This is facial detection technology and, again, is nothing new from a technological standpoint, but has yet to be deployed in a major fashion— and it’s not hard to see why, as privacy issues are starting to take center stage. And sometimes the developers creating these capabilities need to be schooled on how they describe these systems.

“We’ve actually had to correct several different software companies that use the term ‘facial recognition,’” Rasor said. “No, you have facial detection. There’s a difference. Detection is, ‘I detected a face and that face is a male or it’s a female, and we think it’s about this age, and it

was in this mood’ and those kinds of things. That’s it. Facial recognition is what the government or the NSA does. That means, ‘I know who you are, I see your face, and I identify you with this identity.’ We’ve told these software companies, ‘you don’t want to be in that business. You don’t want to tell people that you’re recognizing who they are.’”

A New Annuity Smart signage can also help sign shops explore new business opportunities—and opportunities far beyond what one might think of a sign shop offering: internet access. Say what?

“A lot of people are now making money by developing small-frame networks,” Wardlow said. “People don’t care about having cable television anymore, but that’s typically how they get their internet. So along comes Joe Blow who has a sign shop.

He’s been in the business for a decade or more, and he says, ‘Hey, we can be your Internet provider. We have a gigabit per second or maybe a hundred megs per second guaranteed for $12 a month.’ I would jump at that right now with my internet rates.”

It would work like this. A sign can have essentially a radio antenna attached to it—one that wouldn’t even be visible to an onlooker. That antenna can interlink with other radio antennas all around the community, creating a network that lets people who are in range access it wirelessly. It’s a big win for individuals in that community,

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and it can be a big win for the sign company.

“It’s a way that a sign company can offset the cost of the signs,” Wardlow said. “They can tell a customer, ‘I know you want the sign to be cheaper, so if you let me lease that sign space and put an antenna on it, I’ll cut another thousand off of your sign cost.’ It’s another area that a sign company that’s a little more tech-savvy can get into.”

And by selling, essentially, internet access via what is essentially a subscription, it’s a kind of annuity in a way, a source of income that is more regular and predictable than waiting and seeing what the sales team can bring in, or what walks in the front door.

And given all the things that are “aaS”—“as a service”—these days, is “signage as a service” such a bizarre concept?

“Everybody wins,” Wardlow said. “The client gets a cheaper sign, you get a location to fill out the holes in your network, and it becomes more of a recurring revenue generator for a sign shop to manage the difficulty of living piecemeal. You’re hoping that there’s enough work in the funnel to keep you going next month and the month after that, and you’re hoping that you don’t get hit with 12 jobs all at the same time because you’ve still got to buy all the materials. Increasingly, sign companies are realizing recurring or new opportunities with this newer, smarter signage.”

This may sound like science fiction, especially for sign

shops—or even commercial printers—who are frightened of dynamic digital displays to begin with. “Use a sign to offer people Internet access? What

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WIDE-FORMAT & SIGNAGE ─ Wayfinding Signage

Signage still has a place – even amid GPS technologies.

By Mark Vruno

W

hether driving or walking, signs can help to lead the way—even in our GPS-dependent society.

As output and substrate technologies continue to improve, wayfinding signage opportunities remain rife for commercial and wide-format printers in 2020 and beyond. However,

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to land these types of jobs, you first need to know with whom to engage.

“It is important to go to the source who is specifying this type of printing on large-scale wayfinding projects,” said Ted Kiper, board chair of the Sign Research Foundation. “Such specs typically are coming from the architectural and/or design consultants who are developing the project.”

Other good connections are general contractors and facility/ plant managers.

The management/sales team at ER2 Image Group, a grandformat printer headquartered near Chicago (Hanover Park, Ill.), agrees: the architects sometimes bring them into projects.

That was the case on a recent, exterior-signage installation at a JCC-affiliated fitness/community center in Northbrook, Ill. “We revamped all their old, wayfinding signage,” said Chris Hogan, Jr., ER2’s senior director of national accounts.

Hogan proposed an idea to employ textured print techniques on boards for room numbers and ADA (Americans

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with Disabilities Act) signage.

“They had new Mohawk vinyl flooring in some areas of the building, and we told them we could match that wood-grain look,” he said. “The client loved it!”

To pull off the dimensionality, ER2 used its Direct Jet UV LED inkjet printer manufactured by Rocky Hill, Conn.’s Direct Color Systems. DCS’s raised-texture device is ideally suited for adding such elements to signs, especially when used in conjunction with its Color Byte RIP software, which features a proprietary TEXTUR3D printing process.

“Rather than running multiple passes to put down clear, white and color, it uses the RIP’s three groups of printhead channels to print any combination of two or three of these channels simultaneously, inline and in a single pass,” according to the manufacturer.

The textured printing can be applied to plastics, acrylic, wood and metal.

The best part about this process, according to Hogan, is that it is all ink-based.

“It’s not photopolymer printing, which took a lot of time,” he said.

ER2 employed the same, textured ink technique on behalf of a large veterinary clinic.

“We printed raised paw prints on more than 100 signs,” Hogan said.

used to create a vinyl print that SRF’s Kiper added that such could be applied to a post and layered printing techniques panel for wayfinding purposes.” are not only faster than tradiPrinting on vinyl and fabric, tional photopolymer signage, while not new, is becoming more “it also is more cost-effective. prevalent in interior and exterior We’ve been using this technolsignage/graphics applications. ogy to produce ADA signage, allowing us to have raised letters and Braille. It also [is] more Printing on vinyl and durable than the applifabric, while not new, is becoming qué letter and raster Braille technique. more prevalent in interior Additionally, on larger and exterior signage/graphics prints, we are able to applications. achieve dimensional textures and spot glosses that typically “The wide variety of subwould not be achieved through strates…coupled with the large printing.” number of extrusions that are Evolving Print available, make this a very cost Innovations effective and dramatic option “Printing in layers…creates for graphics,” Kiper said. “We’ve textures that build up graduhad some printing that can go ally, such as the Braille text on up to 10-foot widths by whatan ADA sign that is raised,” said ever length.

Lance Tucker, technical ser“Wayfinding opportunivices manager at FASTSIGNS ties are increasing signifiInternational, Inc. “It will print cantly for wide-format printing. the text repeatedly until it has Substrates and the increased reached the desired height. longevity of inks make this a This helps eliminate the twoviable interior and exterior step process of using a router application. By incorporating or laser to cut the text and then fabric printing and silicone edge adding it to the background.” extrusion mounting, interior He believes there are myriad wayfinding/advertising/graphwayfinding opportunities out ics applications have limitless there for the printing. opportunities. This technique “One might use them to allows for both non-illuminated create components of other and illuminated applications. signs, such as inserts, or to create Virtually no support or blocking temporary wayfinding signs for is needed due to the lightweight trade shows or events,” Tucker materials. These graphics have said. “In addition, a commercial/ the same look as solid-surface wide-format printer could be graphics, but with the ability to

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WIDE-FORMAT & SIGNAGE ─ Wayfinding Signage quickly change out the faces.”

Transportation facilities, such as airports, are use this for advertisements.

“In the past, a great deal of support and blocking would need to be included for overhead wayfinding applications,” Kiper said. “With this new technology, you can have slim-line overhead applications with a fraction of the weight. If the message ever has to change, the printer already knows the exact print sizes, [and] these can be printed relatively quickly, rolled up and sent out to the site. An internal facilities department would have the knowledge and capabilities to change out the graphics.”

Another wide-format technology, noted Tucker, is latex printing for “a more ‘green’ or ‘eco-friendly’ product.”

Retail Store Signage In a recent white paper entitled “Retail Wayfinding Best Practices,” the Sign Research Foundation (SRF) contendsed that wayfinding helps to manage the in-store customer experience. This strategy is particularly critical in a 21stcentury context, as more consumers shop online and gravitate away from brick-and-mortar stores. Millennials desire shopping “experiences”—and the stores still standing strive to give these customers what they want. Consistent branding is key when online and in-print graphics play well together.

The good news for sign printers is that their products play an

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URBAN WAYFINDING, PLANNING AND IMPLEMENTATION FOR 2020 “Our most widely used resource is the Urban Wayfinding Planning and Implementation Manual,” says Sapna Budev, executive director of the Sign Research Foundation (SRF). The manual is being updated to a 2020 edition, which will include additional information on: Multimodal Transportation Cities and towns have widely expanded their encouragement of bike and pedestrian accessibility with signs, maps, and other identity elements. Most major cities have bike-share programs now, which require their own wayfinding structure. In addition, transit wayfinding for pedestrians is also becoming a key part of urban programs.

Parks and Heritage Areas Park and Heritage Signage is an enormous growth area.

Topics include parkway vehicular signs, bike trails, and pedestrian paths.

Materials for Urban Sign Programs There have been tremendous advances in metal, paint, vinyl and printing for use in urban programs. The updates will reflect these innovations and show use case scenarios.

Historic and Special Districts, Wayfinding and Identity More historic centers are developing specialty programs for integrating retail, business sign, and identity graphics.

Department of Transportation There is more confusion in states about how to handle community-based signage. This section can provide more clarity on the issue.

Interpretation and Wayfinding The Freedom Trail in Boston started a trend that has accelerated in combining interpretation and wayfinding.

Dynamic Urban Wayfinding The beginnings of digital and other dynamic wayfinding systems in the environment.

The new manual will be available at the SRF Annual Conference, co-located with ISA International Sign Expo on April 1 at the Orange County Convention Center in Orlando.

“SRF also will offer a session on the Art & Science of Urban Wayfinding to dig deeper into the practical framework of these projects,” Budev informs.

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important role in creating the optimal customer experience.

“For many years, signs were considered the most disposable part of retail stores,” according to the the report. “Now…[they] are considered a vital investment that must be treated with the same care as other fixtures.”

Some stores are even incorporating dimensional innovations—the use of channel letters, projecting signs and awnings, for example—as part of their exterior, architectural signage, according to SRF. Illuminated signs, employing new LED technologies, also are used within

progressive store interiors, as are digital wayfinding systems and interactive kiosks.

Interior and exterior applications differ, of course.

“Size and cost are some of the biggest contributing factors in determining differences within exterior and interior signage,” said FASTSIGNS’ Tucker. “Materials will vary based on whether this is an exterior or interior sign.

Interior signs are smaller in scale but still offer direction or wayfinding movement throughout a space. Interior signs are composed of

lighter-grade materials in general, such as lighter aluminum, PVC and foam.”

“An interior program is typically in a protected, temperature-controlled, lit environment,” Kiper said. “These factors allow the fabrication to be

Size and cost are some of the biggest contributing factors in determining differences within exterior and interior signages.

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WIDE-FORMAT & SIGNAGE ─ Wayfinding Signage varied in the use of materials that may not always hold up to the extreme weather conditions of an exterior program. This allows for lighter weight substrates and illuminated applications that may not need to be protected from the elements.

Additionally, inks and/or substrates that may fade or wear quicker in harsher elements can be used for a more economical application internally.”

For outside signage, Kiper said it is important to determine the longevity needed as well as how and where a sign will be mounted.

“The appropriate printing and material specification can be determined,” he said.

“Typically, we have seen largeformat printing that is being used in an exterior application

WHEN TO USE ADA SIGNAGE Additionally, there are regulations and industry best practices to consider.

“Those new to the signage industry need to consult their local and state construction codes along with state and federal laws,” said FASTSIGNS’ Tucker. “Experienced printers can access www. ada.gov for any recent changes as well.”

Use ADA Signage in these instances: ● Permanently marked rooms—the designator has to have letters raised in Braille (follow regulations on Braille height) ● Restrooms—specific sizes of the overall sign itself and the pictogram ● Color has to be contrasting on an ADA sign. ● Installation has to meet requirements: 1. Height requirements (48 inches from the ground to the bottom line of the sign and no more than 60 inches to the bottom of the top line of the sign) 2. Location requirements—it must be located on the handle side of the door Source: FASTSIGNS International, Inc.

to be used as a more temporary or semi-permanent application. There are some applications, such as HPL—or High Pressure Laminate—applications, that couple the largeformat printing with encapsulating this into a melamine laminate that can dramatically increase the life-span of the product.”

“Exterior signs will generally be larger, possibly illuminated, and they act as more of a permanent fixture for a business,” Tucker said. “They also offer the public an actual marker for a business location on a larger scale. They can often be made out of heavier, weather-resistant materials (aluminum,

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stainless steel, galvanized), welded construction for reliability and permanence.”

Best Practices Color management is an important part of the production process, according to Tucker.

“FASTSIGNS centers make a practice of staying up-to-date on current software/malware, printer maintenance, media optimization and correct disposal of remnant ink and materials,” he said.

“One of the most critical elements that successful PSPs provide is understanding how to incorporate the right materials to both meet the building requirements and the overall design plan of the program,” says Craig Campbell, director of business development for the International Sign Association (ISA). “Most times, ADA signage is considered utilitarian and ultimately not factored into the overall design at the onset of the project, so this success can start with either working with the client directly or the agency responsible for the program and clearly showing how print can enhance this type of signage while meeting the strict regulations surrounding ADA compliance. ISA provides an excellent resource for more information on how to work with designers and other agencies in one of its most recent white papers entitled “Navigating the Visual Communication Space.”

In addition, a PSP should be ready to provide materials

based on their fire and smoke density ratings as outlined by ASTM e84 requirements and should be well versed in redundant emergency exit requirements as outlined in the International Building Code 1007.1 as this dramatically changed since 2001. Many times, the material manufacturer can acquire these material certifications. Truly successful PSPs working in this space are constantly updating their library of knowledge on the latest print technologies and materials and act as integrators into projects while offering solutions that enhance the overall project.

“One of the best ways to keep track of the regulatory angle is to stay in contact with the people and organizations that are directly involved in standardssetting on an ongoing basis,” said Kenny Peskin, ISA’s director of industry programs. “For example, ISA has designated representatives serving as voting members on the International Code Council A117.1 Accessibility Standard Committee, which develops the regulations governing ADA signage. Because of that engagement, ISA knew immediately in mid-January 2020 that the U.S. Department of Housing and Urban Development proposed incorporating the 2009 Accessible and Usable Building and Facilities standard into the federal Fair Housing Act design and construction requirements.

Others might not Read More… discover that Find article at PrintingNews.

ADA signage com/21116143 rules might be changing before the March 2020 public comment deadline or after HUD finalizes the changes.”

ISA also offers online learning courses to help the industry stay abreast of sign regulation topics: https://www.signs.org/ online-learning/sign-safetyregulation. ●

Mark Vruno, a Chicago-based business publishing professional, has reported on the global commercial print industry for more than 20 years.

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WIDE-FORMAT & SIGNAGE ─ Hands-On Educational Opportunities

ISA SIGN EXPO 2020 We spoke with Brandon Hensley, ISA’s COO, and Iain Mackenzie, ISA’s VP of Meetings and Events, for a preview of this year’s show.

By Richard Romano

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T

he International Sign Association’s Sign Expo returns to its East Coast home at the Orange County Convention Center in Orlando, Fla., April 1–4. This year’s Expo includes both new and recurring features to help sign businesses—and those interested in becoming sign businesses—navigate a dynamically changing marketplace.

At least year’s Sign Expo, it was announced that the 2020 Sign Expo would co-locate with the Impressions Expo, formerly the Imprinted Sportswear Show, which focuses on the apparel side of the printing world. It is a true co-location, in that attendees who register for one show can freely check out the other.

“We are excited about that,” Hensley said. “That should generate anywhere from 2,500 to 3,000 additional attendees on the show floor.”

As the lines between the different “silos” of the printing industry continue to blur, these kinds of

co-locations and event partnerships make a lot of sense.

“We think that it’s really going to be a win-win for both Impressions Expo and for ISA Sign Expo to be able to put all of that on the show floor,” Hensley said, “because it allows both sets of attendees to maybe see aspects of their business where they can generate additional revenue that they hadn’t really embraced in the past or had questions about.”

This year also sees the return and expansion of a well-received show feature that debuted last year—The Wrap Experience, a collaboration between ISA and The Wrap Institute.

“We actually are doubling down on that program because it was so successful last year, and it just resonated with the attendees and with the exhibitors,” Hensley said.

Last year, it was more or less a hand-on wrapping competition, but this year there is more of a formal educational aspect to it, as well as hands-on learning opportunities. About 20 companies are participating in the Wrap Pavilion, and there will be a Wrap and Learn show floor pavilion, complementing the traditional Lounge and Learn show floor pavilions.

“There’s definitely a need out there, and we can see that our traditional attendees are in that wrap space,” Hensley said. “And the companies and organizations that are in the wrap space are also bleeding over into the sign industry because it’s one and the same.”

And by “wrapping,” we don’t just mean vehicles, but virtually any surface: walls, floors, even large objects—last year, they demonstrated refrigerator wrapping.

“Part of why we’re intrigued by, and

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are trying to get a deeper bench in, the wrap community is because it’s not just cars,” Hensley said. “It really is getting into interiors and point of purchase, especially with quick turnaround. With everything that’s happening now in the retail sector, being able to, at a low cost point, go in and have a complete brand change internally at the point of purchase is a big advantage. The wraps and the substrates are really kind of exciting, and I think will continue to grow in the years to come, so we’re trying to capture that marketplace.”

Returning again this year are two “Game Changer” keynote sessions, which are more inspirational in nature, and have been a big hit at past Sign Expos. On Thursday, Shon Hopwood, associate law professor at Georgetown University Law Center, will present “Second Chances: Shon Hopwood’s Incredible Story of Robbing Banks, Winning Supreme Court Cases & Finding Redemption.” On Friday, Ford Motor Company’s Sheryl Connelly offers some “Confessions of a Corporate Futurist: Coming Trends That Will Revolutionize Your Business.”

“We started these ‘Game Changers’ a few years back and they’ve just been wonderful for our education program,” Hensley said. “They seem to really resonate with the attendees, and we get high numbers of attendance at all of our ‘Game Changers.’”

Returning for a second year is Women Leading the Industry (WLI), which ISA launched in conjunction with Sign Builder Illustrated (SBI).

“This been expanded,” McKenzie said.

“Last year, we just had one session in the morning, but this year we’re having two educational programs.”

Thursday’s will be a round-table discussion on “Managing Conflict in the

Workplace,” while Friday’s round-table discussion looks at “Building a Culture of Engagement.” The WLI program culminates Saturday morning with a keynote titled “Art of Executive Presence,: Presented by Buddy Bush of JB Training Solutions.

“We’ve done one or two webinars in this program and look and to roll out more in the next couple of months,” McKenzie said.

No graphic communications show would be complete without a program dedicated to attracting the future leaders of the industry, and ISA continues its ISA Elite Program, 35 sign industry professionals under the age of 35 who were chosen to attend this year’s Sign Expo.

A show feature that is still in development as of this writing is a team challenge.

It sounds a bit nebulous but intriguing.

“We are going to have an interactive zone on the floor where teams will compete against each other in a construction challenge,” McKenzie said. “It will be educational because people will be learning about the products available, and there will also be the team competition element. We’re really excited about that, and it’s going to go towards our roots.”

“One of the things that we constantly strive for at the Expo is trying to create that experience,” Hensley said, “and every year it gets harder and harder and you have to think outside the box. And Iain and his team have. They’ve done a great job of working to find a partner where we can get the hands-on. The visual communication industry is definitely a handson industry and anything that we can do that provides a how-to environment that takes what people are learning and puts it into their hands—literally where they can be touching and feeling and actually executing on that—is always a good idea, and that seems to resonate.” ●

We are going to have an interactive zone on the floor where teams will compete against each other in a construction challenge. It will be educational because people will be learning about the products available, and there will also be the team competition element..

— Iain McKenzie

Read More…

Find article at PrintingNews. com/21115508

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TEXTILES ─ Printed Electronics

PRINTED ELECTRONICS Closer than (but not where) you think

By Pete Basiliere s a leader within your printing company, you constantly scan for new printing technologies and applications. Printed electronics is one to monitor, but not for the reasons you think.

A

not widely available today. So, while printing electronics directly onto board or plastic packaging has great potential because of the theoretical ability to track the package from factory to user (and gather data all along the way), challenges with absorption and sintering of the electronics impede growth.

What Are Printed Electronics?

See Through the Hype

Printed electronics are electronic devices produced with digital or analog printing technologies.

Printed on a variety of substrates, the devices may be fully functional conductors, semiconductors, resistors, dielectrics and optical materials. Printed electronics that are available today include sensors that are either applied to or incorporated within an

Printed electronics has gone by a variety of names, including flexible electronics and hybrid electronics. At the peak of the hype surrounding the technology, many people thought printed electronics would replace large area displays and even silicon-based microprocessors. Disillusionment set in as pundits and investors understood the realities of technology’s limitations and long development timeline. Nevertheless, considerable research on printed electronics was still being conducted by firms and labs such as Avery Dennison, DuPont, Holst Centre, Kodak, Nano Dimension, Thin Film Electronics, Toppan Printing and Xerox PARC. Today, the development effort is, as Ersin Uzun, VP and director of the System Sciences Laboratory at PARC put it, not about beating silicon but replacing or complementing silicon wherever appropriate.

New and different form factors will come about, ranging from aircraft wings to automobile consoles to medical devices.

Widespread adoption of printed electronics will not occur in the very near-term. Certainly, performance and cost issues are inhibiting the printed electronics market’s growth but, as PARC’s Uzun points out, there are other factors at play. Potential highvolume users such as auto and aircraft manufacturers rightly require supply chains with multiple competitors providing equivalent products. Knowledge of the tech and how to build and operate the equipment is not evenly spread across the industry because the technology is still evolving. The software design and analytical tools that evaluate the potential

object as well as flexible displays and smart labels.

Digital and analog printing technologies are commonly used to produce the devices. Inks with materials including metallic conductors, nanoparticles and nanotubes that can be carried in a printable solution are printed one layer on top of another.

However, the output is held to much higher standards than conventional print products that are seen by the human eye. Printed electronics require manufacturing capabilities that are possible but

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performance of a printed electronic item are not robust. Rather than redesigning a conventional silicon-based electronic part, the ability to design for printed electronics (DfPE), while blending mechanical and electronic performance requirements and limits, must become commonplace.

How Close Are Printed Electronics?

First, the technology continues to evolve through the work of numerous labs and technology providers. Watch for not only hardware and material developments but also DfPE software advances.

Second, the investment required for not only the printing systems but also the printed electronics design software is out of the reach of most companies. Partnering with a specialist provider may be the most cost-effective market entry, enabling you to learn the tech as well as customer requirements.

Read More…

Third, most printing comFind article at panies are more likely to use PrintingNews. printed electronics within procom/21116479 duction processes than to produce printed electronics for sale.

Think about where printed, flexible and conforming sensors could provide your maintenance and management personnel with critical data about machine operation, as well as how wearables with printed electronics could improve your employees’ performance, health and safety. ●

Pete Basiliere provides research-based insights on 3D printing and digital-printing hardware, software and materials, best practices, go-to-market strategies and technology trends.

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TEXTILES ─ Digital Textile Printing

DIGITAL PRINTING UNLOCKS

THE

SUSTAINABLE

SUPPLY CHAIN

Now is the time to make textile printing sustainable.

By Debbie McKeegan

D Digital Print is now a viable alternative, available to all textile manufacturing businesses and print buyers. It offers incredible versatility and, most importantly, addresses the commercial needs of a marketplace that has changed beyond all recognition over the last 15 years.

(Source: Debbie McKeegan/Texintel.com)

Read More…

Find article at PrintingNews. com/21115615

igital textile printing has now been around for more than two decades and is seen by all as the future of print. Early machines were slow and unstable, offering a solution for product sampling and little more.

It has taken years of research and development to establish digital textile printing as a viable alternative to conventional screen printing for fashion and home furnishings. The development was held back for years by printhead and ink technologies, which were slow to catch up with the commercial digital print reform that we witnessed in the 1990s for digital paper printing.

It offers incredible versatility and, importantly, addresses the commercial needs of a marketplace that has changed beyond all recognition over the past 15 years. Digital print does, meter for meter, still cost more than conventional rotary print and yet, as a sector, it’s set for massive growth, predicted at 18% in the next three years globally. We have to ask ourselves, “Why?” There are a number of fundamental drivers that are fueling the growth in digital print technology. For manufacturing, the most important are sustainability, speed, flexibility and new emerging markets.

Undoubtedly, the biggest change lies within consumer behavior and the global push-back against two decades of fast fashion and a worldwide resistance to mass production. As a new generation of environmentally conscious consumers wields its buying power, the textile marketplace has had to adapt to restructure and consolidate the manufacturing supply chain and continues to do so. Software has facilitated this reform, and automation has a huge role to play.

The Eco-Conscious Consumer Sustainability is driving the agenda, and rightly so. Not so long ago, just being organic was considered “good enough,” but

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today’s consumer has an eco-conscience, and the cost-effective production system, it also offers an market must supply the products that they want to opportunity for the industry to dramatically reduce purchase. waste and energy consumption as well as improve The fashion industry is the second-biggest conour chemical and environmental sustainability. sumer of water, producing 20% of wastewater, But as the market gears up toward the eventual while also generating more greenhouse gas emisdigital switchover, there are issues with the sustainsions and using more energy than all international able supply chain regarding the raw components. flights and maritime shipping combined. Traditional Stella McCartney, a lifetime advocate for sustainprocesses of dyeing and printing textiles put huge able manufacturing, recently commented at the strains upon local ecosystems worldwide and the Copenhagen Fashion Summit on the poor availabilraw material resources of the countries in which ity of sustainable fabrics and components for those they operate. manufacturers that want to be greener. There It is well-known that digital textile printing has are huge gaps in the supply of core products with an extraordinarily low consumption of electrica green eco passport. And, what’s more, they are ity—it is typically 3.5% of screen printing’s energy often an expensive option. requirement. However, it is in its water usage Until the large brands that consume vast where the difference is really felt. Taking printed volumes of cotton and polyester switch to a policy cotton as an example, conventional reactive printof sustainable supply (and many have pledged to), ing uses between 50 and 60 liters of water per this will remain the case. Currently, digital print is meter produced in order to generate the color measured at between 5–7% of the global textile depth and fastness required. This water is then disprint marketplace; we are only at the beginning of charged as effluent into the local water system this journey. where the chemicals and dyes used pollute the local At present, sustainable products are not availenvironment, unless they are re-processed through able to the mass market at an affordable price and expensive effluent treatment plants. remain a “luxury” purchase with a premium price By contrast, digitally printed cotton virtually tag. The lack of readily available, affordable coneliminates the consumption of water and the dissumables also applies to the digital print induscharge of noxious effluents. try. Many ink suppliers offer, or are hurrying to Using low volumes of liquid dispersion develop, eco-friendly of pigment colors, digital print achieves inks. But what exactly similar physical results to traditional techdoes “eco-friendly” nologies without the huge environmental mean? It’s not good impact of rotary or flatbed printing. This enough to loosely use is because the ink used in digital textile a word to reassure printing is typically 10% of the volume the consumer as to used in screen printing. the precise composiPigment-based digital printing also tion of the raw comremoves the need for post-processing ponents in the prints water and energy usage, since colorfastthat they procure. ness is achieved by heat fixation alone as Consumers want opposed to lengthy steam fixation and detailed informaSustainability is driving the agenda, and washing off procedures. tion as to the chemrightly so. Not so long ago, just being icals that contact organic was considered “good enough,” but today’s consumer has an eco-conscience, and The Mass Market their skin. To meet the market must supply the products that Digital textile printing not only offers the growing needs of they want to purchase. the fashion industry an elegant and our future consumers (Source: Debbie McKeegan/Texintel.com)

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TEXTILES ─ Digital Textile Printing and the preservation of our planet, the print marketplace desperately needs standardization and clear certification.

It’s equally difficult to ascertain the chemical composition of printed cotton and polyester base fabrics as a printer (analog or digital). In order to digitally print cotton, for example, the fabric also has to be pre-treated with a chemical mix to fix the printed color to the surface of the cloth, but the base cloth may already contain numerous nasty chemicals added during regular textile processing. Buying consumables from a certified source is critical. The certification of the final product will vary depending on the ink, coating composition and coating method, in addition to the base fabric source.

Only when the entire supply chain is certified can we pass on a truly sustainable product.

A Clear Future The end user demands clarity, and it will soon be a requirement for all print manufacturers, large and small, to list the certifications that apply to their products. Currently, these critical details are neither regulated nor compulsory for the sale of many products, and the boundaries remain blurred for required end use.

However, there is light at the end of this complex tunnel; and various essential certifications for sustainability and ethical supply are now in the public domain—GOTS, Sedex, REACH, UL208, Bluesign and Oeko-Tex, to name a few—some of which have existed for many years within our industry and are becoming an increasingly popular—and important— requirement. Certification is now an essential marketing tool for manufacturers and retailers alike, but in the past would seldom have been used as it is today as marketing collateral. Many printers and print buyers now require certification to offer clients a responsible product with a sustainable integrity.

Sustainable supply and certification is a vast and complex issue. For many digital manufacturers new to the textile marketplace, it’s an essential learning curve that cannot be overlooked. Professional advice is essential.

In the fast-paced world of print-on-demand

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and just-in-time manufacturing, new skills are now required for efficient manufacturing. Digital printing technology has without a doubt, simplified the print process and now offers a viable, sustainable alternative to conventional print. We have removed forever many of the inefficient layers of the traditional process for manufacturing textiles; and my wish is that we now strive to remove the toxic chemicals currently used in textile fabric processing. Digital print technology is a versatile, fast, efficient and sustainable way of going about it, and it is definitely the future.

Collectively, we are now entering a new era of textile technology. And the truth is that in order to improve global sustainability, we must now develop new technologies that efficiently address recycling, circular design and sustainable processing, manufacturing and supply.

Creating sustainable products isn’t necessarily a green process. Recycling demands energy and water and creates waste. How we address and measure these issues will determine the future.

Consumers are willing to pay more for sustainability; how much more has yet to be determined.

As the millennial generation comes of age, buying sustainable products is becoming a primary reason for purchase. Today’s consumers and industry professionals demand sustainable products. As an industry, it’s our job to meet those demands and deliver against them. ●

Debbie McKeegan is the CEO of TexIntel.

As a multi-disciplinary creative and renowned digital print pioneer, she holds over 25 years’ experience within the Textile manufacturing industry.

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PRODUCT NEWS ─ News Trending About Wide-Format & Signage Lamp Express Launches Innovative Hand-held UV Meter UV monitoring is now easier than ever thanks to the LEXTRACTOR. Lamp Express took customer feedback and made it easy for anyone to read a UV meter. The LEXTRACTOR simply shows you the health of your lamp.

All you need to do is install the fiber optic coupling on your compatible UV equipment, connect that fiber optic to the LEXTRACTOR, and that’s it.

You’ll get accurate UV readings right there on your hand-held device.

Check your LEXTRACTOR weekly, and as long as you see green bars, your device is good to go. If you see orange, it’s time to order replacement bulbs from Lamp Express or an authorized retailer to keep your production running smoothly. ● Who’s the LEXTRACTOR for? ● Anyone in the manufacturing industry such as: ● Bottling Plants ● Hardwood Flooring Manufacturers ● Commercial Printing Firms ● 3D Printers ● And/or those who use UV equipment in their processes like: ● Offset Presses ● Flexo Presses ● Wood Finishing Equipment www.printingnews.com/21115536

Roland DG Release New Guide to Print and Cut Technology Since 1995, Roland DG has led the market for print and cut solutions. From the 2nd generation TrueVIS solutions, the SG2 and VG2 ranges of printer/cutters, to the LEC2-300 UV LED printer/ cutter, the company aims to boost productivity and versatility among their customers.

These new devices stand side by side with stalwart classics like the VersaSTUDIO BN-20 desktop printer cutter and the SOLJET Pro4 XR-640 high-speed printer cutter, and to help Roland users navigate this bountiful catalogue, the company has now released the new Roland Guide to Print and Cut. www.printingnews.com/21115785

Fisher Textiles Now Offers No-Bleed Black Liner Fabrics

Onyx Graphics Announces Global Launch of ONYX Hub 2.0

Fisher Textiles, the leading supplier of fabrics for digital printing, now offers several black liner fabrics with no-bleed yarns that are 100% colorfast and do not bleed or fade when washed.

Fisher Textiles, the leading supplier of fabrics for digital printing, now offers several black liner fabrics with no-bleed yarns that are 100% colorfast and do not bleed or fade when washed.

GF1707 Soft Knit Black is 100% Polyester, stocked 126 inches wide, weighs 5.1 oz/yd 2 and is flame retardant. It has a tight structure and high opacity with excellent durability.

Recommended for double sided banner liner or exhibit graphics, the no-bleed yarns used to manufacture this fabric ensure that it can be washed without fading or bleeding.

Business intelligence for wide-format print to make better business decisions Onyx Graphics, Inc., announced the global availability of ONYX Hub 2.0, the newest version release of the company’s award-winning business intelligence software. ONYX Hub helps business owners answer questions such as “how profitable am I?” or “what’s my actual waste?”, and is a unique approach to bringing real production data into a print shop to make better business decisions. ONYX Hub 2.0 introduces data protection with new secure server encryption and active user management controls to protect sensitive print production data and secure customer information. ONYX Hub 2.0 also introduces a new site-wide job submission capability from one central location, improving print processes and saving valuable production time to print more jobs per day.

ONYX Hub 2.0 is available now. New customers can try ONYX Hub 2.0 free for 30 days by visiting www.onyxgfx.com.

www.printingnews.com/21114483

www.printingnews.com/21114699

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PRINTING PULSE ─ 2019 Was A Good Year

THE 2019

By Richard Romano

Shipments

RESULTS ARE IN!

We can now officially pronounce 2019 a mighty fine year for the printing industry. The value of printing shipments for December 2019 was down from November—as we expected it would be—but not down as much as has been the case in recent years. At $6.95 billion, December shipments were down from November’s $7.03 billion, but far above the depths of 2017 and 2018. It’s not far below 2016’s $7.10 billion. So all in all December 2019 was an above-average December.

As a result, total shipments for 2019 came in at $82.6 billion, an improvement over 2018’s $81.0 billion, and the best year since 2016’s $88.7 billion.

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What are we predicting for 2020?

We are forecasting a little more of the same, at least for the near future. This is an election year—and a major and highly contentious one—which always helps goose various kinds of print, be they screen shops pumping out lawn signs, wide-format shops printing posters or commercial shops printing flyers and direct mail pieces. Yes, social media plays an increasingly large role in today’s elections, but there is still a very big place for print.

We are forecasting somewhat of a stasis, if not a modest increase, in the short term. (We are looking at 2020 coming in at ~$83.1 billion, according to our “Printing Outlook 2020” report.)

Some qualitative factors—both positive and negative—we have to keep in mind as we look ahead: ● A potentially slowing economy (negative) ● Growth of specialty/industrial/ textile printing (positive) ● Flexo renaissance and growth in packaging (positive) ● Further industry consolidation (negative) ● Election years (positive) ● The coming of 5G (negative) It has been remarked at recent shows that it “felt like 1997” again. That may be true, but some of us remember what happened only three years later, when we peaked at $156 billion and then subsequently lost one-third of the industry’s value over the course of the next decade. We’re not trying to be Gloomy Gus, but as the old chestnut goes, “Those who don’t remember history are doomed to repeat it.”

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Graphic Arts Employment In December 2019, overall printing employment dropped -0.2% from November, and on a year-over-year basis, it is down -2.4%. Production employment was down -0.5% from November to December (and -4.4% Y/Y) while non-production employment was down -0.1% from November to December—but actually up +1.7% Y/Y. This is nothing new, and is the continuation of an ongoing trend. Indeed, in our “Printing Outlook 2020” report, the employee-related challenge surround finding sales people, not so much production staff. And specific hiring plans for 2020 are more sales-centric than production-centric, suggesting a few things: 1. Recent historical challenges surrounding finding skilled production employees have largely resolved themselves.

2. Shops are relying either on more automation and/or the ability for one production person to operate different kinds of equipment.

3. Pre- and post-press functions are becoming increasingly integrated into the printing process, requiring less dedicated production staff.

There is likely some combination of these factors taking place.

Elsewhere, publishing employment dropped -0.3% from November to December, but year-over-year grew +1.3%. Newspapers again continued to take a hit employment-wise: down -9.0% from November 2018 to November 2019. Periodicals were not as bad, with a -2.9% decline in employment from November to November.

The creative markets, as is the fashion, are doing better than printing and publishing, and even direct mail was up +1.7% November/November.

The traditional hotspot, public

relations, is becoming less of a hotspot in recent months, and was only up +2.7% from November 2018 to November 2019. (Back in May, we reported that PR employment had been up +6.7% from March 2018 to March 2019. That level of employment growth in PR has not been repeated since.)

Among agencies, employment was up +0.6%, and if we back out PR, agency employment was up +0.3%. Graphic design employment was up +1.1%.

Automation may be a solution to the problem of finding elusive employees, if indeed production employees are as elusive as we have come to believe.

Sales people seem to be the challenge, at least as far as our survey is concerned, and it turns out that automation my help in that regard as well, as some top-performing print businesses rely on web-to-print, online storefronts and search engine optimization in lieu of human sales people. ●

Read More…

Find article at PrintingNews. com/21115125

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SOFTWARE & WORKFLOW ─ The Carpeted Area of Your Print Business Continued from page 29

Estimating ● Percentage of estimates that can be done by sales (OMG!—yes, measure your estimating department on making it easy for sales people to do their own simple estimates). This might mean creating price list pricing (OMG!—yes, the customer wants a price immediately and for some percentage of your work you should engage a human brain once to create the price list pricing and then let the software do the repeating calculations).

● A verage speed—estimating is a race. The first estimate submitted to a client wins (improving this average over time) ● Estimate-to-actual is a way to judge accuracy, but remember an “estimate” is an “estimate” and winning the job is better than taking three more days to get it perfect ● Win rate; yes, I think estimating should also be measured by win/loss rate. It’s a team effort. I’ve seen estimators who come up with really innovative ways to run/quote a job that surely impacts win/loss ratios.

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Accounting

Read More…

Find article at ● How long before we PrintingNews. invoice? Cash is the gas com/21115158 our businesses run on.

Late invoices delay the delivery of gas to the business and slows it down. ● How long does it take to close a month? A quarter? A year?

Sales ● New customers; new revenues ● Profitability of their jobs Every one of these “carpeted areas” can be optimized like your production floor. It takes first setting goals (because you need a target to optimize to), documenting current processes, and then incrementally improving them so that the metrics start to improve. Goals and processes should be built to encourage different behaviors. For example, as soon as estimating understands the importance of speed (and you start measuring it), they will make judgement calls about how much time to spend and they will figure out how to automate the simple estimates so they have more time for the complex ones.

The carpeted areas of your business all have another thing in common (other than carpet)—they all touch the customer in some way.

The customer’s perception of your business is the most important perception. If a customer waits on customer service response, estimates, invoices, and general responses from your team—the perception is that you don’t care about them. The carpeted area of your print business needs optimization because they need as much time as possible to focus on the customer’s perception. ●

Jennifer Matt writes, speaks, and consults with printers worldwide who realize their ability to leverage software is critical to their success in the Information Age.

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Continued from page 25

of course, we had a centerfold every month like, but unlike, Playboy.

High Times was, without a doubt, a master training school of young publishing talent. Many great publishing professionals got their start there.

From the original graduating class, Art Director Diana LaGuardia won awards for best design while at Conde Nast and the New York Times; while the late, great Toni Brown became art director of People Magazine. Some of our graduates conquered ad agencies as Senior VP’s. Ed Dwyer, the first editor of High Times, went on to a fine career, as many High Times graduates did. Ed was a top editor for companies such as AARP the Magazine, Penthouse, Los Angeles Magazine and Whittle Communications.

Another early High Times editor was Larry “Ratso” Sloman, who made a career writing books on Dylan and Houdini, and whose best-sellers, “Private Parts” and “Miss America,” were in collaboration with Howard Stern. One member of the first graduating class of High Times even publishes the world’s oldest e-newsletter, not a small accomplishment in itself.

Did you know that High Times was one of Quad Graphics’ earliest clients?

Did you know that Larry Flynt’s magazine Hustler started the same year as High Times? Larry Flynt and High Times agreed to distribute their titles on the newsstands when he launched Flynt Distribution. High Times was the first magazine I am aware of to shift from outsourced typesetting to an in-house Compugraphic system. This was a huge

move when you consider that we went from hot lead, just like Gutenberg used, to photographic typesetting then called cold type.

We experimented with various paper stocks and specialty inks and new cover coatings. We had, to the best of my knowledge, the first full-color newsprint section in a national magazine. We called it the High Witness news. We had an association with Andy Warhol who helped design several of our covers and was himself on the cover at least three times. Other High Times cover stars were Mick Jagger, Dr. Hunter S. Thompson, Johnny Rotten, Truman Capote and the quintessential Cheech and Chong. Debbie “Blondie” Harry thanked us for her first national magazine cover.

Arnold Schwarzenegger’s first non-muscle magazine cover was also, you guessed it, at High Times.

High Times paved new journalistic grounds and pushed the power of print while opening the door for other national alternative magazines. But I would say we weren’t ahead of our times, rather exactly on target for both our times and the pulse of the nation. Now the radical experiment in journalism is 46 years old.

I salute the peers of my graduating class for a job well done. I also applaud the next and future generation of cannabis media pioneers. ●

Bo Sacks is a veteran of the printing/publishing industry since 1970. He is a columnist and lecturer. His fun and extremely informative presentations cover the technological past, present and future possibilities for publishing at the digital edge.

Read More…

Find article at PrintingNews. com/21114849

(Above) The cover of the first issue was a woman eating a mushroom.

(Left) High Times was very purposely modeled after Playboy.

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                                                           

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Aurigma .................................................... 11 PrintingNews.com/12333994 aurigma.com; 800.661.8190

OKI Data Americas Inc .............................5 PrintingNews.com/10013323 oki.com/US; 972.891.3304

Canon Solutions America ...............15, 43 PrintingNews.com/11329288 pps.csa.canon.com/services; 877.623.4969

SmartSoft ................................................. 29 PrintingNews.com/10004777 presswise.com; 888.227.7221

Drupa ........................................................ 67 PrintingNews.com/21060579 www.drupa.com Lintec. ....................................................... 45 PrintingNews.com/10006436 lintecofamerica.com; 800.806.8977 Magnum Magnetics . ............................. 49 PrintingNews.com/10006517 magnummagnetics.com; 800.258.0991

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For more information visit, PrintingNews.com/10003895

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Folders

Mutoh America ....................................... 25 PrintingNews.com/10006791 mutoh.com; 480.968.7772

Signs 365.................................................. 68 PrintingNews.com/10449454 signs365.com; 800.265.8830 Trotec Laser ............................................. 55 PrintingNews.com/12307487 troteclaser.com; 844.333.3757 Xante ...........................................................2 PrintingNews.com/10008689 xante.com; 251.473.6502 Zund .......................................................... 19 PrintingNews.com/10008759 zund.com; 414.433.0700

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MARKETING & TECHNOLOGY ─ Target Marketing

UNDERSTANDING PERSONAS The psychology of marketing

I

just watched a fascinating webinar called “6 Principles of Marketing Persuasion: How to Use Psychology to Connect with and Retain Loyal Customers,” based on a model for buying psychology by Dr. Robert Chaldini. These six principles are scarcity, reciprocity, authority, social proof, liking and consistency. According to Chaldini, they are key motivators for buying behavior.

The principle that struck me most was “liking.”

The idea behind this principle is that the more you look like someone, the more likely it is that you will be persuaded by them. This helps to support the value of targeting in a way that’s worth understanding more deeply.

In explaining the principle, Nick Mason, founder and CEO at Turtl, which sponsored the webinar, cited a study from the 1970s. The goal of the research was to observe how the appearance of the researcher impacted the results. To do this, researchers stood on the streets of San Francisco and asked passersby for a quarter to make a phone call. In some cases, the researcher wore hippie clothes. In other cases, the researcher wore a business suit. What the study found was that people were more likely to respond to the “ask” when the researcher was dressed similarly to themselves. Hippies were more likely to give quarters when the researcher was dressed like a hippie, and business people were more likely to give quarters when the researcher was dressed in a suit.

“The more we are like someone, the more they like us and feel they can build a bond,” Mason said. “This dramatically affects our ability to persuade them.”

This, Mason argued, is why it’s so important to identify and create personas in marketing.

Personas are broad categories of buyers that can be identified, not just by demographics, but by psychological make-up, motivators, lifestyle and other factors that create a commonality. To help us see these personas as real people, they are often given names. Let’s say you are selling to moms. You might be targeting three personas:

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● Brenda: Single mom with two children, stressed at work, tight budget, worried about being a good mom and needing time to herself ● Stephanie: Married mom, two kids, executivelevel job, working long hours and concerned about work-life balance. ● Pam: Stay-at-home mom with three kids, running a side business, and prioritizing spending maximum time with her children while they are still at home The marketer creates communications directed at each persona that match her priorities, needs and Read More… motivations. Once these perFind article at sonas and corresponding PrintingNews. com/21115742 messaging are created, the marketer identifies the real women in their database that match each of these personas and mails accordingly.

Traditionally, we think of this in terms of creating relevance. The more relevant the messaging to each woman, the more likely she is to respond to it.

If it were just relevance, then it wouldn’t matter, say, whether the image on the mailer is a man or a woman, the same ethnicity and living in a similar location. As long as the life circumstances are the same, the relevance itself should be the same. But “liking” suggests that these details do matter because there is a natural gravitation toward people who look like you.

The more we understand buyer motivations and behavior, the more effective our marketing can be.

The principle of “liking” adds to the discussion in a helpful way, reflecting another facet in the diamond that is buyer psychology. ●

Heidi Tolliver-Walker has been a commercial and digital printing industry analyst, feature writer, and author for more than 20 years. Her industry commentary can be found in national printing publications, blogs, and marketing publications.

WhatTheyThink - Wide-Format&Signage | March 2020

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