March 2011 - Green issue by Graphic Arts Magazine

March 2011

Vol. 14 No. 2 $7.95

DONâ&#x20AC;&#x2122;T GO GREEN ...be sustainable

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March 2011 Magazine

Don’t be green

GRAPHIC ARTS MAGAZINE is published ten times per year by B.K.L.K Inc. 72 Main St. Mount Albert, ON L0G 1M0 Phone: 905-473-9111 Fax: 905-830-9345 Outside Toronto: 1-877-513-3999 e-mail: info@graphicartsmag.com www.graphicartsmag.com Submission deadlines are as follows: March 14 for April 2011 April 15 for May 2011 Publications Mail Agreement No. 40029380 Return undeliverable Canadian addresses to: Graphic Arts Magazine, 72 Main St. Mount Albert, ON L0G 1M0 email: circ@graphicartsmag.com

Publisher: Joe Mulcahy Associate Editors: Natalia Gilewicz

Kristen Read Copy Editor: Mandy Bayrami Senior writer: Tony Curcio Columnist: Diana Brown Production Manager: Barb Vowles Account Managers: Maureen O’Sullivan Sandy Lee Tim Mulcahy Classified Manager: Bruce MacLean Creative Director: Javad Ahmadi AliveProStudios.com Layout: George Dedopoulos CTP supplied by: Sina Printing Paper: SNZ Trading Inc. Printing: Sina Printing GRAPHIC ARTS MAGAZINE would like to thank our contributing writers: Diana Brown • Tony Curcio • Natalia Gilewicz • Rod Jones Andrea Mahoney • Gail Nickel-Kailing • Myrna Penny Kristen Read • Kelley Robertson • Cindy Thai • Ruth Tupe 2011 EDITORIAL BOARD

Javad Ahmadi, AliveProStudios.com Ernie Bardocz Danny Ionescu, HP Evan Cambray, Spicers Steve Klaric, Heidelberg Canada Jana Lucatch, Magnum Fine Commercial Printing George Mazzaferro, RP Graphics Group Brian O’Leary, Kwik Kopy Angus Pady, Digital Solutions Paul Tasker, Spicers

Don’t be green . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Gail Nickel-Kailing

...be sustainable

22 For the record . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Tony Curcio

Lawrence Robinson from Agfa Graphics

24 Marketing 101 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Diana Brown Marketing maven tips

30 Product Profile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Diana Brown Eco-friendly products

28 For your print information . . . . . . . . . . . . . . . . .

Cindy Thai and Ruth Tupe

Paper making

34 CHILI Publish . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Andrea Mahoney

A hot online publishing product

38 Magic or interactive print? . . . . . . . . . . . . . . . . . . . . . . . . . Myrna Penny QR codes, Augmented Reality and more

42 How to block the competition . . . . . . . . . . . . . . . . . . .

Kelley Robertson

Keep your customers with these strategies

44 Ryerson GCM’s Colloquium event . . . . . . . . . . . . . . . . .

Natalia Gilewicz

Highlights from the event

48 So you want to be in the mailing business? . . . . . . . . . . . .

Rod Jones

Adding to your revenue stream

50 Seven obstacles to fast, accurate bindery estimates . .

Norm Beange

Avoid these for better results and less waste

Installations & Investments

36 .comments CMCA AUDITED

Opinions expressed in this magazine are not necessarily intended to reflect those of this publisher. Graphic Arts Magazine accepts no responsibility or liability for claims made for any product or service reported on or advertised in this issue. Graphic Arts Magazine also reserves the right to limit liability for omissions and errors to a printed correction in the next issue.

46 List of advertisers 47 Classified

SUBSCRIBER’S NOTICE: From time to time we may rent our mailing list (names and addresses only) to select third parties whose products or services may be of interest to our readers. Please contact us should you wish to be excluded from these mailings using the contact information at the top.

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When making submissions, please forward to the following email addresses: ADS ads@graphicartsmag.com NEWS news@graphicartsmag.com CLASSIFIED classified@graphicartsmag.com ARTICLES articles@graphicartsmag.com INSTALLATIONS installations@graphicartsmag.com SUBSCRIPTIONS circ@graphicartsmag.com

Joe Mulcahy

Publisher’s note We’re witnessing history. The uprisings in the Arab world continue to spread and at press time, revolts have already spread to Libya. These freedom movements underscore the tremendous influence of social media. WhatTheyThink.com recently published a 63-page report that examines Twitter, Facebook, You Tube and other social media that printers should be using to better communicate with current and potential customers. The report also examines websites, e-mail, blogs, podcasts and so on. Visit the website to learn more.

Semper International, a placement company for the graphic arts and printing industry in the U.S., feels the economic recovery may already be underway for printers as 73 percent of companies it surveyed reported good fourth-quarter profits. Let’s hope that trend continues in Canada. Also, a recent Ipsos-Reid/Canadian Marketing Association report revealed that about 66 percent of senior managers in North America are extremely interested in digital marketing, especially as a cost-effective way to reach consumers.

Students and printers attended the Seventh Annual Colloquium, Envision and the Future of Print, in Toronto recently. Hosted by the third-year class of Ryerson’s Graphic Communication’s Management program, keynote speaker Matthew Alexander of Colour Innovations discussed printing and the environment, reviewed Colour Innovation’s long history of environmental leadership and its efforts to become the first Canadian member of the Sustainable Green Printing Partnership. For more information, see page 44.

The On Demand Expo & Conference is set for March 22 – 24 at the Walter E. Washington Centre in Washington, D.C. Place Bonaventure in Montreal will once again host this year’s Grafik’Art Show April 14 – 16. Be sure to stop by our booth and say hello. Finally, the PACEX (Packaging and Processing) Show will be held in Toronto June 21 – 23 at the Congress Centre. Lastly, we’re proud to announce the creation of our new Online Directory. This is your chance to get in front of 6,000-plus printers with the click of a mouse. Visit www.graphicartsmag.com to find out more.

Newspapers and book publishers take note. Rupert Murdoch has launched the world’s first iPad-only newspaper, The Daily. And if you go by Amazon.com’s figures, sales of Kindle ebooks have already exceeded that of hardcover books and paperbacks sold on its popular website.

And, as always, stay positive and stay focused. Joe Mulcahy Publisher, Graphic Arts Magazine joe@graphicartsmag.com

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Sustaining a sustainable business bottom line, he explained. In such cases, it can become a balance between investments that will pay back quickly and those that will take some more time. The key is that the consumers need to demand an environmentally-conscious product, as well as be willing to pay for it. Alexander believes that in addition to the fact that the next generation of your printers is going to be more sensitive to environmental impacts, currently, shareholders of large corporations are also pushing for change. This is why they are continuing to innovate in being greener and attain further certification at Colour Innovations.

As we head toward spring, we hope you enjoy our yearly “green” issue of GAM. As the tradition for the yearly issue continues, it also evolves. This year, Gail Nickel-Kailing guides you to a betterrounded interpretation of “green” and explains how to be more sustainable. There are different types of sustainability: economic, environmental and social, to name a few. Sustainability is a concept that is a critical part of every business. To be successfully sustainable means to have longevity, to offer quality products at a profit, while improving the community and not harming the environment. That is a long and challenging list of goals. Gail focuses on the environmental aspects of becoming sustainable, urging you to move beyond just compliance.

When making business decisions, there are always pros and cons in every choice. At the end of the day, however, it is important to do what’s right. Making sure that your company’s choices are earth friendly will mean just that. Moreover, it will better position your company for the very shift in customer preferences and beliefs that Alexander describes. We hope that you will find at least a few helpful ways toward sustainable business. A big congratulations to Graphic Communication Management third year students at Ryerson for a highly successful colloquium event!

The issue features some great interviews and information about companies like Hemlock and Metrolabel, who have made sustainability a part of their core business. We know that creating opportunities that are both environmentally friendly and sustainable is a big challenge. Recently, I heard Matthew Alexander, the president and CEO of Colour Innovations, speak about innovation and sustainability. As one of three keynote speakers at this year’s GCM Colloquium entitled Envision (more details in this issue), Alexander shared his company’s experience moving forward toward SGP certification (discussed further in Gail’s article). While some investments in environmentally-responsible practices yield immediate returns, such as blanket wash recycling system, others, like setting aside human resources for reporting, are not directly beneficial to the

Natalia Gilewicz is a full-time Assistant Professor in the School of Graphic Communications Management at Ryerson University. Her teaching concentration is in areas of prepress, typography, and layout. In her research, she studies e-print and its applications. Contact her at ngilewic@ryerson.ca

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Installations & Investments

Pictured with the turner is Dave Monette, VP Manufacturing and George Hurley, VP sales and partner of CJ Graphics.

Douglas Printing’s Brad Clark, prepress manager; Blair Stotyn, operator; and Barry Burke, general manager, in front of the new HP Indigo 5500

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CJ Graphics has recently installed a Busch Pile Turner, purchased from Canadian Printing Equipment. The acquisition is equipped with airing, jogging and aligning. CJ Graphics says the device is greatly improving productivity on their highly automated sheetfed press lineup.

Founded in 1902, Douglas Printing has a long tradition of service and quality in Western Canada. The Edmonton-based business has recently invested in an HP Indigo 5500 digital press in order to “provide real time solutions for customers of today and tomorrow.” The company says it chose the HP Indigo for its high quality, great track record and fantastic support.

Pierre Lasselle, owner, and Marylene Gagnon, co-owner, with Opale Impressions’ new Standard Horizon AFC-564A automatic folder

Standing next to Reprodux’s new Duplo DC645 slitter/cutter/creaser is its operator, Zoe Knight

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Opale Impressions has recently installed four new pieces of equipment at its Quebec-based location. An MGI Meteor DP60, an MGI Digital Finisher 360, A Standard Horizon VAC100 automatic bookletmaking system, and a Standard Horizon AFC-564A folder all have a new home at Opale Impressions. With these new pieces of equipment, purchased through Canadian distributor KBR Graphics, the company says it can now produce jobs that are suited for the most challenging production demands.

Reprodux Printing has recently installed a new Duplo DC 645 slitter/cutter/creaser into its North York, Ontario-based location. Purchased through distributor Sydney Stone, the DC645 will help facilitate production of the company’s high volume business card and template-based on-demand print jobs. The DC645 performs up to 6 slits, 15 cuts and 10 creases in one pass, at speeds of up to 26 sheets per minute.

March 2011 | Graphic Arts Magazine

www.graphicartsmag.com

Kristen Read

The first iPad-only daily newspaper: a closer look

of it all is its use of video, Twitter feed boxes (more than half of which are entirely superfluous, placed there because they can, not because they should), the occasional “tap here to read the caption” feature, a local weather display telling you what’s happening outside your window RIGHT NOW, and the limited ability to comment in/share pages – but these are added layers to what is clearly essentially a print product with bells on. There is no live reporting, no updated feeds from their correspondents, no new stories throughout the day. Nothing to make it feel ‘live’ and digital.”

In mid-February, the world got its first iPad-only publication. The Daily, a long-awaited project from news icon Rupert Murdoch, is an online newspaper designed specifically for Apple’s tablet device. While some are calling it revolutionary, others have been giving a lot of tough criticism. The Daily is an app that can be downloaded for free on an iPad, bringing the latest news to users’ fingertips each day. A weekly subscription costs $0.99, or sign up for a year at $39.99. The press release says it “gives readers everywhere the engaging experience of a magazine combined with the need-to-know content of a newspaper and the immediacy of the Internet.”

“…Right now, it feels like it’s trying so hard to be all things to all men and women, frothy yet serious, fashionable and sporty – without having enough of any of the above to satisfy anyone. And most damning of all – its weakest section by far is the news,” continues Losowsky.

As soon as it was available for download from Apple, the Internet was abuzz with reviews – both good and bad. Let’s start off with the good:

Whether or not The Daily will be a success still remains to be seen. John Martellaro of MacObserver.com has this to say, in summary: “If The Daily can appeal to a wide audience, showcase the best technology of the iPad, and simplify the lives of its readers who are hungry for literacy and insight, then it will be worth every penny and become a runaway success…And even if The Daily fails, by any arbitrary standard, it will be a thoughtful signpost for the road ahead.”

John Reinan, writer for MinnPost.com says: “The Daily is intensely visual. Brimming with photos and videos, it’s mesmerizing. There’s text, to be sure, but the experience is based more on absorbing visual information than it is on reading. Pages and sections aren’t always clearly delineated, so you’re encouraged to skip around to whatever pops up next.”

Top 10 most significant trends to impact Canada in 2011: Deloitte

According to CNET News, Apple big-wig Steve Jobs is even a fan of The Daily app. Rupert Murdoch himself reportedly said: “He did call me last week and he did say that he believed the app was really terrific. He was really flattering.”

Deloitte Canada, one of the country’s leading professional services firms, recently released its predictions of the most significant trends that will impact Canada in 2011. The Technology, Media & Telecommunications (TMT) report outlines 10 trends that will directly affect Canadian businesses and consumers.

While the concept of an online iPad-only daily newspaper can be considered revolutionary, many bloggers and tech gurus have taken to the Web to express their disappointment in this app. Jeremy Leslie, creative director at MagCulture.com writes: “It’s so shockingly poor all I can say is this: whatever your views on the concept of a daily iPad newspaper – and there are plenty who think the idea absurd – I hoped it might at least throw some radical ideas into the iPad publishing design melting pot. Unfortunately, that’s not the case.”

Here is a summary of five of the most key predictions from Deloitte’s TMT top 10 report for 2011: 1. Smartphones and tablets: more than half of all computers aren’t computers anymore. Over 50 percent of computing devices sold globally in 2011 will not be personal computers (PCs). The year 2011 marks the tipping point as we move from a world of mostly standardized PC-like devices to a far more heterogeneous environment. In this new era, price, performance, form factor and other variables will be diverse. The cost for IT departments to manage a mixed network of PCs and non-PCs is likely to be much higher.

So what exactly is so bad about The Daily? Here’s Wall Street Journal writer Andrew Losowsky’s opinion:

2. Tablets in the enterprise: more than just a toy

“The Daily is very strange. Firstly, the structure, and the design, feel very much like print. It is intended to be flicked through, every page of it, and the design and typesetting are as print as you can get without digging up a zombie Gutenberg.

In 2011, more than 25 percent of all tablet computers will be bought by enterprises. A key challenge will be deciding whether to support multiple types of tablets or standardize on a single type. Certain industry sectors, such as retail, manufacturing and healthcare, seem poised to use tablets in large numbers. 3. Operating system diversity: No standard emerges on the smartphone or tablet By the end of 2011, no operating system (OS) on smartphones and tablets will have a dominant market share. Media companies will face the challenge of picking and choosing their platforms, as

The only non-printness

March 2011 | Graphic Arts Magazine

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CPISC releases new study on Canadian printing industry’s workforce

no app can address an entire market. Publishers will probably need to prioritize some audiences over others, or exclude some entirely.

The Canadian Printing Industries Sector Council (CPISC) has released its latest report: Bridging the Gaps. The study examines skill gaps in the printing and graphic communication industry’s workforce.

4. Social networking advertising: how big can it get? Social networking ads grow, but remain below one percent of global advertising revenues. Social networks are likely to surpass the milestone of one billion unique members in 2011 and deliver over two trillion advertisements. However, the advertising revenues directly attributable to social networks may remain relatively modest compared with other media.

The Skill Standards report takes a hard look at the actual skills of printing employees, compared to the skills that are required of them. Fellow Co-Chair Jeff Ekstein explains: “Bridging the Gaps identifies gaps so we can support and cultivate a more highly-skilled workforce through a training-delivery model developed specifically for the industry.”

5. Television’s “super media” status strengthens The future of TV is TV: PVRs, Internet TV and other media do not threaten, replace, or even compete with traditional TV – they complement it. Viewers around the world will watch 140 billion more hours of television than last year. Television is likely to retain its status as the media that most powerfully influences content creation in other media sectors. It should remain a key driver of the book trade.

“The most startling finding is that although press operators possess the required operating skills, gaps exist when comparing the current and required core skills,” says CPISC Co-Chair Duncan Brown. “For example, 39 percent of web offset press operators require teamwork skills to take on leadership roles and promote teamwork within an organization, and 34 percent of digital press operators lack workflow process control skills to apply scheduling principles and analyze and interpret production performance.”

Unraveling the Red Tape

Canada’s Prime Minister, Stephen Harper, visited Toronto’s Harmony Printing in January. He came to announce the “Red Tape Commission” – an initiative designed to help Canadian businesses reduce paperwork and bureaucracy. “The way to keep this economy growing is to keep taxes down for businesses and consumers,” said Harper, from the pressroom floor at Harmony Printing on January 13, 2011. “[Red tape] is a hidden tax and a silent killer of jobs[…]Sometimes we believe the best thing that government can do is simply get out of the way.”

The in-depth report covers four sections: who CPISC talked to, what they found, what gaps exist and how they’re going to bridge the gaps. It is very informational for employers and employees alike. The full report is available at www.cpisccsic.ca for download.

Sixty-third TAGA Conference

So, Harper announced the Red Tape Reduction Commission, which aims to reduce some of the administrative burden that the Federal Government requires of small and medium-sized businesses in Canada. The Canadian Federation of Independent Business (CFIB) estimates that current regulations and paper burden cost the Canadian economy $30.5 billion every year.

The Technical Association of the Graphic Arts (TAGA) is the only international conference for the graphic arts industry that features technical papers on research straight from the laboratory, studies from the pressroom and software and systems engineering studies. This year, the TAGA Conference is from March 6-9, in Pittsburgh, Pennsylvania. A recent press release from the Association notes that the conference agenda “delivers value to pressroom management, paper and ink specialists, prepress, micro technology, graphic arts educators and research and development.” Here is a list of some of the session topics:

“Canadian businesses spend billions of dollars each year adhering to regulations,” added Harper. “We need to look at where and how we can reduce these costs and this red tape burden, especially on small businesses[…]This initiative will help ensure that they can grow, prosper and create jobs without being impeded by unnecessary government regulations.”

- A n investigation into Inner-Image Process Control for Newspapers -P rint Quality of Laser-Engraved Cliches for Pad Printing -D e-inkability of Paper -M icro-Reflectance Measurements of Multiple Colorants in Halftone Prints - Key Factors Affecting Colour Reproduction on Polyester Fabrics using Heat-Transfer Printing - Cloud Printing: An Inventory

The Commission will start by consulting with Canadians and Canadian businesses to identify “irritants” that currently are having a detrimental effect on growth, competitiveness and innovation. Roundtable meetings have been organized across the country. The Commission will then investigate the costs associated with these federal regulations, and find solutions that will reduce the overall burden.

Among the list of respected speakers is Ryerson University’s Dr. Martin Habekost. Conference attendees will also hear from Quanhui Tian, Shanghai Publishing and Printing College; John Seymour and Steve Tiltman, QuadTech; Dr. Anthony Stanton, Carnegie Mellon University; and Chuck Gehman, Mimeo.com.

If you would like to add your input to the Commission, tell them what you think by providing feedback at www.reduceredtape. gc.ca (Deadline for submissions is March 31, 2011). Your suggestions will help the Commission develop recommendations to the Government on where and how to cut red tape.

March 2011 | Graphic Arts Magazine

For more information on the 63rd annual TAGA Conference, visit taga.org

www.graphicartsmag.com

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Heidelberg and Ricoh announce new partnership

RIT, Bank of Canada and others invest in Avanti technology

Canada’s Avanti Systems has announced that several leading U.S. and Canadian organizations have recently invested in its technology.

In late February, Heidelberg announced a new global strategic partnership with Ricoh, a leader in digital production printing. Under the agreement, to commence in April 2011, Heidelberg will be able to sell Ricoh’s latest colour digital press, The Ricoh ProTM C901 Graphic Arts Edition.

A press release explains that Avanti realized a remarkable quarter with the addition of Strategic Content Imaging, RIT (Rochester Institute of Technology), The Bank of Canada, Lak Advertising, Runbeck, Print Facility, Lithexcel, Plastic Printers, Capital Printing and Forms, and Blue Cross Blue Shield of Michigan, among others.

Both companies have agreed to enter into a global distribution contract for Ricoh’s Production Printing portfolio, including Ricoh services and support. The first markets to see the collaboration will be the UK and Germany, and international completion is slated to coincide with drupa 2012.

The company, a leading provider of Print MIS and Web-to-Print solutions, announced its first quarter revenues are up 23 percent over the previous year. The Canadian-based company has been in business for over 26 years. Its solutions are JDF certified, fully integrated and extend from web-to-print through to production and billing.

A growing number of offset printers are considering entry into the digital world in order to expand their businesses. A press release from the recent announcement explains:

“Customers are now looking to the future and are eager to make changes that will have long-term organizational impact on productivity and customer satisfaction,” says Patrick Bolan, CEO of Avanti. “We are seeing a shift in the way that printers look at MIS technology; in the past the focus was on basic MIS functionality (i.e. estimating, job costing etc.). Now the focus is on tools that help automate the sales team, integrate multiple Web-to-Print systems and help printers get closer to achieving zero-touch workflows through digital print automation.”

Digital printing continues to grow as commercial printers extend their business models to offer marketing services, short run color, and same-day service. Offset printers are increasingly seeking to complete their portfolios with a flexible digital solution integrated into their existing high quality offset environment. Many opportunities for growth in today’s graphic communications industry lie within digital printing technology. Ever since Heidelberg announced nearly a year ago that it had a digital printing market strategy in the works, the industry has been speculating on the details with great curiosity. The company had previously entered this arena in a partnership with Kodak to develop the NexPress, however, Kodak has since taken over the project.

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Your perfect connection to the printing and graphic arts industry

Mr. Gleue, highly honoured by the ink industry, was a past president of the Canadian Printing Ink Manufacturer’s Association, and a member of the Supervisory Board at Ryerson University’s GCM program.

Now, Heidelberg is making major moves again in the digital direction. Last month, the company announced a new agreement with EFI, in which Heidelberg USA will distribute the VUTEk GS series of super-wide format digital printers. In late 2010, offset manufacturer manroland made a similar move, partnering with Océ to extend its market reach into inkjet printing solutions.

Canadian Sign Supplies inks deal with Mutoh in Western Canada

“In today’s climate it is important that commercial printers have the right tools to be versatile, and meet both long and short run requests,” says Mr. Shiro Kondo, President and CEO of Ricoh. “This partnership demonstrates [Heidelberg’s] confidence in our digital technology...Together, we are in a strong position to support businesses seeking to extend their existing equipment and services with a digital solution.”

Canadian Sign Supplies has reached an agreement with Mutoh and will be its exclusive Western Canada dealer (and provide technical support) for Mutoh’s ValueJet 1628TD/2628TD Textile Printer. The printer was recently installed in CSS’s headquarters in Burnaby, British Columbia.

Heidelberg’s and Ricoh’s future plans reportedly include integration with Heidelberg’s Prinect workflow solution, as well as joint development activities for future printing applications. Schrier additionally notes: “With this new partnership we will also address customer demands in the broad spectrum of hybrid print applications, i.e. the combination of offset and digital printing within a single print product.”

The ValueJet TD is designed for soft-signage applications for both polyester fabrics and dye-sublimation paper – such as POP displays, tradeshow graphics, museum fine art and wall murals.

The passing of Lorne Patterson

The British Columbia Printing and Imaging Association (BCPIA) sadly reported in February the passing of board member Lorne Patterson. Mr. Patterson suffered a fatal heart attack while at his holiday retreat in Puerto Vallarta, Mexico at the age of 61. Lorne is remembered by many in the printing industry throughout Canada.

Industry mourns the loss of Winfried Gleue

On Saturday, January 29th, 2011, respected industry professional Winfried Gleue passed away suddenly at the Brampton William Osler Hospital. He was 66 years old.

Mr. Patterson had a lengthy and successful career with Bowne Canada, and retired in 2006 in the position of Managing Director - Financial Print Canada. Afterwards, he started his own company called Patterson & Associates, where he worked with senior management and operating staff in printing companies throughout Canada, the US, Europe and Asia.

Winfried Gleue started his printing ink career in Germany, where he was born in 1944. In 1980, he immigrated to Canada with his family as president and CEO of Hostmann-Steinberg North America.

March 2011 | Graphic Arts Magazine

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Your perfect connection to the printing and graphic arts industry

Eco News

Heinz Canada Heinz set out on a goal to reduce the company’s emissions of GHG, especially carbon dioxide. It traded in its glass bottle of Renee’s Gourmet salad dressing for a plastic option. The plastic package is recyclable, and its lighter weight means that Heinz is reducing its energy consumption during transportation, from its manufacturing plant in St. Mary’s, Ontario, and in distribution to customers. The company has reduced its GHG emissions by 16.2 percent in Canada.

Green Business Summit: one year later

On February 10 of 2010, Walmart Canada held a Green Business Summit in Vancouver. The challenge was for companies to implement a new sustainable initiative in their businesses over the next year. Companies that committed to the challenge at the summit include: 3M Canada Bissel Inc. Canadian Tire Coca-Cola Canada Greenomics Corporation Hallmark Canada Hewlett-Packard Canada HJ Heinz Home Depot Canada Kraft Canada Kruger Products Ltd Maple Leaf Foods

Dozens more case studies for the participating companies are featured at ShareGreen.ca

McDonalds Canada Nature’s Grilling Products Nature’s Path Foods Naya Water PepsiCo Foods Canada Projecting Change Film Festival Richelieu SC Johnson and Son Ltd. Spin Master Inc. Staples Canada Inc. Unilever Canada Inc. Walmart Canada

“These results show that Canadian companies can make significant and tangible differences by adopting greener business practices,” said David Cheesewright.“They also show companies can cut costs and create new revenue streams while doing it. We applaud the companies that took on this challenge because their commitment impacts millions of Canadians.”

WWF launches Check Your Paper Recently launched by the World Wildlife Fund is a global benchmarking tool for pulp and paper products. Called Check Your Paper, the online database will help paper buyers find products with the lowest environmental impact.

These companies, by signing the commitment, promised to implement a new sustainable initiative in their business over the next year. The sustainable business practices were shared on ShareGreen.ca, launched by Walmart Canada one year ago.

The Check Your Paper tool rates the environmental quality of the paper-making process for a given product, including how well forests supplying fibre are managed, use of recycled fibre, fossil CO2 emissions, waste going to landfills and water pollution from mills. Paper manufacturers can voluntarily rate and post their products’ environmental impacts online. Companies such as M-Real, Arjo Wiggins, ITC Limited Paper Boards and Specialty Papers Division, Mondi, Lensing Paper, SCA, Steinbeis Papier, Tullis Russell and UPM have already gotten on board with the project. The environmental profiles of around 100 paper products with “good” or “excellent” environmental score ratings can be found on the WWF site called checkyourpaper.panda.org.

At the summit, Walmart Canada’s President and CEO David Cheesewright said: “We have a great opportunity to usher in a new era of collaboration and sharing when it comes to green business practices. While much work still needs to be done, there is already some strong sustainability work happening across Canadian organizations. Our hope is that the launch of ShareGreen will be a first step to help capture green practices and drive collaboration.”

“We believe this new database will help paper buyers choose the most environmentally-friendly papers on the market,” says Rodney Taylor, forest director, WWF International. “WWF invites all paper buyers to check the tool before purchasing and encourage other paper-makers to join Check Your Paper.”

Now that it’s the Spring of 2011, here is a look at some of the results of the challenge, one year later: Kraft Foods Kraft, partnering with Terracycle, initiated a program to take packaging waste from schools and “up-cycle” it to produce high-quality merchandise like backpacks, tote bags, yoga bags, umbrellas and kites. This cuts back on the waste going to Canadian landfills. To date, Kraft Canada has diverted more than 590,000 juice pouches and cookie wrappers from landfills.

A recent WWF press release on the new initiative states: Globally, paper consumption is on the rise, with an expected increase from the current rate of 400 million tons annually to 450-500 million tons by 2020. Without a higher standard of environmental performance across the industry, this level of consumption will leave an unacceptably large environmental impact on the planet[…]Check Your Paper provides a single percentage score for a product that indicates the quality of its production in terms of reduced environmental impact. In addition, the star-rating breaks this down into impact mitigation performance specific to forests, climate change and aquatic ecosystems.

Coca-Cola Canada Using plant-based material to replace a portion of the petroleum used in Coca-Cola’s PET plastic bottles, the company is reducing its use of non-renewable resources. The new PlantBottle packaging is a plastic package made with up to 30 percent of its material derived from plant based waste material such as sugar cane. Coca-Cola’s goal is to continue to innovate until a bottle can be made with 100 percent plant-waste material while remaining completely recyclable.

In order to earn the maximum five stars in WWF’s Check Your Paper, the paper product must have

Hewlett-Packard Canada HP Canada is well on its way to achieving its environmental goals. It already achieved its 2010 goal of reducing energy consumption and GHG emissions of HP operations by 25 percent, and now the company has set new goals for 2011. By the end of this year, Hewlett-Packard aims to use 100 million pounds (cumulatively from 2007) of recycled plastic in HP printing products, have at least 40 percent of HP paper become FSC certified, completely phase out BFR and PVC in newly introduced computing products and reduce energy consumption of HP products and greenhouse gas emissions by 40 percent.

March 2011 | Graphic Arts Magazine

• Positive impacts on forests, and contain high proportions of postconsumer recycled fibre and/or virgin fibre originating from credibly certified, well managed forests. • Reduced contributions to climate change through use of recycled fibre, responsible forest management and minimizing CO2 emissions from fossil fuels in the manufacturing process, and, indirectly, emissions of CO2 and methane from degrading waste in landfills. • Close to zero water pollution through reduction of organic water pollution and reduced water pollution from bleaching, through promotion of unbleached or totally chlorine-free bleached products.

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JohnNickel-Kailing Gail Zarwan

Environment

DON’T GO GREEN ...be sustainable

For years now, we’ve been telling you that you need to be a “green” printer. Well, now I’m going to tell you to be a sustainable printer instead.

they are made from renewable or biological sources and don’t pollute the air and water. It’s logical to equate green with the environment; after all, we would all like to save trees.

First, let’s look at what those terms mean. Green and sustainable have much the same meaning to most people, however, they are two different things.

Sustainable products and services extend beyond the environment to include consideration of people and society, and add an element of economic viability. If a business is not economically viable, it’s not a business, plain and simple.

Originally, the term green was used to imply that products and services are produced with minimal harm to – or exploitation of – the natural environment. We believe green products reduce the impact on the environment because

March 2011 | Graphic Arts Magazine

While green has become “shorthand” to imply sustainable products and ethical sourcing, overall it most often focuses on environmental responsibility.

Your perfect connection to the printing and graphic arts industry

Gail Nickel-Kailing

Environment

products for recyclability and reuse. Examine your procurement, production and packaging to understand their environmental and social impacts. Reach up and down the supply chain to understand how your suppliers and your suppliers’ suppliers affect the environment and society.

Measuring Sustainability

There are dozens of ways to measure business effects on society, the environment, and the economy. Economic measures are the simplest because profitability is the driver, again – no profit, no business – at least over the long haul. Companies use all kinds of measurements from cash flow to various profit categories (i.e., gross, net, before taxes, after taxes, etc.) to ensure

What makes a sustainable printer?

economic viability.

A business is:

Environmental effects are somewhat more difficult to measure. Printers often look at sustainably sourced paper, bio-based inks and waste recycling as the narrow prism through which sustainability is measured. Expanding to product lifecycle analysis; measurement of water and energy usage and waste; or tracking of greenhouse gas emissions are all part of the next level of sophistication.

Socially Responsible - Honest in all activities and supportive of communities - Respects the welfare and safety workers throughout the supply chain - Contributes back to the community with living pay scales for employees

Measuring the effect of business on society has, until now, been a small part of the equation; you need to go beyond health and safety requirements. Look at the personal and professional development of your staff. Look at wages and working conditions. Look also at the effect that your products and services have on your employees, your community and the environment.

Environmentally considerate - Benefits the natural order as much as possible - Respects eco-system limits in production, processing and distribution - Avoids ecologically destructive practices, such as water pollution, overharvesting, soil destruction and erosion Economically prudent

Whether you use a formal documentation and management system like ISO 9000 (quality management systems), ISO 14001 (environmental management systems) and/or ISO 14020 (environmental labels and declarations), you really need to move beyond compliance.

- Accounts for natural capital throughout the production and supply chain - Generates a reasonable profit to support the long-term viability of the business - Creates real economic benefit to society

Certification and Verification

Becoming a Sustainable Printer

Eco-labels – those labels and symbols that indicate certification, endorsement or approval of a product or process – are a form of “transparency by proxy.” Your customers are depending on third parties to ensure that someone knows that the products have been harvested, processed and delivered in ways that match certain performance criteria or standards.

There are solid steps that you can take which will result in defining, developing and delivering truly sustainable products and services. First, look inside your company and assess your corporate mission and values. Are you committed and actively working to reduce your environmental impacts and improving your social responsibility? If not, any efforts you make to describe your products and services as “sustainable” will simply be whitewashing, greenwashing, or whatever colour you want to call it. Your customer and their customers are leery of anything that looks like touting and flaunting.

They may be symbols or claim statements or a label awarded by a third-party organization that has audited, inspected, or in some other way examined a product or process to determine if all standards and criteria have been met. If you choose to be certified for your product, process or operation, search for third-party verification such as those from Green Star, Forest Stewardship Council, Sustainable Green Printing Partnership, or other certifications and registrations.

Examine and understand your products’ lifecycles. Where can you make the biggest environmental or social impact? Sometimes the biggest dollar spent does not give you the best impact, so look closely.

While small companies may find the cost of certain certifications to be high, it is not necessary to “collect merit badges” to be recognized as a responsible company. Certifications are the main way that printers have expressed their sustainable practices to their customers, however, they are not the only way. Whether you complete a formal certification or not, consider

Add or improve the availability of environmentally-friendly products. And – from the other side – eliminate any that are not. Now is the time to look at ways to improve your products. For some products, the biggest reduction in environmental impact can come in the ways your customers use them. Design

March 2011 | Graphic Arts Magazine

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looking at the qualification process for a variety of programs and implement as many of the actions as possible. The most comprehensive certification programs look at more than a process or a product; they examine the entire business and its effects. Companies that are seeking to position themselves as socially and environmentally responsible must look beyond business as usual or simple “green stamps” designed to impress customers without requiring any systematic change. It’s a case of taking action – the right action – and being transparent about the results of those actions. Look at your options; set “stretch goals” to achieve change and improvements reflected by the most respected certification programs. Be honest and straightforward, and listen to your customers. They will tell you what it is they need from you. For an extremely broad certification that measures companies for the benefits they provide society, the environment and their employees and customers as well as their investors, consider a “Benefit Corporation” or B Corporation certification. B Corporations (B-Corps) must meet comprehensive and transparent social and environmental performance standards and institutionalize stakeholder interests. Companies are not only measured on how they do business, but what kind of effects their products and services have on employees, customers and the environment. The certification/audit process looks at the building, business processes, operational activities, product lifecycle and employee, community and customer relationships. For more information, go to http://www.bcorporation.net/ Certification as a B Corporation is open to businesses of all kinds, and there are a number of printing and print-related companies that are certified B-Corps. The following are two examples of the kinds of metrics reported by printers. SEEDS Green Printing (Pittsburgh, San Diego and San Francisco) is a B-Corp and for certification, the company reported: • About 75 percent of office supplies come from recycled materials • More than 50 percent of their carbon inventory is offset • More than 25 percent of their energy use comes from renewable sources and the percentage of renewable energy use increases annually • 100 percent of their employees are reimbursed for continuing education • All their facilities are handicapped accessible • More than half of the company ownership resides in the same community as two-thirds of the workforce • About 40 percent of expenditures are directed toward local suppliers • About 15 percent of suppliers are from low-income communities • Around 10 percent of net profits are given to charitable organizations • Around 40 percent of employees are women. For more information about SEED Green Printing, visit: http:// www.seedsgreenprinting.com TS Designs, a custom T-shirt printer located in Burlington, North Carolina, is also a B-Corp. For certification, the company reported: • One hundred percent sustainable fibres in the t-shirts they print • One hundred percent of the company fleet uses alternative fuel • Packaging consists of 100 percent post-consumer

March 2011 | Graphic Arts Magazine

recycled material • An on-site garden provides access to organic produce for all employees • Around 15 percent of profits are shared with employees. • The company pays about 50 percent of employee health insurance premiums • Around 20 percent of expenditures directed towards independent local suppliers • About five percent of profits are donated to charitable organizations. For more information about TS Designs, visit: http://www. tsdesigns.com The Sustainable Green Printing Partnership (SGPP) provides a comprehensive industry-specific certification – Sustainable Green Printer (SGP) – that was established to “encourage and promote participation in the worldwide movement to reduce environmental impact and increase social responsibility of the print and graphic communications industry through sustainable green printing practices.” According to the SGPP, the guiding principals for sustainable business are to • employ, wherever and whenever possible, materials derived from renewable resources or with low environmental impact, maximizing recycling and recovery efforts with efficient utilization of renewable energy • encourage the adoption of changes within the supply chain by strongly recommending the use of raw materials that do not threaten or harm future generations • educate the customer and ultimate consumer regarding the benefits of a restorative economy. The SGP certification measures continuous improvement across the plant, the operational processes and the product(s) produced. The criteria, which is undergoing an update, include a small subsection addressing social and human resource issues, however the program does not currently look beyond compliance with government employment laws to wider benefits to society. Currently 26 companies have completed SGP certification and 21 more are in the process. For more information, visit https:// www.sgppartnership.org/ There are a wide variety of other certification or recognition programs that you may consider. At the very least, the qualifications for any of the following are informational, educational and potentially inspiring. Design/Printing Canopy: http://www.canopyplanet.org/ Renourish: http://www.re-nourish.com/ Designers Accord: http://www.designersaccord.org/ Institute for Sustainable Communication: http://www.sustainablecommunication.org/ Bio-derived Renewable Content Certification (for printing inks): http://napim.org/ Business The Living Principles: http://www.livingprinciples.org/ Environment Rainforest Alliance: http://www.rainforest-alliance.org/ EPA Climate Leaders: http://www.epa.gov/climateleaders/ Building/Facility: LEED, US Green Building Council: http://www.usgbc.org/ Guiding Principles of Sustainable Design: http://165.83.19.8/d_ publications/d_1_gpsd.htm

Your perfect connection to the printing and graphic arts industry

Gail Nickel-Kailing

Environment

Marketing Sustainability

Prove It!

Let’s assume you’ve made the commitment to be a sustainable printer. You’ve examined your processes and products, you’re sourcing sustainably, you’ve either chosen to certify your products and processes or developed your own program informed by existing validation systems, and you’re measuring and prepared to report on your progress.

Consumers – your customers’ customers – are becoming increasingly concerned about the environmental performance of products. They are looking for proof. For example, they want to know about the resources and energy used to produce products and about the sustainability of the product design (can it be reused or recycled? Is it biodegradable? Is it made of recycled materials?). They want to know if your products are sustainably sourced. Your customers want to know that, by using your products, they can manage the impact they have on the environment.

Before you begin communicating your sustainability message to your stakeholders (customers, employees, shareholders, suppliers and your community), consider carefully the following questions.

More and more businesses are communicating environmental benefits through a wide range of advertising and labelling tools such as logos, certifications, endorsements, approvals and statements to position and differentiate products and services and to be more competitive.

• Do your initiatives or programs address an issue related to your core business? • Is it of interest to your stakeholders? • Is your initiative a significant environmental or social achievement? • Is your initiative in conflict with any other activities in your company? • Are you documenting, measuring and validating your impact? • Have you considered resources (time and/or money) in the initiative? • Do you anticipate spending more money on the activity, initiative or program than on your communications about it?

Those claims, according to Competition Bureau Canada, can be implemented to demonstrate environmental leadership, relative performance, or just provide information. They may be self-managed or third-party-managed; verified in-house or independently verified and/or certified; based on the product life cycle or a single attribute; available for single or multiple sectors and/or product categories. The real value of these claims is based on the belief by your customers that the information provided is “credible, objective and easily identifiable and understood.”

If you can’t answer, “yes” to these questions, stop now and go back to the beginning of this article. As you begin your marketing program, apply the same good marketing principles to communicating your sustainability initiatives as you do for your other promotional activities.

To ensure that you’re providing your customers the information they need and want, you first need to identify and carefully examine all the environmental claims you make regarding your products. Then review the requirements in Environmental Claims: A Guide for Industry and Advertisers, available from Competition Bureau Canada (http://www.competitionbureau.gc.ca/eic/site/ cb-bc.nsf/eng/02701.html).

Work across multiple functions in your company; an initiative that has significant impact takes cooperation. Use a wide range of communications channels to reach all of your stakeholders, from those who are most environmentally and socially conscious to those who are less committed.

While you need to stay within the guidelines provided, you should look for new and different ways to inform and educate your customers. Your proofs do not have to be dry “legalese.” They can tell the story behind your product.

Take full advantage of new technologies and new channels to give your stakeholders sustainability information, ranging from social media and to QR (quick response) codes to mobile applications.

Advice From the Trenches

Every year, printers who are implementing a wide variety of sustainability initiatives and practices are recognized across North America. Recognition may come from local sustainability groups, city or provincial governments, or even national or international organizations. Learn from them and build your own programs.

Once you’re “walking the talk” and have implemented social and environmental initiatives that truly have impact, use all the most sophisticated marketing tools and methods at your disposal to communicate your efforts – and your successes – honestly and effectively.

Widely recognized for its sustainability efforts, Hemlock Printers has been named the Most Environmentally Progressive Printer in Canada every year since 2006. Dick Kouwenhoven, president and CEO, shares some of his insights on ways to develop and implement initiatives and environmentally-sensitive practices.

Q&A with Hemlock Printers

Gail: How can a company make a business case for sustainability initiatives? How did you go about it? Hemlock Printers: We’ve discovered that initiatives driven by a desire to be green often have a positive financial impact. There are many instances where we’ve discovered that what’s good for the environment also saves money. There are really two parts to a business case. First is the cost side. By concentrating on “lean manufacturing,” you can measure results through waste reduction and process improvement. For example, by changing some of our processes, we’ve cut our waste pickup from daily to twice weekly and that saves us $10,000 to $15,000 a year.

March 2011 | Graphic Arts Magazine

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The biggest improvement recently has been our filtration system. As a company, we had to deal with a variety of waste chemicals, water usage and discharge issues; those have been eliminated. We invested $70,000 on the system and the labour savings alone gave us a one-year payback. You discover these things as you go along. If you try to build a business case to save money, you might never attempt projects like these. The other part of the business case is the revenue side. It’s harder to measure, but initiatives like Zero, our Carbon Neutral Printing Program and our FSC endorsement are all stories the sales reps can use to differentiate us as a company. How many companies respond because we are a green company? That’s hard to document. It’s a combination of elements – quality, pricing and environmental sensitivity – that all come together. We are seeing more requests for proposal (RFPs) that have environmental specifications where we are measured against other companies. We know we’ve been awarded contracts in part because of our environmental initiatives. We’ve learned from, networked with and shared practices with other companies in our community to broaden the effect of these programs. We readily share what has worked for us and where we have found the biggest impacts. Gail: How do you measure the results of your initiatives? Hemlock Printers: Hemlock is a small company, but we measure as much as we can. We measure our waste reduction and our carbon footprint, and track the kind of paper we buy. It’s a concentrated effort, we write down what we’ve accomplished, put some metrics behind it, and then report the results. With our carbon neutral program we need to collect as much information as we can, especially for paper purchases. We have a reporting system to know how many jobs we’ve done in order to know how many offsets we have to purchase. To do that requires that our suppliers give us precise statistics for all the paper purchased.

a biodegradable lamination. Many printed products require some kind of laminated coating to give them strength and protect the image; unfortunately most laminates are not recyclable. Working together we can offer a cellulose-based product that is only slightly more expensive than traditional plastic. Developed for window envelopes, the film has been turned into a laminating film. We also regularly have creative professionals in Graphic Designers of Canada (GDC) and students in local design programs come and tour the operation. As part of those tours we give presentations about green printing concepts and designing with the environment in mind. Gail: Is sustainability a marketing strategy or is it the message that underlies your marketing strategy? Hemlock Printers: Hemlock is regarded as one of the best printers in North America; we are really an exceptionally good printer that happens to have sustainability in our DNA. We certainly don’t say, “We’re really green and we deliver approximately what you want.” We definitely communicate our environmental achievements, but it isn’t our strategy to say we are green first. We keep our focus on our quality and core products. People don’t buy a product just because it’s sustainable. When the choice is between two similar products, they will select the one that happens to be better. The criteria are quality and price, but also environmental sensitivity. It’s not first, or instead of quality and price. In print services, you buy quality and price first. If we focus too much on the environmental aspect, we are almost encouraging a response that has a very short life. To learn more about Hemlock Printers sustainability initiatives and programs, go to http://www.hemlock.com/.

Don’t be Green!

Getting on the path to sustainability is not difficult; there is an enormous amount of information available from trade associations, industry publications, vendors and suppliers, to the Internet. Educate yourself, your staff and your customers.

We measure what we can without getting obsessive; it’s part of our everyday process so we don’t have to search for the data when we want to report our results. It’s already there.

Sustainable practices are likely to become the “ticket to do business” as more printers develop and implement sustainability initiatives and as legislation and market demands add pressure.

Gail: How have you embedded your goals into your incentive and reporting structure, into your corporate DNA?

Look for grant money, tax savings and other opportunities to fund your programs. Be proactive and research local, provincial and national opportunities.

Hemlock Printers: We don’t actually incent our managers to be environmentally sensitive; it’s just part of the way we do business. It is important that our environmental values be incorporated as a high level goal within our mission statement. We have an environmental policy, but it hasn’t been embedded in the mission statement yet. It’s in practice, but it hasn’t really been articulated to all stakeholders. There is always more we can do. We focused on external initiatives as we launched the carbon neutral program. Now we want to bring it back to an internal focus and communicate more with our staff, like we did in the beginning. It’s an on-going thing. Gail : How do you work with designers to help them design for the environment, to make their products more recyclable or reusable? Hemlock Printers: The question of recyclability comes up regularly. We try to steer specifications to materials that can be recycled. Most fibre-based materials can be accepted in to the regular recycling streams.

Think big, but start small. It is not necessary to tackle all the big issues at one time; often a number of small initiatives can add up to big dollars. And it isn’t necessary to reinvent the wheel. There are lots of companies with lots of stories to tell – about successes and failures. Copy their best practices and adjust them to your operation. Remember that marketing and public relations are an important part of your strategy. Tell the world what you are doing, educate your customers, inform your community. The entire concept of sustainable print is surrounded by myth and misinformation. You have the opportunity to provide education and add value to your customer relationships. Gail Nickel-Kailing is managing director of Business Strategies Etc. www.Business-Strategies-Etc.com

For example, we’ve encouraged our lamination supplier to stock

March 2011 | Graphic Arts Magazine

Your perfect connection to the printing and graphic arts industry

Tony Curcio

For the record

Lawrence Robinson the demand for advertising and content that can get through the clutter is still in high demand. This is where the creativity of commercial printers comes into play. Armed with the right technology, printers can offer compelling products and services. Whether building or vehicle wraps, or creative packaging for food and other products, print is still a vital component of everyday life. As such, commercial printers who learn to diversify their business will find ways to grow and find profitability.

As well as printing solutions, Agfa is also an industry leader in imaging and proofing systems, consumables and workflow software, to name a few. Which areas does Agfa feel were most successful in 2010 and why? The year 2010 showed a significant growth and market share gain in offset plates and wide-format inkjet. We’re seeing renewed interest and creativity in the printing industry in many different ways. Commercial printers are finding products that their customers are having success with, so we see interest in our various plates and wide-format printing systems. Additionally, in 2010, for example, Agfa announced the availability of the new :Azura V Chemistry-free Plates for violet systems. The plates are built on technology similar to our market-leading :Azura chemistry-free thermal plates. Commercial printers are looking forward and welcoming the economic challenges.

Do you have any suggestions on how those in the printing industry can cope with these challenges? Commercial printers need to look at the expanded definition of print. We are not the printing industry – we are in the graphic communications industry. Print buyers are not looking for merely print; they are looking for commercial printers to give them solutions and help them sell their own products and services. These are not sold by banner ads alone. They work well in coordinated, multi-media marketing campaigns that include print as a vital component. By expanding their business into areas that can capitalize on integrated, multimedia campaigns, commercial printers can grow profits in their existing customer base – as well as move outside their base – by offering additional services and solutions.

As we head into 2011, what areas will AGFA be focusing on for improvement? In 2011, in Canada, Agfa will continue to focus on market share growth in the prepress, sign and display graphics segments. We’re doing this by offering aggressive pricing on various products and services that can help commercial printers. We’re working even more closely with our customers to provide them the tools and services they need to succeed.

What industry sectors, in your opinion, present the best opportunities for growth for today’s print provider?

Are there any products or services that you are particularly excited about for the near future?

Walk around any supermarket, department store or public space and you see hundreds of printing and packaging opportunities. Packaging, POP/POS, and display graphics are all areas in which printers can try new tactics to help their clients stand out. Agfa’s solutions are constantly evolving to help them provide new products and services and continue to keep print relevant to large audiences.

I nkjet continues to be an area of major development, yielding solutions that raise the bar in productivity and quality. For example, in 2010 we expanded in all areas of our inkjet product portfolio – from entry level up to high-volume industrial inkjet products. We saw productivity, quality and speed enhancements to Agfa digital screen press, the :M-Press Tiger with the addition of full greyscale technology in 2010. There were also several line extensions released in 2010 such as the :Anapurna 2050, an 80” high-speed, 6-colour with white; and four new :Jeti models, which include :Jeti 1224 HDC high-productivity UV inkjet printer with high-definition colour available in two formats; :Jeti 3020 Titan with 10 different levels of speed and capability; and :Jeti 3348 HSS.

Any other comments or observations? Agfa will continue to work with our customers to provide the best solutions and services so that they can do the same for their customers. Print is, and continues to be, a necessary, effective and profitable medium, and it’s our goal to help commercial printers be reliable, successful and profitable.

Speaking of the future, what, in your estimation, will be the greatest challenges faced by printers in the years ahead?

Tony Curcio ajg.curcio@gmail.com

Print is under attack from a variety of technologies, including online, mobile, television and others. Though the number of magazines, newspapers and other printed media is in decline,

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Diana Brown

Marketing

Marketing 101

The speed at which technology is advancing forces traditional marketing and promotional tools to become less relevant in today’s marketplace, even those seen as revolutionary only a few years ago

Marketing is about understanding and satisfying customer needs within a target market. Marketing is not just a one-time event (such as an in-store promotional campaign) but is a continuous process of researching, promoting, selling and distributing the product or service in a unique way to compete in a marketplace.

aspect, whereby there is communication between the buyer and the seller to promote the product. Lastly, “price” is what is exchanged for the product. If you are successful with the first three P’s, price becomes a less important factor in your customer’s buying decision. Moving the conversation away from price and communicating direct customer benefits is critically important to compete on more than just price. To illustrate this point, I am positive that you do not buy the cheapest clothes available on the market. You may buy clothes that are inexpensive, but not the cheapest. You will, in turn, buy clothes that you believe have value. You might choose an item of clothing because you like the fabric (product), enjoy the store atmosphere (place) or agree with the stand a company takes on an environmental policy (promotion); ultimately, however, the item has to provide value to you, the customer.

Let’s go back to the basics. It’s important to remember the building blocks of marketing: product, place, promotion and price. This “marketing mix” consists of factors that can be controlled by a company’s marketing department (as opposed to uncontrollable environmental factors such as technological, competitive or regulatory forces, for example). The “product” represents the good or service to satisfy the target market’s need. The “place” is the way in which the product is transferred into customer’s hands (whether through a physical store or online e-commerce portal). The “promotion” is the traditional creative marketing

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Marketing in a B2B (business-to-business) environment requires a much different approach and different communication mediums than B2C (business-to-consumer) environments. There is certainly no “one-size-fits-all”

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Management

TOP 10 Social Media Marketing “Good to Knows” mation, or something entirely different (like Pazazz Printing’s “Printing’s Alive” video with 222,000 views and counting), this will act as a valuable promotional tool for your business.

1. U se free social media outlets to strengthen your brand and connect to potential customers (via sites like Twitter, Facebook, LinkedIn and YouTube). It’s easy to sign up and there is nothing to lose.

6. Set up a YouTube Channel for your business to group together all of the posted videos. An added benefit is that customers can “subscribe” to your channel and be notified when new videos are available.

2. Keep current and potential customers up to date by maintaining a blog. Blog about new products, services, events or any positive activities within your business. 3. Tweet about items similar to those discussed in your blog (except much shorter and to the point in 140 characters or less). Follow your customer’s Twitter feeds to better understand their market position and business needs.

7. Create a LinkedIn profile for yourself and your business. Join conversations and receive updates by connecting to relevant networks. Customers, colleagues and others you have worked with can make recommendations about you that will be displayed in your profile (positive referrals are a powerful tool).

4. By creating a Facebook Page for your business, you will be sent a weekly status report detailing active users, those who “like” your page, wall posts or comments, and number of visits, relative to the previous week’s usage for continuous feedback.

8. Ensure you are delivering a consistent message throughout all communication channels to the public to maintain brand continuity. 9. Add a Social Media Bar to your company website to direct traffic to your social media outlets, creating a hub for interactive, twoway communication.

5. Create small-scale professional videos to post on YouTube. Whether it’s a short video detailing a new product or service, a “how to” video providing customers with useful infor-

10. It’s all FREE!

2010 “Facebook Deals” was launched in the United States, whereby consumers who post their location to Facebook through their smart phone are offered up-to-the-minute deals from local stores to increase foot traffic into their businesses. A deal may consist of a free small popcorn and small drink for movie goers or 75 percent off jeans from a popular clothing store. The buyer must be in the area to capitalize on the promotion. Simply show your Facebook Deal to the cashier via your smart phone to redeem the offering. The redeemed deal is then posted on the user’s Facebook News Feed for all of their friends to see, thus enhancing the visibility of the campaign. This up-to-the-minute and on-going promotion (that is free for a company to create on Facebook) is a competitive hurdle for even relatively new business models, like the daily deals on Groupon, as businesses must pay commissions to Groupon and the buyer must commit to purchasing the deal ahead of time, as well as to physically print off the proof of purchase to redeem. The key is that these Facebook Deals are highly relevant and convenient to consumers at the time, which is of the utmost importance of this intensely personalized and fast-paced world.

approach that will work in all situations; therefore, it’s important to clearly understand your audience and the vehicles through which they can learn about your offering. In both the B2B and B2C markets, there are so many inexpensive communication channels through which to promote your product or service and every business should take advantage of what is available to them. The “In Action Example” detailed in this article will provide insight into using social media tools to strengthen brand awareness, improve foot traffic into a business and create a relevant offering to potential customers…all for free!

In Action Example

The speed at which technology is advancing forces traditional marketing and promotional tools to become less relevant in today’s marketplace, even those seen as revolutionary only a few years ago. Social networking and increased media advertising has rocked the marketing world because of the ability for hyper-customization, and it’s now commonplace in today’s society. Therefore, the relevance of an advertisement to the consumer is more critical than ever.

Diana Brown is an account executive in the Trade Book Publishing division with Toronto-based book printer, Webcom Inc. diana.brown@webcomlink.com

Even variable data direct mail pieces (like your bank statements that include customized advertisements based on your purchasing behavior with your name incorporated) can seem obsolete in the world of social media and 24/7 access to the umbilical we call the smart phone. For example, in November

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Cindy Thai and Ruth Tupe

FYPI

For your print information

Paper making

newly formed paper web. After the newly formed paper has been drained and mostly dewatered, it moves onto the drying section. Here, the paper web passes around heated cylinders, which will further reduce the water content of the paper. Sizing and paper coating are applied next to give the paper its properties. After the sizing and coating has been applied, the paper web goes through a calendaring section. In this section of the paper machine, the paper is mechanically evened out to reduce irregularities. After all these processes the paper with its final properties like gloss, absorptivity, brightness and whiteness among many other properties is wound into rolls of finished paper.

Impact of Understanding Paper Making

Understanding how paper is made is important for management because it will help you make informed choices on what kind of paper should be ordered for a particular job. Always keep in mind that the paper properties that influence the runability and cost of a job are determined during the paper making process. In offset and digital printing, for example, the absorption time of the ink can cause paper coating to pick. This can degrade print quality and significantly increase the costs incurred due to waste. Considerations of paper also influence bindery considerations. In particular, the properties of the paper may prevent a sheet from being folded without some form of unsightly cracking. The paper for a particular job should stand at the beginning of the actual job planning, since it will determine the look of the final printed product, as well as meeting all the other end-use requirements.

Paper is an important part of print production, and it is usually the most expensive material used in the job. It is surprising then that the process of how paper is made is not something that is commonly known. Commercial paper used in print production is made through several steps. The first step in paper manufacturing is known as pulping. Pulping can be accomplished through mechanical or chemical processes. The mechanical process requires that the wood bark be stripped and the stripped trees are treated by a constant grinding action while water is simultaneously sprayed onto the trees and a grindstone. The debarked trees are pressed against the grind stone, which causes the individual fibres to be crushed, scored, pressed, torn off and sheared. Chemically pulped paper is taken from woodchips that are similarly treated, but are instead subjected to a chemical form of digestion. Today the sulfate process is being used, which results in paper that is slightly alkaline. Pulp additives are then added to brighten and whiten the paper throughout washing and bleaching. Once the pulp, which is mostly water, has been prepared, the actual paper making machines are used for the remainder of the process. The most common used paper making machine is the Fourdrinier machine.

RYETAGA is Ryerson Universityâ&#x20AC;&#x2122;s official Student Chapter of TAGA. We will be submitting our student journal publication to the competition at the 2011 TAGA Annual Technical Conference in March. Our work will be competing against international student chapters from other universities in an attempt to keep the grand prize for best overall student technical journal, the Helmut Kipphan Cup, and Harvey Levenson prize for the undergraduate research paper at Ryerson University. Cindy Thai and Ruth Tupe are students who are involved with RYETAGA

There are seven sections to paper machines: the first is the headbox, which will distribute the fibres onto a mesh-wire. Second is the wire section that will drain the water from the pulp through gravity and by applying suction. This is followed by a press section, which will further remove water from the

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Diana Brown

Product Profile

This month’s topic: Eco-friendly products HEMLOCK PRINTERS LTD.

We have all heard of third-party environmental certifications (like FSC, SFI and AFF), which are very important in maintaining ecological accountability in the printing industry, but what if we could all do more?

Hemlock Printers, based in Burnaby, British Columbia, has a reputation for high quality sheetfed printing, which is captured in the company phrase: Integrity in Colour. Hemlock maintains a large sheetfed printing facility, as well as a digital printing facility, to service clients by manufacturing corporate materials, catalogues, magazines, posters, cards, direct mail pieces and more. Hemlock has taken a stand on its environmental impact and was the first printing company in Canada to achieve a “carbon neutral” distinction. This was achieved through defining ways to decrease its current emissions, as well as working with Offsetters (Canada’s leading provider of

The following will document two Canadian printing companies who are forging ahead to the next generation of what it means to be environmentally sustainable. Hemlock Printers Ltd. and Metro Label Group Inc. have both committed to their eco-mandates and used outside-of-the-box strategies to lighten their environmental impact, including making decisions to use eco-friendly products.

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Product Profile

carbon-management solutions) to discover ways to offset the remaining emissions. As part of this work, Hemlock has committed to decreasing its overall greenhouse gas emissions by 33 percent by 2020.

important, eco-friendly decisions when planning its new facility. A few examples of these initiatives include, but are not limited to

For Hemlock Printers, sustainability does not just mean offering FSC-certified paper to its customers (although 70 percent of its annual paper purchases in 2009 were FSC grades). Instead the company takes a much more holistic and overarching approach that includes some of the following initiatives:

• Using low or zero VOC paints (such as the Natura paint collection from Benjamin Moore & Co.) • A ll furniture, fabrics and carpeting are comprised of natural versus synthetic materials (such as the furniture you will find at OstermanCron, who offers a line of eco-friendly modular office furniture, as well as offering a selection of gently used furniture to customers)

• Decreasing the amount of waste that is bound for landfills

• A ll of the doors and paneling were glued using water-based adhesives

• Launching its Zero Carbon Neutral program to support customers in producing carbon neutral products

• The drywall contains recycled content (such as drywall available at ecomii)

• Providing innovative facilities to staff, such as an “E-Waste Recycling Centre” to dispose of unwanted “techno-trash” like old batteries or computer monitors

• The glass panels in the reception area are from a reclaimed source

• Pollution prevention practices throughout the company, such as VOC management, water management, efficient use of office paper, increased on-site bike storage and community clean-ups with family and friends

• Bicycle stands and locker rooms with showers are available to staff who choose to bike to work. As Metro Label’s President, Sandeep Lal, explains, there are significant costs associated with improving facilities to become more environmentally friendly. The key is making decisions that will have the biggest impact in a reasonable payback period. For example, Metro Label contemplated using solar or wind energy onsite, however this option proved to have an impractical rate of return and was not subsidized by the government. The decision to use reclaimed heat from their presses however, has proven to be very successful in decreasing emissions and energy costs, with a payback period of approximately three to five years.

• Supporting local charitable organizations through offering printing services and donations (in 2009, Hemlock’s staff raised over $15,000 for charitable activities). As leaders in sustainable printing, Hemlock has lived up to its environmental policies. The company maintains a Sustainability Committee, led by President and CEO, Dick Kouwenhoven, demonstrating the upper-level support backing Hemlock’s environmental initiatives.

METRO LABEL GROUP INC.

Other eco-friendly ideas for printing companies include purchasing energy from renewable sources (Bull Frog Power, for example, is power sourced solely from wind and hydro facilities) or purchasing “carbon offsets” to lighten an organization’s carbon footprint. Offsetter’s carbon offset purchases are used to fund sustainable initiatives worldwide, like the Mare Monastir wind farm in Turkey or the Luara Ceramic Fuel Switching project in Brazil.

Metro Label Group is a prominent pressure-sensitive label printer in Toronto, Ontario (with facilities in Langley, B.C., Napa Valley, California and Montreal, Quebec), that offers a wide array of production processes to meet clients’ needs (including lithographic, flexographic, screen, digital, waterless offset and rotary letterpress equipment). Servicing the cosmetic, pharmaceutical, beverage and other label-dependent markets, Metro Label holds itself to high quality standards: “We truly believe – It’s not just your label, it’s your brand.” This organization also holds itself to high environmental standards. In 2005, its Toronto office relocated to a state-of-the-art production facility, and in 2006, this building was one of the first manufacturing facilities in Canada to become LEED (Leadership in Energy and Environmental Design) certified. As part of the LEED certification, Metro Label’s facilities utilize water waste management systems (including using reclaimed rain water to supply the building’s toilets), recycled heat from its presses to heat the rest of the building, as well as reclaimed construction materials. Furthermore, the office area’s lighting is motion controlled and the building is surrounded by native plant species that do not require additional irrigation.

Society’s current systems for sustainability are far from perfect, and pollutants are still being emitted into our environment faster than they can be naturally combated, but any progress forward is important on the road to extensive, worldwide environmental sustainability.

Metro Label has been recognized by a number of industry organizations and was awarded the FTA’s Eighth Annual Environmental Excellence Award for Process Improvement in 2008, as well as the Label Industry Gold Award for Sustainability/Environmental Responsibility in 2008.

Diana Brown is an account executive in the Trade Book Publishing division with Toronto-based book printer, Webcom Inc. diana.brown@webcomlink.com

Metro Label also made a number of smaller, but equally

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Your perfect connection to the printing and graphic arts industry

Andrea Mahoney

TECHNOLOGY

CHILI publish CHILI publish is new and it is not like any other online publishing product on the block. Think of it as a platform you control on your own server. A webserver to brand as many sites in as many ways as you want. A system that provides control over what your users see and access.

spaces and preset view preference. The user experience can be set up to only show the simplest tools for proofing and annotation. Features can be turned on and off per user or group reducing the amount of customer training at the outset.

Now add to that: - A sset Management - T he ability to open existing InDesign documents - A n online document layout system that looks and feels like InDesign

Almost anything InDesign can do CHILI publish can do, along with opening existing InDesign files. The document environment also has variable data capability and includes built-in preflight. PDF export allows for customized PDF settings: high res, low res, and watermark are the defaults. There is a special ADS environment that supports multiple layers and allows for multiple layouts using the same (and different) content. There is a database for storing ad sizes, and it will manage ad collections. There is probably an entire article that can be devoted to the ad system in CHILI publish so be aware, this is just a basic mention of what is available.

- F ont management by job -A special tool kit for managing multi-sized ad layouts - B uilt-in tools for annotation, preflight, variable data, barcodes - A ll wrapped up in a very powerful PDF design and production workflow There is way too much under the hood for a complete discussion in this article, so I am going to touch on the main points.

Vector artwork is supported in AI and EPS format. An illustrator PDF can be opened, or you can place a native illustrator file in a CHILI publish document. CMYK, RGB, Spot Colour and Gradient swatches are supported. Barcodes are dealt with on their own; the initial setup gives a choice of five different barcode types, sizing and type positioning.

CHILI publish is installed on your server running Microsoft Server 2008. Your server should have space to hold the assets for the asset management system and be set up to run a web service that will allow CHILI publish to be configured. You can set it up for multiple URLs allowing you to brand workspaces for your users. This is a single server license; there is no hosting or extra billing and a maintenance contract is recommended as always.

The possibilities of a product like this are endless and bring to mind how the other new technologies, like the iPad, tablets and mobile phones, will be able to take advantage and easily integrate with this type of system. The setup, installing the software, branding and configuring the users and their groups can be accomplished by most in-house systems personnel. Attaching this product to existing web interfaces will easily increase production power and give your organization the ability to provide customers with the latest online customer experience.

Designers and production staff will work with CHILI publish by either opening existing InDesign files, PDF files or creating pages from scratch in the design environment. AI, EPS, TIFF, JPG, PNG are formats that can be placed in the layout program. Fonts can be added from your existing font files, and libraries can be organized by job. The layout environment has a familiar InDesign look and feel. Customize the workspace by choosing to view high resolution, medium, or low, just like in InDesign. Floating palettes or locked drop down palettes are available, and all of them have the InDesign look and feel. Layers, swatches, image links, and options for slugs and bleeds are available. Frames and text frames links can be shown. The learning curve for InDesign users is reduced because of its familiar setup.

More information about CHILI publish can be found at www. chili-publish.com. Webinars and demos can be arranged by sending an email to info@tribay.ca or sales@tools4media. com. Contact andrea@tribay.ca if you have questions about CHILI publish. Andrea Mahoney designs and installs automated workflows for all types of printing professionals. Tribay, a workflow automation company, offers the tools, training and setup for successful automated workflows. Visit www.tribay.ca and/or email Andrea at andrea@tribay.ca.

When a design is ready to be shared, the built-in annotation can be used by any user with access to the job; the PDF can be instantly published to users in any custom format to speed up the process. The sharing setup uses preset work-

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impact Canada in 2011: Deloitte Epson introduces 13-inch printer

for photographers & fine artists

Talkback Topics - check out what the industry is saying about some of the latest news: Re: Ryerson’s annual School of GCM Colloquium event “Colloquium is a superb event, well executed by the 3rd year GCM class. It is a superb opportunity to meet these students and identify candidates for potential summer employment. Fujifilm has employed multiple interns from the 3rd year class over the past 3 years. They deliver excellent value and results.” -Tony Karg Re: The first iPad-only daily newspaper: a closer look “…I wonder, if a daily subscription model like this takes off, how will newspapers and magazines survive? Right now, subscriber info can be a major source of income for newspapers and magazines. If they’re not able to make money from that, how will they generate enough income to be able to provide us with quality content?” -Don Garrison

Re: GAM Poll - Should libraries lend e-books? “I work with a small publisher and we distribute e-books to libraries through iMyLibrary. I would be delighted to find out that one of our books had been loaned and copied.” -”Scanner” Re: GAM Poll - What kind of phone do you use? “After using a BlackBerry for 8 years, I got myself an iPhone… It’s almost like going from a PC to a Mac. The iPhone is way more stable, has gorgeous colour, the web browsing actually is browsing minus the Flash animations, the email application is much more capable and stable. Google Maps does double duty as a cheap GPS, and by the way, it’s a music device as well…so awesome.” -Hermann Pais

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Te c h n o l o g y

Magic

or interactive print? Throughout Petar Bozinovski’s presentation, the DIA listening audience gained insight into the measurable way this bridge media tool links the physical world to the virtual world. But more importantly, examples presented demonstrated how marketers can utilize the technology to gather statistics that profile audiences. For instance, Bozinovski talked about a Pepsi initiative in the UK and Europe. Pepsi became an entertainment community, using the QR technology to drive Pepsi drinkers to the Pepsi website to get additional information about various events and activities. The statistics gathered provided the company with a deeper behavioural understanding of its sweet-spot market, enabling Pepsi to target its own advertising toward that behaviour.

Print has long held the responsibility of disseminating information. At the Digital Imaging Association meeting on January 19, 2011 attendees participated in a special technology evening demonstrating how marketers are using print as an entry point to launch consumers into immersive online experiences. Is it magic or the reality of technology? Both are an illusion. DIA attendees saw a Smartphone synch a printed label to an online message and watched a piece of paper launch a video game. Welcome to the future!

QR Codes

DIA’s guest presenter for this segment of the meeting was Petar Bozinovski, president of Crucial Interactive/SKUyou, Toronto.

In Canada, Jackson Triggs worked with SKUyou to print QR codes on all its wine bottles and ads to capture customer profile information. Because of bottling schedules, this campaign has put Jackson Triggs a full year ahead of any of their competitors.

Bozinovski quoted Karen J. Bannan, freelance writer for Wall Street Journal, New York Times, Forbes & PC Magazine who describes Quick Response Codes as “an emerging cell phone technology dissolving the invisible barrier between the digital and material worlds.”

Also in Canada, KIA Motors used different codes for different newspapers. The company was able to find out which newspaper drew best and which cars were popular in specific locations. DIA attendees were able to consider how KIA could make manufacturing and inventory decisions as well as develop highly targeted marketing campaigns based on the data gathered.

Bozinovski further defined the technology for the DIA audience. Quick Response Codes (QR-Codes), he said, are designed to be read by mobile phones equipped with a builtin camera and installed QR-Code reader software. If a person takes a picture of a QR-Code with his or her mobile phone, the QR-Code reader software will open the phone’s built-in Web browser and direct the browser to load a mobile page assigned to the QR-Code. Attendees were able to see examples of QR-Code applications on the side of buildings, inside buildings, on trade show floors, on magazine covers and ads, and on wine bottles – demonstrating that uses for the application are endless.

March 2011 | Graphic Arts Magazine

Bozinovski thinks that marketing initiatives such as this enhance print. Print is the vehicle that facilitates the ability to deliver content to an audience when they want it and when it is most relevant to them. SKUyou provides back end analytics that are deep and insightful allowing marketers to optimize offline campaigns and see how consumers engage with their brand. Measuring and optimizing the response data

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Te c h n o l o g y get audience. E-Axis worked with Kelloggs’ advertising agency to create a 3D experience from a print vehicle. Promotions both online and offline prompt kids to go to a designated website. Once there, all they have to do is show their specially-designed box of Corn Pops containing a web marker to their webcam. The box of cereal comes to life in their hands. Combining movements of the cereal box with keyboard gestures, the user is able to create a fantastic display of musical beats, graphics, and well…POPS. The user can draw the box away from the camera or closer to it or turn it left and right and the box would respond by becoming an equalizer changing tempo, sound, colours and graphics. For those who do not have a webcam, E-Axis recreated the experience to play just using keyboard gestures — so that no one misses out of the fun! (Following Luis’ presentation one of the DIA attendees used his laptop to experience that fun firsthand.)

provides marketers with the tools to more effectively engage with their customers – and to gain more market share. Digital Imaging Association members and guests were able to garner a depth of information about other proprietary 2D codes as well as the technical specifications that facilitate best data capture. Petar Bozinovski showed some of SKUyou’s QR-Code campaign data, scan rates and site-open rates. The stats are remarkable, highly measurable and demonstrate how follow-up action can deliver a never-before enabled ROI. In Japan, there are 120 million active QR Codes. Canada is at a very early adoption threshold. Bozinovski advised the DIA audience to take advantage of this emerging print-anchored opportunity.

Augmented Reality, the 3D Experience

The second presenter at the DIA meeting was Mike Luis, creative director at E-Axis. Doug Picklyk, head of the Digital Imaging Association’s Technical Committee, found Luis on a box of his kid’s cereal. No, not the toy in the Crackerjack box, but through a promotional image printed on a Kellogg’s Corn Pops box. Luis was invited to share this case study experience as well as to define the AR application and its growing potential.

Luis advised that the technology still has some limitations – cost being one of them – but he assured the audience that 3D is coming. Some of the cost implication resides with the readers. Many of the companies that are producing the AR experience use licensed proprietary codes that can only be captured by their accompanying readers. E-Axis, said Luis, has developed open platform code that uses Flash. E-Axis’ objective is to get results through interactive engagement. 3D technology is a critical and emerging method for facilitating this engagement.

Just what is Augmented Reality? Luis succinctly defined it for the DIA audience. AR is where the digital world and the real world interact. Wikipedia defines it as “a term for a live direct or indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input, such as sound or graphics. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished rather than augmented) by a computer. As a result, the technology functions by enhancing one’s current perception of reality. By contrast, virtual reality replaces the real-world with a simulated one.”

Luis further expanded on how print is tied to augmented reality. The printed image includes a marker with a specific shape, which is then captured by software to deliver the 3D experience.

Become a member of the Digital Imaging Association today. Membership enables companies to send employees to each informational session at no additional charge above the low cost of membership. Contact Marg Macleod, Association Manager 416-696-0151 or marg@digitalimagingassoc.ca. As a member of the DIA you become part of a network of professionals dedicated to the strength and future of the industry.

Luis demonstrated AR with various examples, including the Corn Pops campaign designed to engage the product’s tar-

March 2011 | Graphic Arts Magazine

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Sales

How to block the competition However, don’t attend these types of events with the intent of selling. Instead, follow the first suggestion above and think about what you can do to add more value to the interactions with people you connect with.

In today’s business climate, virtually every company has more competition than they did a few years ago. And many of these competitors are beating at YOUR customers’ doors in an effort to get their business. Some of these competitors will be more aggressive than you are and will succeed in getting your client’s attention. If that happens, there’s a good chance you could lose that customer.

Also, your time and resources are limited so you need to look at this strategically. Which events do your BEST customers attend? Does it make sense for you to be there? I once attended an industry conference that many key decisionmakers I wanted to meet attended. I made contact with one person and that connection generated a high five-figure sale.

However, if you are proactive in differentiating yourself from your competition you may be able to prevent from losing customers. Your goal is to create or develop a strategic partnership with your customers instead of the typical vendor/supplier relationship. It’s not an easy task but it can be done.

3. Increase touch points. Many of your customers will accept more contact from you so increase the number of times they receive contact from you. This can include; email, telephone, face-to-face meetings, direct mail, fax, etc. Once again, the key is to provide some type of value in each of these contacts.

Here are several strategies you can implement that will help you block your competition and maintain your foothold.

You can send articles, handwritten postcards or cards with an interesting business idea. Leave a brief voicemail with an idea to help your customer improve his or her business. Send a fax with 10 tips. You can do the same with email, though I suggest that you limit email correspondence for this because it can easily get lost in the noise (the average executive receives approximately 150 emails a day).

1. Increase the value you bring to the equation. Every time you see, meet, connect or interact with a customer, make sure you add value to the interaction. This can include industry insights or information to help them achieve their goals and objectives, or advise on new trends in the marketplace. It can mean giving your customer articles, white papers, journals or other information you come across that may be of value.

Although these strategies sound simple, the execution requires planning and forethought. You need to carve out time in your schedule and target your campaign to EACH customer. However, the investment will pay off when your competitors finally connect with your key contact and they hear something like, “We love our vendor and have no desire to consider a change.”

Of course, the only way you can accomplish this is to learn more about each customer’s personal situation. What’s important to them and their businesses? What business challenges they are experiencing? What business goals and objectives do they want to achieve? What career goals are they striving towards?

By the way, you can also use these ideas to edge out a competitor from a company that you would like to add to your roster. Plan your strategy. Be diligent. Be persistent. Be patient. And your competitor may end up hearing, “We’ve decided to try someone else.”

Invest time learning these details and you can quickly determine what information will be of most benefit to them. 2. Increase face time. You don’t need to increase the number of appointments sales calls you make. Instead, think of networking events, conferences and trade shows your customers may attend and make arrangements to be there too. The great thing about conferences and networking events is that your customer may have more time to talk. They may be more relaxed. And you may be able to have a conversation with fewer interruptions.

March 2011 | Graphic Arts Magazine

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Education

Ryerson GCM’s Colloquium event event’s next speaker. This was Laszutko’s second time speaking at a colloquium. He brought with him bags of innovative packaging and label ideas produced by CCL Industries. From the man who invented the label for the McDonald’s Monopoly in 1994, one could expect nothing less than spectacular. Laszutko shared with us some great marketing insights. For example, because people are watching TV less, product packaging has become increasingly important in the buying decision. CCL has seen companies like P&G take advantage of this by investing in shrink-wrapped bottles for increased space on the bottle. Another interesting concept that transpired from the talk is the way in which CCL markets its innovations. The different labels are named in a way that helps customers conceptualize the benefits more immediately. For example they have products like Lightscapes and Brilliance, two types of labels that create interesting effects with light. This is a valuable lesson for any technically complex business. After all, innovations that customers don’t buy into don’t last.

On Thursday, February 17, the School of Graphic Communications Management at Ryerson University hosted a very successful colloquium. This is a yearly event that brings together students and industry professionals to discuss relevant topics in print. This year’s event was called Envision, with the theme being innovation in print. This event has been part of the school’s curriculum for many years. Prepared as part of a Management Studies course, taught by Chris Kular, the students organized the event from start to finish. For the first time in the event’s history, the colloquium was held off campus at the Regency Hyatt downtown. This definitely brought an air of sophistication to the evening. The room was full of students and industry professionals all engaged in the topics at hand. Three speakers presented on various areas of innovation. Matthew Alexander, president and CEO of Colour Innovations spoke about being innovative in sustainability. Henry Laszutko, national account manager of CCL Industries, showed off various innovations in label and package printing. Lastly, International Branding Coach and Partner at Redchair Branding, Gerry Visca, talked to the audience about becoming more creative. The masters of ceremony Emily Kuchta and Ahmed Alabbas, made sure that the event was a collaborative one, introducing the speakers and ensuring that everyone was able ask questions. Alexander was the first speaker. His company, Colour Innovations, is a leader in sustainability. He spoke to the attendees about going beyond just the certification labels. “Green is an attitude,” he said. He also spoke about the challenges of making investments in being more sustainable in a business so driven by price in the current economy. Colour Innovations is currently working toward the SGP certification. The process for such a thorough certification takes time. However, already large companies such as Nike are requesting to work with SGP certified printers. Alexander is confident about the investments that the company has been making because he understands that not only is it socially responsible, but also the next generation of leaders has been raised in a different time. He urged the students to continue to fight for green.

The last speaker of the evening was Gerry Visca. Visca is an internationally acclaimed professional speaker, delivering sessions on creativity and branding about 180 days per year all around the world. He has authored several books such as The Innovation Gap and Get Creative. Explaining to the audience that he thinks of himself not as a speaker but an “inspirator”, he shared with us his 10 laws of creativity. His advice was practical and charismatic. “Zig when everyone else zags,” he exclaimed. Also, exercise—it is important for creativity because it allows more oxygen into the brain. “Figure yourself out and find your natural abilities,” he told us, sharing that he is a SNAG (a sensitive new-age guy). This was a highly energetic and inspirational session to close the evening. Congratulations to Prof Kular and the third year students for a very successful event! Pictures and footage of the event will soon appear on the website: www.ryerson.ca/ gcmcolloquium Natalia Gilewicz is a full-time Assistant Professor in the School of Graphic Communications Management at Ryerson University. Her teaching concentration is in areas of prepress, typography, and layout. In her research, she studies e-print and its applications. Contact her at ngilewic@ryerson.ca

Moving from sustainability to packaging, Henry Laszutko was the

March 2011 | Graphic Arts Magazine

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Your perfect connection to the printing and graphic arts industry 4/15/2010 2:42:38 PM

Rod Jones

Mailing

SO YOU WANT TO BE IN THE

MAILING

BUSINESS? Post has plants that receive and process the mail and they have letter carriers that deliver that mail.

Somebody once said, stick to what you know; do it right and do it well. I suppose that could be said of many things. In business, it’s probably good advice. However, someone else said that change is constant. So with that in mind, how do you address this seeming paradox?

Sure, they are going through another round of contract negotiations with their labour force right now. And yes, they are going through the same revenue strain as the rest of us because of shrinking volume. But, they will always be there in some form or another so make sure you know them well. If you follow recent media reports on how they are beginning to transform under a new leader, you know they are still going to be there in the future.

Webster defines marketing as “an aggregate of functions involved in moving goods from producer to consumer.” If you are involved in touching print in any way, you are involved in marketing. As we move toward the paperless home and office, we still want to touch and feel paper. And while the marketing pie has a lot more slices than it did 10 years ago, paper is still one of those slices. Sure, we recently now have to share the pie with social media, but the more slices, the more interesting the challenge for the status quo.

2. What do you print now that ends up in the mail stream? Can I add the equipment needed to image, assemble or otherwise prepare it for mail? Depending on what you are planning to do, it can require a variety of equipment. Do you print everything that gets mailed? Maybe you have the print contract for inserts that go into an envelope, but someone else is printing and manufacturing that envelope. Maybe what you print and convert is assembled by hand. How many different pieces are there and how much space do you need to start a hand assembly operation? How fast does it need to be completed? The equipment you need will require maintenance and service. Who does that for you? Is there enough work for this equipment to justify the investment in capital (short term) and physical space (long term)?

If we look back a few years, the newspapers of the day had to suddenly share advertising and marketing revenue with radio. And then radio had to share with television. Today, the printing industry is coping with a post-recession hangover and advancing technology that is squeezing into that marketing pie. While business in general struggles to effectively implement this new communication technology, printing growth is stagnant or shrinking. Some printers have augmented their operation with other service offerings; Mailing being one of them. A logical question is “If I ship all this print to a mailing house, why can’t I prepare it for mail myself?” You could say that this would add to your revenue stream, provide one less stop for your client and add something black to the bottom line.

3. Mail preparation expertise is the key to putting item 1 and 2 together. Remember about Canada Post having access to every door in the land? Well, do you want your mail getting to a post office in Newfoundland and then finding out it was not prepared properly? If you are sitting in your office in Vancouver, you don’t want that phone call. Following the Canada Post guidelines for mail preparation can save a lot of unnecessary cost and delay. These guidelines are accessible to everyone with an Internet connection. Canada Post backs up these guidelines with a technical help desk you can use. They also offer a place on their website for anyone interested in becoming a Mail Service Provider. This helps clients who are looking to send mail find you.

Before you can provide that added service to your client, it would be good to consider a few things first. Do you have the resources to add postal knowledge, processing equipment and mail preparation expertise to risk the relationship you have with your client? 1. How much do I really know about mail and where do I find out? Canada Post is your partner here. They have access to every door in the land. No other entity has that kind of access.

Timing is so critical with coordinated marketing campaigns that any delay can really mean a wasted effort. Not the impression you want to leave with your client. If you can put these three points together with some good old-fashioned service, you might just have added something to your business that is worth talking to your clients about. And you will still be an integral part of that marketing pie.

Not even the ubiquitous internet. If you want to mail, you will need to build a relationship with Canada Post. They have an active sales force, and they are supported by technical expertise to help educate anyone willing to invest the time. They have mailing equipment you need to prepare the mail (trays, monotainers, etc) and a website full of technical specifications to help you design the mail. Not sure about how that coating will react to automated sorting equipment? Send in a sample for testing and get some feedback firsthand. Canada

March 2011 | Graphic Arts Magazine

Rod Jones is president and partner of Pillar Direct Marketing Services in Scarborough. He can be contacted at (416) 755-9494 or rjones@pillardirect.com

www.graphicartsmag.com

CANADIAN PRINTING RESOURCES

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March 2011 | Graphic Arts Magazine

Your perfect connection to the printing and graphic arts industry

Norm Beange

Bindery

Seven obstacles to fast, accurate bindery estimates

3 2

At Specialties, we understand how important it is for you to receive your estimate as quickly as possible. The following is a listing of frequent problems our estimators run into when estimating, which hinders our ability to produce fast and accurate quotes.

A faxed request for an estimate doesn’t provide complete folding specs. Problem: The job can’t be accurately estimated. Result: The customer – who was in enough of a hurry to fax the request for an estimate – won’t get the estimate until callbacks clarify the folding specs.

The most common reasons for delay or inaccuracy in bindery estimates are as follows:

Request for an estimate on a mechanical binding job does not specify caliper of PPI (pages per inch) of paper.

Request for estimating doesn’t specify shipping information. Problem: Should the estimator include shipping cost in the quote? If so, shipping to where? And by what method? If by a Specialties’ truck, does the destination have a loading dock? And so on…

Problem: Bulking thickness of the paper will affect both the cost of punching and the size of the wire, comb or coil needed. There are critical bulk ranges for various pitches of wire. If you say the book is about a half-inch, we’ll figure 5/8 inch wire, which is two to one pitch (two holes to each inch of spine length). The maximum machine speed of this size wire is, 1500 books per hour. If, in fact, the bulk is (or could be) reduced to 7/16 inches, then we could use 9/16 inch wire, three to one pitch, and the maximum machine speed would be 3000 per hour. So, bulk is very important, and telling us the accurate bulk will save us from guessing.

Result: To get these questions answered will take callbacks, and, therefore, delays in completing the estimate.

Request for an estimate on foil stamping or embossing doesn’t specify the dimensions of the area(s) to be stamped or embossed. Problem: The estimator can’t calculate the cost of the required die or, in the case of foil stamping, the amount of foil needed.

Result: A delayed estimate.

Result: By quoting the larger bulk, you lose a competitive edge.

Result: Either a delay while the specs are clarified, or an estimate that is either too high or too low.

Result: If the estimator assumed work-and-turn, and it is in fact sheetwise, our quoted price will be higher than necessary.

Request for an estimate doesn’t specify which forms will be printed sheetwise or work-and-turn.

Customer requests an estimate on a job totaling 120 pages, and specifies six 16-page signatures and one eight-page signature.

Problem: If it’s work-and-turn, the job can’t be folded, film laminated, foil stamped, UV coated, etc. without being cut first.

Problem: This adds up to 104 pages. So which is it – 120 or 104?

Customer is furnishing folded signatures and specifies the final trim size. Unless otherwise instructed, we will assume that “normal” trims will be required in the finishing operation.

Problem: In fact, the job requires three inches of foot trim and two inches of face trim to make final size.

Norm Beange Specialties Graphic Finishers Ltd. info@specialtiesgraphics.com

Out inline trimmers can’t handle this amount, so offline trimming is required. Result: More delays to clarify the specs, or a job that can’t be done for the estimated price.

March 2011 | Graphic Arts Magazine

www.graphicartsmag.com

World of Paper... is just a phone call away. SNZ Trading Inc. is the fastest growing paper distribution company in Canada. Established in 2005, our unprecedented growth from a mere 3,600 sq. ft. to a more than 40,000 sq. ft. facility in ve short years can be attributed to our customers’ loyalty and our high standard of customer service. At SNZ, we ensure your performance expectations are met and exceeded, and it is our commitment to help our customers succeed in their businesses. Today, we stock all substance and size of paper and cover including coated two-side gloss and silk, offset paper and copy paper. We can also supply SBS, CCNB, Security Paper for Bank Notes, Passport, Cheques, Bank Drafts, Metalized Paper and Board, Cigarette Tipping Paper, Carbonless Paper and Hot Stamping Foil.

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Ofce: (905) 370-1197 Fax: (416) 987-1997 Email: siraj@paperforbusiness.com 61 Rayette Road, Concord ON, L4K2E8