June 2011 - Augmented reality

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June 2011 Magazine

Augmented reality

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: June 14 for July/August 2011 August 16 for September 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 • Thomas Gagnon Natalia Gilewicz • Myrna Penney • Kristen Read Kelley Robertson • Chris Smyth 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 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.

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Not just another marketing tool

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

Tony Curcio

This month: Don Gain, president of Harmony Printing

24 Research and development 101 . . . . . . . . . . . . . . . . . . . . . Diana Brown Pushing the boundaries with innovation and improvement

28 For your print information: . . . . . . . . . . . . . . . . . . . . . . Thomas Gagnon This month: Colour theory

30 Innovation delivers results and money from CRA . . . . .

Myrna Penney

Are you reaping the benefits of SR&ED?

36 Your company’s logo: Time for a refresh? . . . . . . . . . . . .

Kristen Read

Does your company logo reflect your company’s image?

40 17 best practices of top performing sales people . . .

Kelley Robertson

What do the best sales people have in common?

42 Product Profile: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Diana Brown This month’s topic: Automation

50 The Digital Print Forum . . . . . . . . . . . . . . . .

Chris Smyth and Natalia Gilewicz

Highlights from Interquest’s forum on digital print

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Installations & Investments

46 List of advertisers 47 Classified 48 .comments

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.

We acknowledge the financial support of the Government of Canada through the Canada Periodical Fund (CPF) for our publishing activites.

Reward yourself with Colour Points.

Visit the all new On Line Shop www.shop.heidelberg.com 1 800 363 4800

Augmented Reality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Diana Brown

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 At press time, Canada Post rejected the latest contract proposal from the Canadian Union of Postal Workers. CUPW had previously voted in favour of strike action if necessary. The union represents about 50,000 workers across Canada and its contract expired on January 31 of this year. Needless to say, a strike would have a huge negative impact on our industry, so let’s hope a negotiated settlement can be reached quickly.

Richmond Hill Ontario’s Imageworks installed a new Morgana AutoCreaser Pro 50 from Sydney Stone and Montreal’s Pazazz Printing added an Epson Stylus Pro GS6000 to its large-format repertoire. Hopefully, the good news will continue.

Our plans for Printing Survivor 2011 in Toronto Thursday, September 22 are well underway. We want to make this the most practical, informative and helpful show possible. So please tell us what you want to see. Go to http://j.mp/gamsurvey and tell us what you think, what the industry needs right now and how these kinds of events can help all of us move forward.

Teamwork. We use the word a lot, but now it’s time for action. As the economic challenges in our industry continue, it’s time to step up to the plate and become members of organizations who have helped this industry so much in the past. There are many advantages to joining that you may not realize – not the least of which is networking with like-minded print professionals across Canada who face the same challenges, but can offer you years of expertise in so many areas. Please check out CPIA’s advertorial on page 34.

Also at press time, the Vancouver Canucks were waiting to see who they would battle – Boston Bruins or Tampa Bay Lightning – for the Stanley Cup. By the time you read this, the eventual winner will be decided. If the semi-finals are any indication, the finals promise to be an action-packed, hard-hitting affair. My fearless prediction is Vancouver all the way. Go Canucks Go!

Congratulations to Markham-based Sina Printing for their donation that helped earn Kasia Niton, a Sheridan College student, an internship at Nickelodeon Animation Studios in Burbank, California. This is just another example of the printing industry giving back to the community.

Enjoy the spring and summer. Hopefully the sun, warmer weather and an improving business environment will help keep your spirits up.

I’ve noticed, especially in the past few months, an increase in the number of new equipment installations across Canada. This is always an encouraging sign. For example, Edmonton’s Burke Group of Companies purchased a new Komori GL640 while Scan Copy Print, also Edmonton-based, installed a Xerox Nuvera 200.

Joe Mulcahy Publisher, Graphic Arts Magazine joe@graphicartsmag.com

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Meet the large format packaging expert.

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Natalia Gilewicz

A good attitude and openness to technology At the end of every academic year, Ryerson University hosts a conference that addresses education. The conference theme this year was teaching today’s learners. Two ideas dawned on me during the day that I thought were relevant to our readers.

Stephen Lewis, a man of many credentials — politician, diplomat, humanitarian, and educator – spurred the first. He is arguably one of Canada’s best public speakers. He talked to us about the struggles faced by people infected with HIV/AIDS in Africa. While the content of the talk was serious, he also made us laugh here and there to brighten things up. At the conclusion of the talk, one of the conference attendees asked Mr. Lewis how he was able to cope with the amount of tragedy he saw first-hand, and continue to be so light-hearted. He explained that people in Africa are fighting very hard and being brave. As such, he felt that it would almost feel self-indulgent to feel sad, and not rise to the occasion as well. I thought that this was a wonderful way to think about turmoil of any kind. It’s a bit far fetched to compare the AIDS epidemic to the printing industry. However, I thought that if you are the one fighting in your company to be innovative and provide creative solutions, then you are more likely to be joined by others who will want to do the same.

#digiforum hash tag. We will also post a summary of the day’s events on our website.

I also had the opportunity to attend the Digital Print Forum in Toronto. The forum is organized by INTERQUEST, a research and consulting firm in the field of digital print and publishing. This was an incredibly engaging and informative event that I thoroughly recommend to those interested in digital print. If you are a Twitter user, you can check out some of the live conversation using 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

June 2011 | Graphic Arts Magazine

Interestingly, Quick Response (QR) codes were one of the technologies frequently mentioned at the forum. Everyone in the room was quite engaged by the topic and seemed to know at least a bit about the technology. Just a year or two ago that familiarity would not have been present. Many experts feel that the next technology that uses print to interactively engage people is Augmented Reality (AR). This month, Diana Brown will tell you all about AR and its applications, so that you can be just a bit ahead of the curve.

This brings me back to the second insight I had at the teaching conference. While teachers are learning how to educate today’s students, employers, too, will need to make adjustments. Generally, I think printers are beginning to understand that they need to be increasingly nimble and receptive to new technologies (that young people are often already immersed in). I hope this month’s issue will help you think about some of the value in various technologies of the future.

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September 11-14, 2011 McCormick Place South | Chicago, IL USA

New Technology Introductions Live Demonstrations Education Opportunities Networking

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Installations & Investments

(L to R): Phil Anjowski, production manager; Jason Hawley, owner; Julianne Ashton, digital operator; Oscar Rosa, digital operator; and Eleanor Hawley, president.

Front row: Mike Mertens and Gary Haughton. Back row: Â Kevin McCarthy and John Morris.

BERESFORD BOX COMPANY

HAWLEY SIGNS

A new 8-colour Komori L840 press with anilox coater has recently been installed at Waterloo, Ontario-based Beresford Box Company. Purchased through Canadian Komori distributor K-North, the press is equipped with several make-ready and automation features such as plate changers and colour control. Beresford Box provides both FDA and CFIA products to the food and beverage industry, as well as supplying boxboard and nested cartons for the beverage, frozen & dry food, confectionary, and health & wellness industries.

Hawley Signs, located in Ottawa, recently installed an HP Scitex FB500 printer. Since 1966, Hawley Signs has provided internal and external signage for major shopping centres, high-tech companies and government election campaigns.

The company says it chose the HP Scitex for three reasons: its speed, its ability to adhere to coroplast, and its price point.

Xerox Canada Graphics Communications Sales and Solutions Executive Corinna Boyce joins Scan Copy Print owner Ashraf Jaffer for a first-of-its-kind install in Edmonton.

PAZAZZ

SCAN COPY PRINT

Montreal-based Pazazz has recently installed an Epson Stylus Pro GS6000 printer. Purchased through Fujifilm Graphics, the Stylus Pro is a 64-inch wide large format solvent based printer capable of a 1440x1440 dpi resolution. Epson’s UltraChrome GS inks help achieve a wide colour gamut, producing photographic image quality. Founded in 1992, Pazazz is an offset, digital, label and large format printing company.

Company CEO Warren Werbitt said that this device was chosen in order to meet growing demand for large format signage and banners.

Recently installed at Scan Copy Print is a Xerox Nuvera EA Perfecting Production System. This marks the first installation of this equipment in Edmonton, where the company is based.

Founded in 1995, Scan Copy Print specializes in on demand book printing. Company owner Ashraf Jaffer says the new press raises the bar with higher quality and production capacity for book printing. The Xerox Nuvera 200 is capable of producing up to 2,400,000 images per month.

June 2011 | Graphic Arts Magazine

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Kristen Read

Historic 500-year-old book found in small town Utah attic

Xerox gets on board with cloud computing

A partial copy of the Nuremberg Chronicle, printed 500 years ago, has been found in a Salt Lake City, Utah attic where it has been collecting dust for years.

Noting that the book is a “monument of printing history,” San Franciscobased antiquities dealer John Windle said that its worth to collectors is priceless.

In a new alliance with Cisco, a worldwide leader in networking, Xerox will be able to provide its customers with cloud-based services and solutions combining network intelligence and print. The two companies hope to use this partnership to improve efficiency for the workforce with solutions such as mobile printing.

First of all – what does cloud computing mean? If you’re not all-too-familiar with the term, basically it means using a network of remote servers hosted on the Internet to store, manage and process data – rather than using a local server or personal computer. For a more visual representation of the concept, check out this diagram:

The book’s owner (who has decided to remain anonymous) said the book was passed down to him by his great uncle and had been sitting in his home for decades. On a recent Saturday, he took it to a fundraiser for a small town museum in Sandy, Utah where he showed it to book dealer Ken Sanders. Mr. Sanders, who occasionally appraises items for PBS’s Antiques Roadshow, got the surprise of a lifetime.

“I was just absolutely astounded,” he said. “I was flabbergasted, particularly here in the interior West […] You don’t expect to see a five-centuries-old book. You don’t expect to see one of the oldest printed books in the world pop up in Sandy, Utah.”

The Nuremberg Chronicle was published in 1493, and is considered to be one of the earliest and most lavishly illustrated books of the 15th century. It chronicles the world’s history, beginning in biblical times.

This new partnership is combining the powers of print with the powers of cloud computing. Xerox’s managed print services and Cisco’s network infrastructure will, according to the company, provide partners with solutions that improve performance and reduce cost.

This edition of the book, though missing some of its pages, survived through the centuries because of the cotton bond paper it was printed on, rather than wood pulp paper. “Barring further calamity or disaster, it will last another 500 years,” said Sanders.

Cisco will offer Xerox’s printing services on its networking equipment. Companies that decide to use the print services will buy ink, toner and printers from Xerox. On the flip-side, Xerox will sell Cisco’s cloud computing technology to its clients, enabling them to store data at remote centres that can be accessed over the Web.

Though the book is very old, it is not worth a large amount of money. It is believed there are several hundred copies in circulation worldwide. If it were complete and in mint condition, however, it could be worth up to $1 million. This copy is probably worth less than $50,000. Though, to Sanders, the opportunity to come in contact with the book is priceless.

“This relationship puts Xerox and Cisco at the centre of a simplified, connected infrastructure – bringing together networking, printing and cloud services,” said Ursula Burns, chairman and CEO of Xerox. “Together we’re helping businesses transition to the cloud in ways that best suit their operations, and add the services needed to enhance security and productivity for employees.”

“Just the opportunity to handle something from the very beginning of the printed word and the book itself, especially, ironically, in the 21st century with all this talk of the death of the [printed] book, and here we have a book that’s survived 500-plus years,” he said. “It’s just exciting. The value of an artifact like this to me is the least interesting part of all.”

The alliance will help businesses extend their existing IT investments by making IT applications more accessible.

According to a recent news release, efficiency in the workforce will also be improved with solutions such as mobile printing – the ability to print from any device, anytime, anywhere.

Windle also commented on the significance of the find: “The rarity of the book has almost nothing to do with its value. If you’re collecting monuments of printing history, monuments of human history, if you’re collecting achievements of the human spirit through the printed word, this is one of the foundation books.”

June 2011 | Graphic Arts Magazine

Cisco’s chairman and CEO, John Chambers, had this to say: “Aligning Cisco and Xerox cloud offerings brings the power of intelligent networking to printing to help our mutual customers drive innovation across their business and become more agile and reduce costs. This strategic alliance also creates a tremen-

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dous opportunity for channel partners to grow revenue by building cloud practices.”

(compared with $12.8 million in the same quarter last year).

Though the newspaper’s initial modest expectations have been exceeded, it is not clear what kind of long-term effect the paywall will have on its website traffic and advertising revenues.

Specifically, here are the solutions that Xerox and Cisco are collaborating to deliver: Xerox Managed Print Services (MPS) over Cisco Borderless Networks

Other newspapers around the world have been closely watching the success of this project to see how charging for access affects readership. These days, many people can access news for free online. As a result, newspapers are struggling to survive and are constantly looking for new revenue streams.

Consolidate IT and print management using the network’s embedded security, WAN optimization, and Internetwork Operating System (IOS) software. The combined solution monitors print technology and reduces operating costs, protects confidential data from any location and improves employee productivity with advanced mobile and cloud printing applications.

How your smartphone can make your wallet lighter (in a good way) Millions of loyalty cards are printed out every year for customers of drug stores, greeting card shops and grocery chains. However, a recent smartphone innovation moves one step closer to rendering these wallet-cloggers useless. An app called CardStar turns your phone into one portable membership card.

Xerox Cloud ITO Services built on Cisco UCS and Vblock infrastructure Help customers accelerate the rollout of new IT services, so they can better respond to changing needs of the workforce and reduce IT costs through a private cloud, the public cloud or a hybrid cloud environment. These cloud services from ACS, a Xerox company, include infrastructure as a service (IaaS), cloud consulting services and private cloud deployments.

Besides keeping identification, cash and credit cards safe, many wallets today are stuffed with endless membership cards for almost everywhere that consumers shop.

Xerox Mobile Print Solution on Cisco virtual desktop clients and Cisco Cius

Well, it seems there’s an app for that.

Allows mobile workers to securely print business documents from any email-enabled device – including Cisco virtual desktops clients and Cisco Cius business tablets – to any enabled printer, using Cisco Borderless Networks and Wireless LAN solutions for reliable and seamless connectivity from any location.

An article in the New York Times reports that an app called CardStar logs users’ membership numbers in the system and creates an on-screen barcode. Cashiers can scan the phone or enter the number into their computer system – eliminating the need for all that plastic. Taking the benefits of technology a step further, the app apparently also provides customer service phone numbers and a link to the stores’ locations. A “deals” tab even pops up beside each business, telling the user what’s on sale.

The NY Times’ paywall – is it paying off?

The downside for the printing industry is that card printing is big business. Millions of membership cards are printed off and pumped out into the market every year.

In March, the New York Times launched an online paywall for its website, forcing subscribers to pay in order to read articles. At the risk of losing a vast number of readers, the NY Times started charging $15$35 per month for access to its content. Now that the initial results are in, could the risky paywall actually be paying off?

All may not be lost, however, when it comes to the printed stuff you keep in your wallet. A recent report from the Globe & Mail says that the seemingly-old-fashioned cheque might be sticking around for a while. Financial experts say that we shouldn’t “write off cheques” just yet – the paper payment system still has its uses. The value of payments with personal cheques used by Canadian customers in 2009 sits at $144 billion.

Though the debit card has caused a decline in the cheque printing world, many Canadian banks still include ordering personal cheques (at a cost of at least $35 for 50 cheques) as an important part of monthly transactions with customers.

The Good News: The New York Times reported that it has gained more than 100,000 new subscribers since it announced the digital subscription service. This represents at least an estimated $26 million in annual revenue, far exceeding early expectations for the service. Other hopeful news for the company is an increase in print edition subscriptions of the paper.

The Art of the Book in the Twentieth Century

The Rochester Institute of Technology (RIT) has just published a new book titled The Art of the Book in the Twentieth Century.

Author Jerry Kelly describes the time period between 1900 and 1999, showcasing important movements in book design techniques during the last century using more than 100 full-page colour plates.

“While the advertising marketplace remains challenging, we are confident the path we have been pursuing to transform our company is the right one,” Janet L. Robinson, chief executive of the Times Company, said in a conference call with analysts.

The Bad News:

There have been many rapid changes in the printing industry over the last 100 years, from typography and design to the printing press itself. Kelly highlights important practitioners in the craft of book design in his new book.

On the flip side, the New York Times is the US’s third largest newspaper, so 100,000 new subscribers is not an extraordinarily impressive figure. Many are questioning how difficult it will be for the company to sustain this kind of business model.

However promising the initial results are, it is too early to consider the paywall a success.

Kelly discusses the principles behind some of the great master designers of the 20th century – names like Bruce Rogers, Joseph Blumenthal, Stanley Morison, Max Caflisch or Hermann Zapf. He focuses on their wide range of talents, from

First-quarter revenue at the Times Company dropped 3.6 percent to $566.6 million. Earnings fell 57.6 percent to $5.4 million

June 2011 | Graphic Arts Magazine

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Your perfect connection to the printing and graphic arts industry

classically inspired design and historical revival to modern, original typography.

have started to implement JDF-enabled automation. The recent recession has made productivity gains more critical than ever for printers, and the JDF Product Certification Program provides clear and unmistakable guidance for those printers working towards production automation.”

“This book explores the work of some of the 20th century’s most influential typographers and book designers, each of whom is treated in a separate chapter,” said David Pankow, curator of RIT’s Cary Graphic Arts Collection*. “What better guide could one hope for than Jerry Kelly, an authority on typography and an award-winning book designer himself!”

Pankow also notes that this is sure to become an essential book to every typographer’s library.

According to a recent press release: The 50 certified products move the industry closer to realizing the full potential of the Job Definition Format (JDF) specification, created in 2001 to allow integrations between automated workflows of different manufacturers’ equipment.

JDF-certified equipment has proven its ability to accurately receive and pass on electronic job information in an effort to help print providers speed production and minimize mistakes and touch points during production.

More information is available on RIT’s website. *RIT Cary Graphic Arts Press and its imprint, RIT Press, are scholarly publishing enterprises at Rochester Institute of Technology. The Press is associated with the Melbert B. Cary Jr. Graphic Arts Collection, one of the country’s premier libraries on the history and practice of printing.

CIP4 reaches milestone with 50th JDF Product Certification

“By using JDF certified solutions, print providers can be confident that their entire workflow will run smoothly from prepress to press and postpress. Companies like Avanti invested a lot of time and money to achieve this certification so their customers will have a Quality Assurance Stamp ensuring that the different applications they count on to run their shop, can work together,” said Dr. Mark Bohan, vicepresident, Technology and Research, Printing Industries of America.

The CIP4 Organization has just certified its 50th product under the JDF Product Certification program. The milestone was achieved as Avanti’s Graphic Arts Management System passed the Printing Industries of America’s stringent testing.

These 50 certifications move the industry closer to realizing the full potential of JDF. “This is an important milestone for an important program,” noted the executive director of the International Cooperation for the Integration of the Processes in Prepress, Press and Postpress Organization (CIP4), James Harvey. “InfoTrends recently reported that automation is a priority for over 60 percent of printers, and we know that over 40 percent of printers

Avanti’s software was specifically certified for its ability to facilitate automation by electronically communicating with prepress equipment using Job Messaging Format (JMF) communications, while transferring the appropriate JDF requirements for prepress workflow completion.

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June 2011 | Graphic Arts Magazine

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June 2011 | Graphic Arts Magazine

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Your perfect connection to the printing and graphic arts industry

Tony Curcio

People and events

People and events Tony Karg in Tokyo

Thursday, August 11 • Ontario Printing & Imaging Association (OPIA) Toronto Golf Classic • Angus Glen Golf Club, South Course • www.opia.on.ca

Tony Karg, Senior Director of Business Development and Marketing at Fujifilm Canada Graphic Systems, has begun a 2-month assignment at Fujifilm’s corporate office in Tokyo, Japan. Karg oversees the brand and product marketing for Fujifilm-sold products through print, web, 1:1 personalized marketing, video and trade shows. The assignment is no surprise, considering that Karg is a contributing member on several multinational Fujifilm development projects dealing with electronic information transfer, RIP and workflow, display graphics, wide-format inkjet and the New Business Initiatives Council. Throughout his career, Karg has had a rare ability to spot important future trends in the graphic arts industry, then react quickly, developing workable strategies to achieve corporate goals.

Congratulations Tony – and good luck!

September 11-14 • Graph Expo • McCormick Place • Chicago, Illinois • www.graphexpo.com Explore the latest offset, digital and hybrid technologies. Special show floor sections include Prepress/ Software/Workflow, Press/Finishing, Mailing & Fulfillment Centre, GREENspace, PackPrint/Future Print, Newsprint, Education Main Street and more.

November 10-12 • Graphics Canada Trade Show • Toronto International Centre • Toronto, Ontario, Canada • www.graphicscanada.com Show features include PacPrint Canada Show, Canadian Printing Awards, Wide Format & Sign Pavilion, PacPrint Canada Conference, Design Canada Showcase, Printing Sales Training Day, Software & Automation Zone, Do More with Flexo Seminars, Graphics Canada Seminar Series and Graphics Software Theatre.

Thursday, September 22: The day that could change your business forever

Our plans for Printing Survivor 2011, our premiere event in Toronto Thursday, September 22, are well underway – and we want YOU there!

Don LeBlanc moves to Vistaprint

Don LeBlanc has joined Vistaprint, a leading online provider of professional marketing products and services, as Chief Marketing Officer for North America. “Over the past decade, Vistaprint has helped millions of micro businesses by enabling them to market their businesses in an affordable, professional way,” said Trynka Shineman, President of Vistaprint’s North American Business Unit. “Leaders like Don will be paramount to our success. His experience in the small business space as well as retail and consumer marketing, make him an ideal choice to lead our North American marketing group.” Before joining Vistaprint, LeBlanc worked with Staples, Inc. for 10 years in various executive marketing roles.

Are you a graphic arts professional looking to expand your business? If so, then we want you to attend. Because, quite simply, we want to make this the most practical, informative and helpful show possible by generating new ideas and proven strategies that you can take back to your shop the very next day and use to eventually improve your bottom line.

We’re also trying to attract the most successful entrepreneurs as key speakers – those in the printing and related industries that have managed not just to survive the past two challenging years, but actually thrive amidst the chaos.

Are you one of these leaders? If so, we also want you to participate.

Tuesday, June 21 • PACKEX Conferences • Toronto Congress Centre • Toronto, Ontario • www.packextoronto. com

But through all this, we have never lost sight of the fact that this is YOUR event – so please tell us exactly what you want to see and we’ll pursue it relentlessly.

Three-day conference and networking event explores the latest trends and technologies in packaging with expert insights on topics of importance to packaging professionals. Discussions will include Competing Globally Through Automation, Expanding Your Exports, Walmart Sustainable Packaging Conference, a Tactical Implementation Session, Global Food Safety Initiative, PACsecure Packaging Scheme and PAC Leadership Awards Gala Reception and Dinner.

Go to http://j.mp/gamsurvey and tell us what you think, what the industry needs right now and how these kinds of events can help all of us move forward. We will evaluate all suggestions received and work our usual magic – and there’s a special draw for an Android tablet that respondents could win. Or, if you’d prefer to phone us, you can call toll-free: 1-877-513-3999.

Keep watching future issues of Graphic Arts Magazine for more specific news regarding speakers, event topics and other details.

Thursday, July 7 • BCPIA Golf Tournament • Morgan Creek Golf Club, 3500 Morgan Creek Way, Surrey, British Columbia • www.bcpia.org

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Your perfect connection to the printing and graphic arts industry

Tech News

convenience of being able to snap a photo on your phone on a summer’s day and turn it into a stamp right away will appeal to people,” Canada Post spokeswoman Anick Losier told the Toronto Star in an interview.

Move aside iPhone; paper smartphones are the future

The Star says:

At the recent Association of Computing Machinery’s CHI conference in Vancouver, Queen’s University presented a paper computer that duplicates many of the iPhone’s functions including making calls as well as playing games and music. It has the look and feel of a small sheet of translucent paper.

Pictures of your baby, wedding or graduation are expected to be the most popular uploads, as well as images from perpetual vacation gloaters who want to keep shots of their beach retreat in circulation long after the last post card from the Bahamas has hit your doorstep.

Welcome to the next generation of super-thin and flexible computers. This paper-thin smartphone is a 3.7-inch piece of film that uses e-ink and electronic paper to carry out many of the functions possible with today’s iPhone.

The app, called “Canada Post” is for the iPhone, BlackBerry and Android. Using the “Picture Postage” tab, users can select their photo and place an order. Taking 10-14 days to deliver, a sheet of 20 self-adhesive, domestic-rate stamps will cost you $27.95. A full sheet of 40 stamps costs $44.75.

(That’s more than double the price of standard postage!)

But for a personalized stamp depicting you on vacation “holding up” the leaning tower of Pisa? Well, that’s priceless.

“The e-ink screen is similar to what you find in the Kindle except this screen is flexible,” Professor Roel Vertegaal, director of Queen’s University’s Human Media Lab said, according to the Vancouver Sun.

New report says e-reading is here to stay A recent study from InfoTrends projects that within five years, a third or a half of all readers will be using electronic devices. Annual spending per user on e-media is growing at a 4.3 percent rate. For companies that want to publish electronically, InfoTrends has a few suggestions in its latest report.

Scientists at the Queen’s University lab are calling it the Paperphone. The team that created the device also includes researchers from Arizona State University, and was developed in conjunction with ASU’s Flexible Display Center and the E Ink Corporation, a leading developer of electronic paper display technology.

The phone’s look and form is much like a flexible conference badge. Making a call is even easier than on an iPhone – just bend the interactive paper into a curve and hold it to your ear.

“Just curving the screen, it knows you want to make a phone call,” Vertegaal said.

For companies that want to publish electronically, InfoTrends suggests that they must be aware they’ve got an expanding base of potential customers. There is an ever-growing number of devices available such as the Kindle, Nook, Sony readers, and also multi-purpose devices such as iPads, laptops, notebooks, desktops and even smartphones.

The hand-held computer is much less fragile than an iPhone as well – you can actually hit it with a hammer. The device also uses less electricity, and its durable material is better for the environment.

Though the prototype phone is in its very early stages, and would cost hundreds of millions of dollars to commercialize, Professor Roel Vertegaal expects that within five to ten years, all phones will look like this.

With all these devices, publishers must address changing formats that are acceptable for large groups of consumers. The end-user community has become increasingly flexible in its electronic reading habits, and technology providers must recognize this. Annual spending for users of multipurpose devices is growing at a rate of 6.9 percent.

New Canada Post app: turn your photos into stamps Here’s another great example of how digital technology and the power of print can work hand-in-hand. A new app from Canada Post lets you take your own digital photos and turn them into functioning domestic stamps. They are printed at Canada Bank Note, becoming real currency the moment they come off the press.

A press release explains: End-users have shown that they are willing to adapt to new ways of reading, a consideration that should encourage technology providers to continue investing in the development of new products.

Results of the report, which captured the responses of nearly 700 users of e-reader devices, is available online. It is called Reading E-Media: The End-User Perspective.

“We’re hoping that the

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Diana Brown

with the Augmented Reality. You may be familiar it means. term, but perhaps you’re not sure what you’re Or maybe you have never heard of it, but article, eager to learn more (you are reading this t level after all). Augmented Reality (AR) is the nex has the of print and digital interaction, and it ract with potential to revolutionize the way we inte how marthe world around us, and subsequently, you think keters will advertise to consumers. So if is tech that using QR codes to link print to the web mented sav vy, just wait until you hear about Aug Reality!

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Your perfect connection to the printing and graphic arts industry

Diana Brown

Te c h n o l o g y

AR’S HISTORY AND HOW IT WORKS

AR is the end result of layering data (audio, graphics and animation, for example) over live video. This creates a view of reality that is modified by computer-generated inputs. This technology is meant to add information, meaning and value to the real world in real time. Its goal is to enhance the world around us, blurring the lines between reality and virtual reality, and is more than just animated video because you are actually controlling every move. This technology has a broad range of applications from enhanced advertising campaigns, to location-based services that help users navigate new places, to providing more relevant educational experiences, to pure fun and frivolity.

It is believed that the term “Augmented Reality” was coined

by Thomas Caudell in 1990, when he was working at Boeing where this technology was used to help workers sort parts.

That was 21 years ago, but the first ideas surrounding AR date back over 50 years ago. In 1957, Morton Heilig, Cinematographer, created a simulator called the “Sensorama” with picture, sound, vibration and smell. Fast forward to 1975 when Myron Krueger created “Videoplace” which allowed users to interact with virtual objects for the first time. In the year 2000, Bruce H. Thomas developed ARQuake, which is the first outdoor mobile AR game and in 2008, Wikitude AR Travel Guide premiered on the G1 Android phone. In 2011, Nintendo 3DS included six AR cards that can be used to play various mini-games involving 3D objects.

For example, what if you are exploring a new place in the world but you don’t speak the language? There is a simple (AR) solution to this problem! QuestVisual has created Word Lens that allows your smartphone to become an instant pocket translator. Simply open the Word Lens application and point the camera towards the text you wish to be translated. The text is instantly translated into English on top of the existing text very clearly. You have to see how incredible this technology is to believe it: http://j.mp/iMpUSg (Keywords: Introducing Word Lens).

Three components are necessary for AR to function: content, software, and the marker (which is a black-and-white label or other distinguishable graphic that will prompt the software to display the correct 3D graphics). Users can then hold the marker up to a webcam or smartphone to discover the additional content within the AR application. AR has inherent depth perception; therefore, the user can move the image on paper by moving it in “real life.”

The surge in smartphone adoption is likely to help facilitate the AR usage in everyday life and will aid in the rapid perpetuation of the technology. In a hyper-customized world, the advertiser can now let you, the consumer, control reality.

Will a “somewhat” relatable model selling you Coca-Cola in an advertisement really trigger you to buy the product? Now, Augmented Reality enables the consumer to “exist” inside of the print advertisement and now you are selling yourself the bottle of coke.

To better understand how AR technology operates, here are the three types of displays used to provide the experience to the user: head-mounted displays (whereby the user will see the real world with graphical images displayed overtop aided by sensors, which allow the device to align real and virtual worlds), handheld displays (smartphones, for example, which provide portability and built-in cameras for AR interaction) and spatial displays (projecting graphical images onto real objects).

You may be asking yourself, “if it’s so great, why isn’t everyone using it?” The answer is that the implementation of the technology is still in its infancy and can be very complex. It can also be expensive to maintain and although AR has had lots of hype in recent years, it is still very much in its experimental phase.

June 2011 | Graphic Arts Magazine

Complex software algorithms (for example, custom-coded C++ applications) enable enhanced interaction with one’s graphics card for AR sophistication, making this technology such that not everyone can easily create AR applications yet.

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ESQUIRE MAGAZINE AR APPLICATION

Esquire was the first publication to create a “living, breathing, moving, talking magazine.”

The magazine is famous for being at the forefront of technology in the magazine industry (the E-Ink issue in October 2008, for example) and the Augmented Reality application for their “2009 Best and Brightest” issue is no exception. In partnership with a digital services company (The Barbarian Group) the team collaborated and brainstormed to create a magazine with unheard of capabilities.

Once the reader installs the Esquire Magazine Augmented Reality software (www.esquire.com/ar), the marker can be held up to a webcam to unleash the unique capabilities. The software “tricks” the webcam into showcasing Augmented Reality by reading the black-and-white marker, prompting the correct scene to play on the screen, overtop of live video.

It was important for Esquire Magazine to not only show off this technology, but to really showcase Augmented Reality’s ability to add value to the editorial content within the magazine. Therefore, there are a number of opportunities to participate in AR experiences throughout the issue. The Augmented Reality content within the magazine occurs on the front cover (with Robert Downey Jr. sitting on top of the AR marker), in a monthly piece (“Funny Jokes from a Beautiful Woman” featuring Gillian Jacobs telling a joke), and also in their fashion story (you can control what the model is wearing by rotating the magazine to change the seasons on screen). All of the AR content was filmed with high-definition cameras and frame-by-frame animations layered over top.

Specialized 3D software was then used to ensure the user could interact with the AR content from any angle. The end result is that the reader can tilt the magazine from right to left, or up and down and watch Robert Downey Jr. tilt with them. AR technology is not virtual reality because of the live video aspect; therefore, AR is reality that is enhanced with computer-generated components to create a unique reader experience.

Check out this great video link to see a tour of Equire’s AR issue for yourself: http://j.mp/jlr1A8 (Keywords: _Esquire_’s Augmented Reality Issue: A Tour).

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Will a “somewhat” relatable model selling you Coca-Cola in an advertisement really trigger you to buy the product? Now, Augmented Reality enables the consumer to “exist” inside of the print advertisement and now you are selling yourself the bottle of coke AR & ADVERTISING

How is this technology shaping the future of advertising, among many other industries? Advertisers like Coca Cola and Absolut Vodka have used AR print ads to empower their consumers to see something additional that only those with smartphones can experience. For some consumers, this exclusivity enhances the desire to participate in the ad campaigns. In terms of the Coca Cola AR campaign, when the reader holds his or her smartphone with the corresponding AR application over the print ad, it appears as though the reader is the one holding the bottle of coke in the ad. In the Absolute Vodka advertisement, a limited edition, secret flavour is to be unveiled and the user can only uncover it if he or she holds the phone over the advertisement, and the bottle is unveiled.

On the advertising front, AR technology opens up a floodgate of opportunity to integrate AR as part of a larger, cross-media campaign. Lynx deodorant’s “Angel Ambush” campaign in the UK included a TV commercial featuring angels falling from the sky due to the “irresistible scent” of Lynx product.

Advertisers took this one step further and within London’s busy Victoria Station, actually made angels fall to Earth beside the consumer. Commuters who stood on a decal floor marker, got a “heavenly” surprise when they saw themselves on the large departures board screen along with the AR angel who had just fallen to Earth. Becca Sawyer, part of the advertising agency who came up with the Angel Ambush campaign stated, “We didn’t know if it would work, either technically or in

Your perfect connection to the printing and graphic arts industry

Diana Brown

Te c h n o l o g y

terms of how people would respond to it.” Crowds gathered and this campaign successfully drew in their target market.

international layers to search, explore and experience the world, including “Free Sightseeing,” “Food and Drink” and “Your City 100 Years.” Even the Canadian Government’s “Action Plan Canada” is going high-tech, and this layer provides a link to all Action Plan Canada projects in up to a five-kilometer radius. As users complete a 360-degree turn, it will show them each project in the direction they are facing. Additionally, if they are interested in visiting the project site, it will launch their Maps application for the iPhone, which will then provide them with turn-by-turn directions to get there by driving, walking or taking public transit.

Sawyer feels that “Augmented Reality is all about creating a fantasy experience that people can interact with,” and this campaign did just that. Watch more about the AR angel here: http://j.mp/j2vy8L (Keywords: Lynx Excite Angel Ambush London Victoria). Watch the fallen angels TV spot here: http://j.mp/l2JEtM (Keywords: Lynx Excite TV Advert – Full Length Version).

When it comes to selling a high-tech car, the makers of Fiat decided that the traditional ways of selling a car were not the most appropriate for the new, high-tech generation of drivers they were targeting. In order to align their campaign and increase its relevancy to their target market, they created an AR application (“Street Evo”) where users can learn more about Fiat by using technology to scan traffic signs from around the city. These traffic signs are recognized by smartphones in much the same way that QR codes are interpreted (via pattern recognition) and each type of traffic sign informs the consumer about a different feature of the car.

For example, if users scanned a stop sign, they would be shown the Fiat’s superior breaking capabilities via a 3D animation on their smartphone. Fiat also incorporated a contest into its app to encourage users to participate in the Street Evo campaign, resulting in over one million traffic sign scans in one week.

Are you looking to buy a home in the Netherlands? Not sure where to start? Use Layar’s Reality Browser app overseas, and potential home buyers can visit their desired neighbourhoods with their smartphones and interact with their surroundings in a meaningful way. Once the smartphone is held up in the direction the user desires, indicators will appear where there are properties for sale. Potential buyers can set their purchasing parameters (price range, radius to current location, etc.) and perform a complete 360-degree turn to see all of the properties on the market. Armed with this information, they can then click on the properties of interest for more information, as well as speak directly to the real estate agent via their phone.

Similarly, “LookBackMaps” is an exploratory application that super-imposes old city images on top of new city images on your smartphone to aid in civic engagement and historical education. Once the user is in the correct location, he or she is able to call up a translucent image of the location as it used to look overlaid on the live video being taken with the smartphone. “In my day, we had to walk to school uphill both ways!” Well, now we can fact check that using AR technology!

How about using AR to market oneself? Burton Posey, Interactive Game Designer/Developer, created his own 3D Avatar on his business card that comes to life when the AR marker is scanned. This is a clever way to distinguish himself from his competition and demonstrate his capabilities to potential clients. Check out his AR business card here: http://j.mp/ kGBCli (Keywords: Augmented Reality Business Card – Avatar Concept).

“We strongly believe that in 2-3 years from now, if not sooner, the mainstream consumers out there will use their phones to simply point them at buildings, at products, even at people to find out more about these various objects or personalities,” Chief Marketing Officer of Mobilizy, Andy Gstoll, explains. Gstoll admits that there are many privacy implications to location-

These are just some of the thousands of examples of AR technology in the hands of advertisers today. But not all Augmented Reality applications have to use jaw-dropping graphics for the “wow factor.” There is a wealth of practical applications for this technology that go beyond just selling a product.

We strongly believe that in 2-3 years from now, if not sooner, the mainstream consumers out there will use their phones to simply point them at buildings, at products, even at people to find out more about these various objects or personalities.

OPPORTUNITIES FOR USE

Andy Gstoll, Chief Marketing Officer of Mobilizy (maker of the Wikitude AR browser in Salzburg, Austria) believes that the future opportunities for AR will be in location-based services. Whether navigating through unknown territory or discovering new places in your own city, he states that AR will help bring increased value and relevance to the world around you. Gstoll specifically breaks down the three types of location-based scenarios for which AR can help provide solutions. The first is “search” where users are looking for something in particular, such as a Thai restaurant or museum.

The second is “explore” where users are not sure what they are looking for but they are just discovering what is around them. The third is “experience,” whereby users are looking for AR to provide additional value, which can include entertainment. All three types of location-based AR solutions can be accessed through one’s smartphone by holding up the phone in the desired direction.

An example of a location-based AR application is Layar’s Reality Browser, which is designed to enable users to discover information about the world around them. The app displays “layers” of information about a specific location in your smartphone’s range of vision. Their catalogue includes over 1500

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based AR technology, however this has not stopped social networking sites like Facebook from forging ahead with aggressive international expansion.

Augmented Reality is also very well suited to education and training, by adding relevance and context for students. For example, a healthcare provider (HCP) in training can download an app that lists medical emergencies. The student can then click on an emergency to learn more about the preferred treatment method, including tracking patterns to help simulate the correct procedure. The 3D simulation will show when, how and where to execute the correct procedures (Cardiopulmonary Resuscitation, for example). The student can then record himself or herself practicing the training and can then layer the 3D simulation over top of his or her practice to correct any mistakes. This AR usage allows for deeper understanding of topics and a more meaningful learning experience.

One daring AR user decided to test the limits of the technology by tattooing a game card from a Nintendo 3DS AR game onto his arm. But did it work? It certainly did! The ink was clear enough that the camera on his Nintendo 3DS could accurately read marker and display the corresponding graphics. The effect is pretty captivating, as game characters and animation is seen bubbling up from the gamer’s arm.

THE FUTURE OF AR

As you have witnessed, Augmented Reality does not fit into a traditional “advertising applications only” scenario, and is already being used in many other industries.

It is extremely exciting to think of where and how this technology will be applied in the not-so-distant future. There is a huge opportunity for AR technology to supplement printed products

from the books we read, to the printed advertisements we see on the subway, to the packaging we consume every day.

What if, instead of the author’s biography being printed on the back cover, there was an AR marker that when you hold your smartphone in view, the author came to life in 3D on your phone to discuss him or herself? Additionally, there is a tremendous amount of room to include value-added content within publications like magazines, books and even newspapers through embedding video clips or linking to additional information. It would be fantastic to have educational resources, like Shakespearian texts, with built in Coles Notes that summarize key points in plain English and even act out scenes for increased understanding and student engagement.

From a packaging perspective, AR could be used to enhance the consumer shopping experience to include more information to supplement the printed package, or for contest or promotional hype.

This technology could also be extremely useful from a printer training perspective. Whether the equipment is digital or offset, key markers could indicate the inner workings of the equipment via an AR application for enhanced learning. Training via digital simulations overlaid onto the real equipment could provide a wealth of knowledge for faster learning using fewer resources.

The potential for Augmented Reality technology is limitless and the future opportunities are unfathomable in today’s world.

Diana Brown is the Owner of ON-SITE First Aid & CPR Training Group, a health & safety company who provides training to the Graphic Arts industry. diana@onsitefirstaid.ca

Stefanie Stroh has a M.Sc. in Packaging Design and Marketing from the University of Applied Sciences. In 2009 she joined Ryerson University for a 1-year guest professorship at the School of Graphic Communications Management. Her field of expertise lies in the area of packaging and communication design.

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Tony Curcio

For the record

For the record Don Gain

I recently chatted with Donald N. Gain, President of Harmony Printing in Etobicoke, Ontario who has seen a lot evolve in his more than four decades in this industry.

A crucial role. For example, I would bet that anyone reading this, at one time or another, has needed advice on any particular facet of printing. So, networking is just one of several benefits of membership. Right now, for instance, I could call any one of dozens of printers in Canada for specific expertise and get an immediate response – because we had either networked together or met personally through these organizations.

There are all kinds of other perks too, such as discounts, access to research reports, newsletters, etc.

You purchased Harmony Printing in 1988 and have guided it from a small shop to one of the most successful and respected mid-sized printers in the industry. What were some of the key turning points?

It comes down to basics – and your reputation is number one.

Harmony’s was excellent when I purchased it, and we have all worked hard to maintain and enhance our reputation. People are key – and we have retained many original employees and added some outstanding new talent. We maintain a high level of pride in our work, have a strong team spirit and help each other continually.

These associations are printers working for printers, acting as consultants as well as well as government watchdogs. They lobby government relentlessly to make decisions that are in the best interests of our industry. Please visit the websites of these organizations, investigate the benefits of joining and see the impact of the work they do. They also welcome feedback.

One of my most invaluable assets is a strong group of friends from outside the industry (mostly professionals) who act as unofficial advisors when I make crucial decisions. Our success was also due to protecting our current customer base while we diversified our markets – to reduce our risk factors and expand our volume. We also manage our cash wisely, minimize loan dependency, maintain strict credit policies and carefully monitor receivables.

It’s also time for every province to rally together as one focused team for the benefit of all printers across Canada. Let’s take inter-provincial co-operation to a new level in 2011. Finally, I want every printer to know that there is indeed a huge support network out there – but you’ll have to take the first step. Read CPIA President Bob Elliott’s advertorial on page 34.

What’s your take on the future? Any additional comments?

Given your past success, if you were starting out in this industry or expanding, what specific advice would you offer?

Today, knowledge that wasn’t available in the past because it was too costly to print can now be found on the Internet. I do believe in the future of print, though it’s continuing to evolve.

Some litho work is going digital but in many applications, conventional print is more cost-effective and permanent.

Run like hell in the opposite direction ( just kidding). Start by asking yourself “why this industry?”

Do your homework. Which market(s) do you want to enter, what resources will you need for your target group (including facilities, capital, staff and equipment), who will be your competition and what’s your future growth potential?

Some “trade” printers are now competing with their own clients by selling directly to the end user, which in my view contradicts the definition of their business. However, this shouldn’t surprise us as some of our equipment vendors also “broker” print for some of our potential clients, and one may even compete head-on with their print customers. It’s frustrating when your suppliers are doing an end-run by competing with us for the same work.

Build a team that includes a diverse group of people with common interests and goals, but different perspectives and backgrounds. This will facilitate the growth of new ideas and knowledge. Identify everyone’s strengths and weaknesses and never let your ego get in the way.

The “commoditization” of print is something we all have to challenge. We are manufacturers of custom-made products and even though we are registered as manufacturers, we are basically in the service business. If we are unable to bring a high level of service and value-added benefit to our clients, we should pursue a different career.

• Find people outside the industry who you trust to help you build your business.

• Have a plan that measures accomplishments and fine tune it as you grow.

• E xpect the unexpected and deal with it quickly. Ignored issues usually get worse.

Tony Curcio ajg.curcio@gmail.com

• Always be prepared for change.

Your involvement with industry organizations such as the CPIA, OPIA and others has been unwavering. What role are these associations now playing across Canada?

June 2011 | Graphic Arts Magazine

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June 2011 | Graphic Arts Magazine

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Diana Brown

Education

Research and development 101 A strong research and development (R&D) focus allows individuals, businesses, industries and the world to rise up against mediocrity and achieve greatness. Technological advancements happen because of R&D efforts, and without the numerous innovators throughout history who believed that the printing press could be improved, we may still be printing on converted wine presses.

June 2011 | Graphic Arts Magazine

R&D is all about discovering new ways to innovate a product or process, and then converting that knowledge into action.

Innovation is the focus of R&D, but innovation without a clear purpose is ineffective. It is a process of striving for constant improvement, and to fill a need in the marketplace that’s integral. Knowing that a current product or service offering is not perfect, and learning how to make it better for their clients is a critical R&D concept.

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June 2011 | Graphic Arts Magazine

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Your perfect connection to the printing and graphic arts industry

Diana Brown

Education

Top Five Research & Development Insights

In-Action Example: Hadi Mahabadi

Most participants in the graphic arts industry recognize Hadi Mahabadi’s name due to his outstanding achievements in the area of research and development in our industry. Mahabadi is the vice-president of the Xerox Research Centre of Canada (XRCC) for Xerox Corporation. His strong R&D focus largely stems from his PhD in the discipline of polymer engineering from the University of Waterloo and has helped lead to the creation of breakthrough technologies in the areas of toner and solid ink. Mahabadi was instrumental in the development of Emulsion Aggregation (EA) technology, which was a revolution in toner technology and became commercially available in 2001. This new-age toner is based on nano-technology and means that Xerox’s customers can print twice as much with this toner as compared to traditional toners.

1. Tim Berners-Lee (World Wide Web Founder): “People keep asking me what I think of it now that it’s done. Hence my protest: The Web is not done!”

2. Steve Jobs (Apple Inc): “Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It’s not about money.

It’s about the people you have, how you’re led, and how much you get it.”

For his R&D efforts, Mahabadi has been presented with numerous awards, including recognition as being one of the Top 25 Canadian Immigrants of the Year in 2010. He holds over 80 US patents, in addition to 120 International patents, has published an astonishing 100 scientific papers and has presented at several major conferences around the world.

Mahabadi is an example of great R&D achievement in the graphic arts industry.

3.

Albert Einstein: “One should never impose one’s views on a problem; one should rather study it, and in time a solution will reveal itself.”

Resources

4.

Jeffrey Immelt (General Electric): “The only source of profit, the only reason to invest in companies in the future is their ability to innovate and their ability to differentiate.”

Organization

SID: Sächsisches Institut für die Druckindustrie – Research, Development & Consulting Services for the Printing Industry (http://www.sidleipzig.de/e_index.php) SID is a research and development firm for small and mediumsized printing companies, which has been operating since 1990. Its service offerings include solutions for the entire print workflow, such as machine construction, print operations and prepress. Examples of print research projects SID has worked on in the past include de-inking of newsprint, RFID antenna printing and re-writable printing plates. SID maintains a strong network of institutional education and industry research partners to ensure the successful completion of projects.

5.

Thomas Edison: “When I have finally decided that a result is worth getting, I go ahead on it and make trial after trial until it comes.”

Blog

cessful products and services, and others fail to compete.

The book focuses on what the authors call “the nine interlocking principles of smart R&D,” whereby an organization makes good strategic decisions at the right time. Best-inindustry examples showcase the nine principles at work and demonstrate how successfully implemented R&D programs can create successful organizations. The relevance of the book is achieved by the well-researched nature of the publication itself.

NspiRD – R&D Management Blog (http://rdmanagement.blogspot.com/) Dr. Sandeep Mehta, who is an R&D veteran and holds a MS, MBA, and Ph.D in the field of engineering, maintains this R&D blog. Mehta understands the needs of large R&D organizations because of his experience managing large R&D portfolios. His blog focuses on the “challenges, best practices and trends in R&D Management,” whereby he analyzes R&D practices from a number of angles. This articles including: “Enhanced R&D Risk Management,” “Apple R&D and Steve Jobs Methodology: Engaged Leader” and “More Proof That Innovation is a Buzz Word.” This blog is a must-read resource for anyone interested in R&D management.

Amazon.com Rating: 5 starts out of 5 (8 reviews) Organizational growth and success relies on discovering innovation through R&D processes. Achievement-oriented businesses understand the past, work in the now and think in the future.

Book

The Smart Organization: Creating Value Through Strategic R&D by David Matheson & James E. Matheson

Diana Brown is the Owner of ON-SITE First Aid & CPR Training Group, a health & safety company who provides training to the Graphic Arts industry. diana@onsitefirstaid.ca

Retail Price: $45.00 (Hardcover) This 304-page research and development resource guide examines why some organizations can deliver numerous suc-

June 2011 | Graphic Arts Magazine

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For your print information: Colour theory What is colour?

light in mostly equal proportions (which will combine to make white light). Printing inks are designed to act as light filters; that is to say that if we were to apply a layer of cyan ink to a sheet, what we would actually be doing is preventing red light from being reflected off the surface of the paper. This is important to note, because when the red component of white light Subtractive colour mixing of is removed, only green and blue cyan, magenta, and yellow are left, and these two colours combine to create cyan light. Each of the three primary colours in this scheme will absorb a certain colour of light:

The term colour refers to a sensory impression that is created when our eyes and brain attempt to process radiated or reflected light. Light itself is a type of energy that behaves as a wave, and without it there could be no such thing as colour.

White light is actually composed of many different colours of light, each of which can be identified according to their wavelength. The various colours of light that the human eye is capable of detecting are referred to as the visible spectrum of light. At one end of the visible spectrum are the short wavelengths of light we perceive as blue. At the other end are the longer wavelengths of light we perceive as red. All of the other colours we can see are found somewhere within this spectrum.

Colour theory

In order to reproduce any of the colours in the visible spectrum of light, we must employ one of two colour theory systems. The first system, known as an additive colour system, is used by devices that are capable of emitting their own light, such as computer monitors or televisions. The second colour system, known as a subtractive system, creates the appearance of colour by reflecting and absorbing ambient light. This is the type of colour system that is used in printing processes.

- Cyan: absorbs red, and reflects blue and green - Magenta: absorbs green, and reflects red and blue - Yellow: absorbs blue, and reflects red and green Early on, printers realized that if you print cyan, magenta and yellow on top of one another, the colour you end up with is much closer to muddy brown than black. This is because the pigments used to give ink its colour are imperfect, and even under ideal conditions will not block 100 percent of any colour. As a result of this shortcoming, black ink was added to the the subtractive colour system we use in colour printing processes.

Additive Colour Theory (RGB)

Additive colour mixing of red, green, and blue

In an additive colour system, red, green and blue light combine to create white light. The key feature of this system is that we see the colour because it is being emitted by the source. In this colour scheme, black is created by the absence of light.

Combining all three primary colours creates white light. The most common example of an additive colour system is a computer monitor.

Conclusion

Colour theory is important because it has such far reaching implications for the graphic arts industry. For the average person, it can be easy to forget how complex a subject it can be; physics, the physiology of human vision, psychological factors, and even cultural influences can affect how a viewer perceives colour. However, as colour is very much a part of our business it is in our interest to understand the factors that influence how it is reproduced.

A subtractive colour scheme is slightly more complicated. In this system, cyan, magenta, and yellow inks subtract colours from white light and combine to create black. The key feature of this system is that we see the colours because light around us (from the sun or a lamp) is reflected off the surface of something (such as paper). In a subtractive system, we start with the white light reflected by the surface of the paper and use printing inks to remove certain colours. It works like this: paper appears white because it reflects red, green and blue

June 2011 | Graphic Arts Magazine

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Your perfect connection to the printing and graphic arts industry

Myrna Penney

Management

Innovation delivers results and money from CRA Every year printing companies in Canada are receiving government tax credits or cheques adding up to millions courtesy of the SR&ED (Scientific Research & Experimental Development) tax credit, a federal tax incentive program, administered by the Canada Revenue Agency (CRA) encouraging businesses of all sizes and in all sectors to conduct R&D. Is your business one of them? If not, you need to learn about this. Attendees at the Digital Imaging Association’s meeting on April 20 were able to do just that.

industry, but does need to be unique in your shop.

Jana Lucatch shared information on the project that netted Magnum a return. She assured attendees at the DIA meeting that what printers often deem the everyday systematic approach to the experimentation related to challenges of meeting customer expectations is really innovation.

Normal trial and error, + documentation of materials and labour (Magnum tracks all of this with their job dockets) + submission = tax credit. Bonus – you don’t need to succeed to earn the tax credit; you just need to show you did the R&D. Another bonus – if the tax credit goes beyond your actual tax, then you receive cash for the balance.

Doug Picklyk – Canadian Printer magazine – DIA’s Technical Committee Chair – provided an overview of the SR&ED program and also lead a discussion about the positive experiences some DIA member companies have had with the program.

Technical report required

Making a claim does require a technical report and good documentation of your costs and activities. There are many consultants available who specialize in this process – typically working on a contingency fee basis. Lucatch advised DIA listeners that Magnum had investigated consultant options and chose Service Optiprint – www.optiprint.ca. She informed the audience about the depth of Magnum’s experience with Optiprint’s consultancy. Other DIA audience participants concurred that Optiprint was a viable option because the company specializes in the printing industry, providing a turn-key service for the SR&ED tax credit program to a broad range of businesses within the graphic arts industry.

Jana Lucatch – president, Magnum Fine Commercial Printing and member of the DIA board – shared her company’s recent experiences both with the program and with Service Optiprint Inc., a company offering SR&ED application assistance specifically to the printing industry, since 2000.

Some background

Over a decade ago, the federal government recognized a productivity lag in Canada relative to some other countries.

Thus, a program was developed to encourage innovation and to promote Canada’s research and development. Today this program pays out $4 billion a year to the Canadian industry.

Do you qualify? The answer is a resounding YES.

Here’s how it works:

You only need to have encountered a technological challenge that you couldn’t solve with information readily available in the public domain. If you tried to resolve the challenge with a systematic approach, you are very likely eligible for the credit. It does not have to be a unique problem to the

June 2011 | Graphic Arts Magazine

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Your perfect connection to the printing and graphic arts industry

Myrna Penney

Management

• Clarify and finalize reporting details • Completed report reviewed by senior managers • Submit report and await return

coupons to a specific demographic on or before their birthday. To redeem the carefully selected coupons, recipients need to register in person. Printz shared the extraordinary success rate for redemption, for permission to send other materials and for the amount of money spent over and above the coupon value.

Lucatch advised DIA listeners that Magnum’s staff is given books to record their production activities because it is very hard to track information down afterwards. And remember, she said further, in a manufacturing environment there is tax credit opportunity any time you have a challenge of any kind in any work area.

It’s not science fiction

You need to understand, said Printz, that integrated marketing is not science fiction. It is about being practical. If you’ve never done integrated marketing before, start with something simple. Mail something out to a target audience directing people to visit a web landing page where you will capture their email addresses. Use the email address with discretion to offer something your demographic will actually use and/or welcome information about. Do it for yourself and then let your customers know what you did. Printz offered the DIA audience the opportunity to talk with him directly to get his assistance and some tools – at no charge – to develop this type of campaign and to experience the power that can be derived.

The DIA presenters reminded the audience that these are bottom line dollars. The bottom line for our government is that they are trying to show that Canada is innovative and technologically oriented.

Software is a huge qualifier – an appropriate segway to the second DIA presenter of the evening.

PRACTICAL INTEGRATED MARKETING

Wrich Printz, president and CEO of L2 Inc., based in San Jose, California, demystified the complexity behind crossmedia technology and integrated multi-channel marketing solutions. Printz’s presentation delivered some real world examples of print mixing with mobile and the web “without the science fiction.” Then, he illustrated in plain English how to share this understanding with your clients and capture their business.

The next step is to drive something with mobile. Right now there are eight billion cell phones on the planet, even though many are old and inactive. But there are eight billion cell phones making this the number one way of interacting with people today. QR codes are a strong example of print interacting with other media. QR codes need to go on print. That means, said Printz, that the worlds’ most populous computing device can use print to drive people to websites. “I don’t know,” he said to DIA listeners, “why people are so sad about the disappearance of print when the dominant form of computing has the ability to pick up and quickly read print.” This has made print relevant, in his mind, for the next 20 years.

L2 Inc. started as a print brokerage company. They developed software to manage business for their clients.

They were advised, said Printz, by companies like Xerox and Creo, to evolve their business and become a software company. So, he told DIA listeners, they took the code they had written to make their lives easier and turned it into a real product to become a technology partner to marketing service providers. Their product is called Fuse. It allows users to launch all integrated marketing from one platform – all driven by a database.

So the first step in taking advantage of this opportunity to deliver customer-focused results is to assess the needs of your customer(s). Ultimately, what the customer really wants to get out of a campaign is sales.

Success is based psychographics.

Definitions

Multi channel – the ability to market to different people through different channels.

on

demographics,

geographics,

• Demographics – who you are • Geograpahics – where you are • Psychographics – why you are and what you do

Cross media – the ability to send these folks over here print and those people over there email.

Wrich Printz shared two Toyota campaign examples with the DIA audience, complete with design and delivery details, the tracked results of each campaign and Toyota’s decision about which campaign to repeat – again and again. He also showed some demo applications and encouraged listeners to use them for their own campaigns, either for themselves and/or for their customers.

Multi media – the ability to send people the right message on the right device with the right content at the right time.

Customer Total Value – A customer not only delivers a measured value, but can convince other people to spend money with you as well. The snowball effect of this, Printz told the DIA audience, can become extraordinary. So, he said further, as we are looking at integrated media, it is not just about reaching and contacting people. It’s also about allowing them to continue that campaign in whatever form that is going to happen.

Printz concluded that print is not going away. It is changing.

You can drive the change in your customers and be rewarded for helping them win.

The Digital Imaging Association thanks PaperlinX for hosting the evening’s presentations, Service Optiprint for providing information about SR&ED, and Konica Minolta for sponsoring Wrich Printz.

Printz’s key objective with his presentation to the DIA meeting ultimately focused on how to implement and manage marketing campaigns to keep the revenue flowing for both service providers and their clients.

The importance of print

Printz’s personal belief is that there is no more important component to the Customer Total Value dynamic than print.

Print is going to move into a reward business. Consumers will be rewarded when they get print. Printz provided an example of a business that is highly focused on print, called birthdaypack.com. The company mails a number of printed

June 2011 | Graphic Arts Magazine

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.

32

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When you become a trial member of CPIA for only $200, we’ll help turn your business into a marketing powerhouse.

Our first gift to you will be VISIBILITY— our $225 Tactical Branding Toolkit.

“If you can’t tell your customers what distinguishes you from the competition, you’ll have to compete on price alone.”

Brian Hanington in VISIBILITY—The Tactical Branding Toolkit for CPIA.

VISIBILITY by Brian Hanington is CPIA’s tactical branding toolkit for companies in Canada’s printing and graphics industry. Part textbook, part workbook, VISIBILITY guides your company’s management and staff through a set of swift and critical steps in the rebranding process. When you make VISIBILITY your rebranding and marketing bible, your team will save more than $10,000 in consultant fees as you: Create a mission statement that spells out your reason for being • Identify what makes you truly different and decide how to tell everyone • Build sets of eye-opening key messages for each of your audiences • Give your products and services new, meaningful, memorable names • Optimize your website so you can be found by your customers • Talk powerfully to your customers through online networks.

VISIBILITY is only one of a host of benefits enjoyed by Trial Members of CPIA. Others include reduced fees at major conferences, generous discounts with FedEx, Petro-Canada, Budget, Park’n-Fly Airport Parking, and SelectCom Telecommunications.

Look again.

CPIA

The voice of Canada’s printers.

Canadian Printing Industries Association 1 800 267-7280 joincpia.ca

A

D V

E R T O

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I

A

L

Membership has its benefits

For you and every printer across Canada CPIA launches 2011 recruitment campaign with a host of perks Every major industry in this country has an organization whose responsibility it is to help its members and look after its interests on a federal level. As consumers and as printers, we know the impact that government decisions can have on our income and our business. So, a strong industry association with good cross-Canada representation that listens to its members, helps them out and acts as a government “watchdog” is absolutely essential – especially during tough economic times.

Look again.

Enter the Canadian Printing Industries Association (CPIA). Since 1939 (yes, over 70 years!) the CPIA has been helping the pre-press, press and bindery industries across this country. Its mission is to promote the interests of all members by providing government representation, networking opportunities, member services and membership benefits. And they’ve done this quietly, year after year, in ways most of us are not aware of. So what exactly are these little-known benefits?

For starters, full members of the CPIA automatically become members of the Printing Industries of America (PIA) and enjoy all the benefits of membership in this renowned organization. It’s like getting two memberships for the price of one. Here are some of the perks: • A Print Promotion Resource Centre that provides tools, tips and pertinent information on how to promote print to existing customers, potential clients and the general public

Most recently, the CPIA completed a survey of the state of the printing industry. Working with Industry Canada and PIA, it surveyed over 4,000 printers and will be writing a report outlining where the industry has been, where it is today and where it may be headed over the next couple of years. The association has also been asked by Environment Canada to co-chair an industry advisory committee to provide feedback to that department on its plans for a VOC agenda for Canada’s printing industry.

Speaking of the future, did you know that the Canadian Printing Industries Scholarship Trust Fund that began in 1971 has raised hundreds of thousands of dollars to attract the most talented young people to our industry by providing financial assistance for their education?

It’s these same young people who will ensure the future growth and prosperity of this industry.

• Information on key niche markets such as mailing, digital, variable, etc.

• Access to Petro Canada’s Money-Saving Fuel Program (@ 2.4¢ per litre) • Discounts with Fedex, Budget Rent-a-Car and Apple • Valuable cross-Canada contacts through access to CPIA’s membership directory

Become a member today But on a much more personal level, membership also allows you to make personal contacts that can be invaluable – contacts who are printers like yourself, understand your situation and your challenges and, most importantly, are willing to share their expertise in areas you may not be that familiar with. In other words, printers helping printers. And hopefully, eventually, friends helping friends.

• Access to helpful industry research reports • Special member rates on conferences and events • Informative, ongoing newsletters and e-mail blasts But just as important is the work CPIA has done – and intends to do – that impacts the pocketbook and business of every printer in Canada. The CPIA has made submissions to the federal government on everything from digital printing to international re-mailing to technology and innovation. “We have had many successes over the past several years, but our most recent is the Accelerated Capital Cost Allowance (ACCA) that we have been pushing aggressively for many years,” says CPIA President Bob Elliott.

“This was passed in 2007 and provides printers with the ability to write off their capital equipment and software purchases over a much shorter time frame of 2 years, rather than what was permitted previously. Also, in 2010, we worked with other interested groups to ensure

June 2011 | Graphic Arts Magazine

CPIA

that Canadian companies would continue to be able The voice of Canada’s printers. to insert mail directly into the U.S. Postal System.

There was strong oppos- Canadian Printing Industries Association ition in some circles and it took about 5 years to finally convince the government that this was critical to our industry,” he adds.

34

CPIA has launched a membership campaign aimed specifically at those in the industry who have previously not been members or who were members years ago.

This “Trial Membership” for only $200 provides membership for one year that allows access to many of the benefits of a “full” member. As a thank you for joining, you will receive a PDF copy of VISIBILITY, a helpful branding booklet valued at $225.

For more information, and to become a member, please visit www.joincpia.ca or www.cpia-aci.ca, e-mail them at info@cpia-aci.ca, or call toll-free 1-800-267-7280 (Canada or U.S.).

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Your perfect connection to the printing and graphic arts industry

Kristen Read

Design

Your company’s logo:

Time for a refresh?

The printing industry, let’s admit it, is in a state of upheaval. We’ve got companies doing everything from starting up and starting over, to merging and closing down. You’ve got to set yourself apart from everyone else in order to stay on top and be recognized. What better way to get a fresh start and re-energize your brand than by re-designing your company’s logo?

the box. The Mazda logo isn’t a picture of a car and the Starbucks logo isn’t a picture of a cup of coffee.

What does your company symbolize? When thinking of a design, ask yourself the following question: “What are adjectives that describe my company?” Whether the answer is speedy, powerful, productive, environmental, creative, professional, or even classic, think about ways in which you could convey this message with a simple graphic or symbol.

There are a lot of smaller printing companies out there that don’t have a definitive logo. This is an important part of branding because it is how your current and potential customers will recognize you. Your logo builds trust and gives you an identity.

Tip: flip through some magazines or websites and look at some already existing logos. Look at each one and think about the things you like, the things you don’t like, and why.

This will not only help narrow down what you want, but will also help your designer in his or her creative process.

Many larger companies either have logos that aren’t being used to their full advantage, or logos that need to be updated.

A word to the wise: if you are looking at changing your logo, think very carefully about it. It is important that you pick something and stick with it in order to have consistency in branding. It doesn’t do a company’s image any good to flip flop between different logos.

DON’T: Use a photo in your logo – keep it vector!

Some might think this goes without saying, but that’s not always the case. There are a lot of logos out there that use intricate raster graphics such as clip art. This is a problem because not only will you be unable to alter its size, but you may not own the rights to use your clip art file.

Take a good hard look at the design of your logo. Does it convey the message you are trying to send to your customers and the rest of the industry? Maybe it’s time for an upgrade.

The hardest part of the process is trying to figure out what you want, and then trying to communicate it to a designer. If you have no idea where to even start, this article features some do’s and dont’s for logo design that can steer you in the right direction. If you’ve got an eye for design though, you can try sketching out some ideas and playing with shapes and colours. If you really think you’ve got a good knowledge of design software and creative concepts, you could even let this article be your reference for DIY logo design!

Your logo needs to be completely scalable. As opposed to a raster image, a vector graphic is one that can scale to any size without losing resolution or image quality. Keep this in mind because clients will see your logo on everything from your trade show booth banners, to your business card, to your website. It has to be versatile.

DO: Make sure it is recognizable in both black-and-white and full colour.

Believe it or not, while colours are a very important decision for branding, they are secondary when it comes to logo design. If you have a logo with elements that are only distinguishable when printed in colour, you’ve got a problem. Lots of documents are printed in only black-and-white, such as faxes and newsletters. It is important for your customers to be able to recognize your brand identity in any situation.

DO: Think outside the box when it comes to design

Here’s a key point: your logo design doesn’t have to depict what your company does. Of course, that is the obvious idea when thinking of a graphic that represents your organization, but you might want to be more unique and think outside of

June 2011 | Graphic Arts Magazine

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Design

Another thing to look at with the colour of your logo is the background it will be displayed on. It might look fine on a white piece of paper, but what about if you want to have it printed on a black binder or on a dark vehicle wrap? You should consider having an alternate scheme for use on a dark background.

can create an interesting contrast, but more than that is just plain confusing.

Also think about readability. Have you chosen a font that is too thick that you can hardly distinguish between letters?

When dealing with logos, kerning is especially important – this is the distance between each individual letter. Some fonts can be too tight and need to be manually spaced out to be more legible. The opposite – too loose kerning – can also be true in some cases. Always make sure you kern the type in your logo perfectly. It might seem like a small task, but it can make a world of difference.

DON’T: Make it complicated.

Less is more!

Your audience will only glance at your logo for a couple of seconds. It has to be simple. If it is confusing with the text and graphics you’ve used, it won’t be memorable. The best logos are the ones that are not complex at all – think Nike, think McDonalds, think Pepsi. These logos are known and remembered worldwide.

DO: Show it off!

Your logo is a representation of what your company is. Make it easy for your clients and the press to get to it. Put a highres downloadable version in the media centre of your website. Have your employees (especially the ones in marketing) automatically attach it at the end of each email. Embed it in the bottom of every press release. This makes it easier for magazines and websites to write articles about your company. The easier it is for the press to find and use your logo, the more they will feature it, and the more your customers and the industry will see it. This is such an easy thing to do that can turn into a sizable amount of brand recognition – and it doesn’t cost you a thing!

Another tip: try not to combine and merge the text in with the graphic in your logo; keep them separate. You want them to be multipurpose – both parts should be able to stand up by themselves. For a letterhead, you might want to use only the text, and for your business cards, you might want to use just the graphic. You also want to think about the size ratio of the logo. If your design is much taller than it is wide, it could be hard to place on a website banner, and will take up too much room on your letterhead. However, if it is too wide, you might also have a problem putting it on something small such as business cards or company pins.

DON’T: Get crazy with fonts

Kristen Read kread@graphicartsmag.com

You should never use more than two types of fonts in one logo. If you have more than that, you’ve either got one confusing design, too much text – or worse – both! Your logo, above all, has to be coherent. One font is classic, two fonts

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June 2011 | Graphic Arts Magazine

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Kelley Robertson

Sales

17 best practices

of top performing sales people

10

Many people wonder what separates a top performing sales person from the rest of the pack. In most cases, it’s because they apply a number of best practices in their daily routine. Here are 17 best practices of top performing sales people.

1 2 3 4 5 6

They set high targets and goals. Top performers don’t wait for their manager to issue an annual or quarterly quota. They set their own goals that are usually more ambitious than the corporate targets.

11 12 13

Their sales presentations focus on the prospect.

Most sales presentations focus on the seller’s company, their product, or other trivial information that is of no interest to the customer.

They carefully plan their quarter, month and week, as well as their daily schedule. Too many sales people fly by the seat of their pants and only look at the day or week ahead instead of planning their month and quarter. Look at the big picture.

They ask high-value questions that probe to the heart of the issue. Sounds simple but most sales people fail at this and ask weak, feeble questions. Top performers are comfortable asking tough questions that make their prospect think.

14

They listen carefully to what their prospects & customers say instead of waiting for your turn to speak listen to your customer. You can ask all the questions in the world but if you don’t hear what people tell you won’t be able to present the proper solution.

They clarify the issue when they are unclear what their prospect means. People often say things that are unclear and most sales people assume they know what their prospect means. Top performers take the time to fully understand by asking “What do you mean by that?” of “Can you clarify that for me?”

They wait to present their product, service, solution or idea until they know exactly what their prospect’s situation is. The majority of sales people jump too quickly into their ‘sales pitch’ but top performers are patient and wait for the right moment.

9

They begin every sales presentation with a brief recap of their understanding of the prospect’s situation. Again, a simple concept but one that is greatly ignored by many sales people. A quick summary of your customers’ situation gives you the opportunity to ensure that your presentation addresses their key issues.

They follow-up after the initial call or meeting.

Many a sale has been lost because the sales rep failed to follow up after the initial call. You cannot rely on your prospect or customer to call you; you need to take this initiative. Set this up during your call or meeting.

15

They prospect continually to keep their pipeline full. It’s not uncommon for sales reps to experience peaks and valleys in their sales. This is usually a result of failing to prospect for new business on a regular basis. Avoid the highs and lows and schedule time to prospect for new business every week.

16

They deal with the decision-maker whenever possible. Dealing with people who have little or no buying authority is a waste of time. However, many sales people fall into this trap because it is easier to connect with people other than the decision maker. And that may be true. However, in the long run, they end up wasting their time because they don’t close the deal.

17

They know how to adapt their sales presentation if their prospect’s situation has changed. Making changes on-the-fly is challenging but it is one way to stand out from your competition. Learn how to modify your presentation when a customer’s situation has changed from the time you initially met to the time you are delivering your presentation.

June 2011 | Graphic Arts Magazine

They are prepared for potential objections. Top performers anticipate objections and plan their response before their sales call.

They always establish the next steps. Decision makers are busier than ever which means they are more difficult to connect with. Avoid losing contact with a prospect by agreeing on the next steps after every sales call. Do this in face-to-face meetings and telephone calls.

They set objectives for every sales call. It is essential to know exactly what you want to accomplish before you make your call (face-to-face or telephone).

7 8

They know how to properly and effectively position their product, service or solution. The vast majority of sales people fail miserably at this. They talk, talk, talk but usually end up talking about aspects of their product or solution that have little or no relevance to their customer’s situation.

They look for ways to keep in touch with their customers. A sale is not a one-time deal. However, you need to find ways to keep your name in your customer’s mind to prevent a competitor from squeezing in. Top performers incorporate this into their schedule and make it a priority.

© 2011 Kelley Robertson, All rights reserved. Kelley Robertson, professional speaker www.kelleyrobertson.com 905.633.7750

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Printing Survivor 2011 Congratulations!

You just made it through the most difficult two years in the industry.

What’s next? How do you now get from Survive to Thrive?

We are building the perfect event from the ground up and we want you to be there – as a speaker or as an attendee.

Join Graphic Arts Magazine Thursday, September 22, 2011 at Le Jardin Conference and Event Centre (near 427 & 7) in Toronto and discover how others have not only weathered the storm, but have prospered!

For more information please call 1-877-513-3999.

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Diana Brown

Product Profile

Product Profile This month’s topic: Automation

Automation is the process of using technology to make repetitive tasks easier and to reduce human intervention to a minimum. Increased technological advancements enable enhanced levels of productivity in our everyday lives, from automated home appliances to alarm clocks that wake us up when we want, to cars that automatically regulate the internal temperature of the vehicle. We all experience automation daily in our personal lives, and we can also experience automation in our printing lives, too. From frontend processes, to the pressroom floor, to bindery and post-bindery, the automated options for our industry are growing at a steady pace.

Automation also allows for the responsibility of approvals and workflow management to shift from the printer to the client.

Integrated front-end workflows provide instant file feedback, soft proofing options and online approvals that transfers the obligation to the client to achieve milestones that impact the overall production cycle of a job.

Automation within a printing company assists with increased performance, whereby the level of quality is not solely dependent on the operator running the equipment. Machine automation shifts processes from an operator-centric to a machine-centric control system, whereby fewer fundamental decisions have to be made by independent personalities with varying levels of experience and skill. This helps maintain higher levels of consistent quality between different runs or different shifts.

Fujifilm’s XMF Remote R6 is an online job submission, previewing, approval and output tool used to control Fujifilm’s XMF cross-media workflow. This technology allows for minimal human intervention because everything is automatically driven from the workflow. Automated pre-flighting features and remote proofing of full resolution RIPped data, allow for greater integration between client and printer. The client can submit revised pages if required, and provide approval with the simple click of a button. Fujifilm also recently announced the

June 2011 | Graphic Arts Magazine

Increased automation also leads to a lighter environmental footprint because increased efficiency results in less material waste. Minimizing waste can positively affect a printer’s bottom line, especially as material costs continue to rise.

FRONT END

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Diana Brown

Product Profile

creation of an iPad app, whereby the client has all of the above capabilities in the palm of their hand. This example of automation in a prepress workflow enables faster turnaround in prepress, shorter production schedules and the facilitation of client-managed workflows.

Additionally, automated imposition software like LithoTechnics’ Metrix, aims to streamline print imposition processes. Instead of duplicating effort throughout the workflow, one automated imposition plan is created for use from start to finish. Traditionally, estimators plan a job to price, production planners re-work the imposition if a job is won, prepress operators complete digital imposition and then print finishing operators recalculate and enter values based on previous plans. This technology not only helps eliminate time inefficiencies associated with duplication of effort, but also helps eliminate costly human errors associated with incorrect manual data entry. Metrix is JDFenabled, which helps achieve increased levels of consistency and automation throughout the workflow. There are comprehensive Metrix solutions for offset and digital markets, as well as web-to-print solutions.

HP T300 substrate traveling through the press and calculates the L*a*b*, delta E and delta density values at maximum press speeds.

Hewlett-Packard’s T300 colour inkjet web press is an example of commercial digital printing technology with enhanced automation features. This device is designed for a number of applications, including book, newspaper and direct mail printing. It is equipped with automated print head alignment, press status management and ink container swapping, which leads to less downtime. Real time print monitoring systems allow for increased quality consistency with less operator intervention.

ON THE PRESSROOM FLOOR

BINDING & FINISHING

Automation on the pressroom floor suggests that there are fewer physical knobs and keys to work with when mounting plates, setting ink levels and setting up the feeder or delivery systems. Mounted computer monitoring systems provide intuitive controls and enhanced systems for accurate operator use.

Bindery is often seen as the “forgotten about younger sibling” of the manufacturing facility, where older technology runs rampant. Muller Martini’s Diamant MC book binding line uses automation to reduce bottlenecks that can occur in bindery.

The system is fully automated, whereby servo technology allows for precision timing in all elements of the book binding process (including optimum glue roller touch down height, travel of the rubdown device and end-sheet gluing). Additionally, Muller Martini’s state-of-the-art Motion Control Technology provides accurate positioning of book components to deliver an outstanding product, even with an operator who is less experienced. Comprehensive, graphical touch screen technology guides the operator to create high-quality book product

This includes automated quality control tools, whereby operator intervention is minimized. Devices like in-line densitometers and spectrophotometers (such as solutions from GMI and QuadTech), enable on-the-fly colour correction to maintain more consistent quality throughout the print run.

There are also enhanced quality checks, whereby every sheet is monitored with high-speed cameras to ensure consistent colour levels.

GMI’s ColorQuick/Clarios technology includes an in-line spectrophotometer that provides CIE L*a*b* and CIE L*C*h values to quickly and clearly show the operator where a job is out of tolerance. Concise summaries are easy to understand and allow the operator to react faster and more confidently to press problems.

QuadTech’s SpectralCam system allows for in-line inspection of both web-fed paper and packaging film substrates. Film substrates prove challenging due to the wrinkling and fluttering that can occur throughout the run. However, the system continually monitors the printed product at high speeds, including substrates that are translucent and transparent. This unique SpectralCam technology measures 100 percent of the

Muller Martini Diamant MC with shorter makeready times. Automation enables high quality at high speeds and efficient changeovers, creating an advanced book binding line that assists with increasing bottom line profitability.

Continuing to update and automate processes is essential to increasing internal efficiencies and remaining competitive in the marketplace. If you do not take advantage of automated technologies available, chances are your competitors will.

Innovation leads to greater automation, facilitating shorter production turnaround times, reduced waste and increased quality consistency. You can’t afford not to automate.

Diana Brown is the Owner of ON-SITE First Aid & CPR Training Group, a health & safety company who provides training to the Graphic Arts industry. diana@onsitefirstaid.ca

QuadTech SpectralCam

June 2011 | Graphic Arts Magazine

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Sherbrand Industries

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June 2011 | Graphic Arts Magazine

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Your perfect connection to the printing and graphic arts industry

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June 2011 | Graphic Arts Magazine

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June 2011 | Graphic Arts Magazine

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.comments

.com ments .com ments .comments

Talkback Topics - check out what the industry is saying about some of the latest news:

What’s hot? Check out the top 5 most read stories from graphicartsmag.com:

1

The latest activity at graphicartsmag.com

Re: Publisher’s note: May 2011 “Speaking from an in plant perspective, we need more information and ideas on how to remain relevant in the technology age.

Specifically we need to know how to be a value add in the face of smart phones, tablets & The Cloud. We can’t be fighting technology right down the line we need to work with it. We need better tools to educate those who have tunnel vision and the “Print is dead” mind set. We are not in a position to seek out new opportunities in the same way as for profit operations. Our services typically only service 1 client so adding a poster printer for example may not be an option for those of us looking to tighten belts and cut costs.”

-S MacDonald

Xerox gets on board with cloud computing

report says e-reading is 2 New here to stay How your smartphone can make 3 your wallet lighter (in a good way) ExportPDF: convert PDF 4 Adobe files to Word documents aside iPhone, paper smart5 Move phones are the future

Re: For your print information - ink tack and rub resistance “Print on demand or POD is changing the way we publish, it is a fantastic new method of printing which opens editing for authors unknown. Now QR codes gives small businesses an easy way to go mobile is exciting to small shop owners. It makes them feel that they can compete — at least in one small way — in the world of the big brand marketers.”

-Marketing Services Seattle

Scan to enter

In anticipation of our upcoming Android-based mobile edition, we’re giving away an Android Tablet to one of our lucky readers.

All you need to do to qualify is complete our industry survey.

For additional chances to win, follow us on Twitter (@graphicarts), and/or like our page on Facebook. For each follow or like, you get an additional entry for the draw. So if you fill out the survey and like us on Twitter you get two entries. If you do all three then you get three entries. If you already follow or like us then thanks! We’ll still count the extra entries.

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After you’re complete, leave a comment below telling us how many entries you’ve earned, or just send us a message and let us know. We will do the draw on June 10th and let you know who won in this space.

For the small print, this draw is only open to residents of Canada and the United States. All winning entries will be verified.

graphicartsmag.com/android-giveaway

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Chris Smyth and Natalia Gilewicz

Marketing

The Digital Print Forum Interquest returned to Toronto, and Ryerson University, to host a full day of seminars on Wednesday May 18. Based in Virginia, Interquest (www.inter-quest.com) is an International leader in marketing research and consulting for electronic printing and publishing.

The day was broken into two tracks with Digital Printing and Multi-channel Communications in the morning, and Digital Book Printing in the afternoon. Attendees could register for either track. Both sessions were well attended with over 100 registrants for each one, and extra chairs being brought in.

Digital Printing and Multichannel Communications

through. There was a strong emphasis on colour and ink jet. Gilles kicked things off by presenting some market trends for the digital book sector. The importance of the market was apparent as Interquest forecasts 1/3rd of all books being printed digitally by 2020. For book printers, it seems like things don’t stop at digital printing. The data showed that 50% of survey respondents were involved in eBook production as well. Shorter runs are a driving force toward digital printing, with 64% of respondents reporting a drop in order quantities.

The morning session, led by Gilles Biscos, president of Interquest, kicked off with an overview of current Market Trends, as well as forecasts. Gilles outlined some high level overall trends to be aware of, including: The challenging circumstances of overall print volume decline being combined with price pressures. Gilles indicated that while there is a declining market, there are opportunities for leveraging the use of colour in digital print, especially for companies using the combination of promotional messages with traditional transactional statements.

Toby Corbin, the Director of Interquest also presented some market trends with highlights including improvements in binding technology and substrate selection. There were two panel sessions—one from the perspective of the printers and the other from the perspective of the publishers.

Gilles presented the results of an Interquest commissioned survey of the concerns of Canada’s Transactional Print Providers.

By far the most common challenge identified by the survey respondents - over 90% - was the ongoing overall shift away from print, and towards electronic bill presentment and payment (EBPP). The next most important challenge in the survey was transpromo and the growth of colour both at 25%. 70% of those surveyed believed EBPP was driving a decline in their revenues. This also has a correlating impact on the cheque business as well.

The printers stressed the importance of providing a solution to the publishers. There was an emphasis on the ability to have an integrated workflow and build partnerships with publishers. The importance of managing data was also at the forefront of the conversation.

On the publisher side, the panel of speakers agreed that there is a place for digital in the market, however there are also obstacles.

The primary challenge seemed to be price point—especially for small publishers who’s markups would not allow them to consider digital. Sustainability advantages also came up in the discussion—proving to be another driver toward digital technology.

The message on Transpromo was mixed; while there appears to be small growth in volume, the survey results seemed to indicate that there are still significant technical barriers, as well as a general lack of understanding in the marketplace.

On the technical side there was an overview of the latest offerings in toner and inkjet based systems – inkjet continues to generate significant interest, and is seen as a key enabler for efficient, economic, transpromo projects.

Sponsor Displays

In addition to the seminars, there were twenty or so vendor booths, highlighting offerings from a variety of hardware and software providers, as well as fulfillment and service partners.

RISO provided live demonstrations of one of their high-speed inkjet devices and representatives from other companies such as Kodak, Canon, Cascades and Webcom were on hand.

The morning also included a presentation from Rich Basset from Basset Direct, a leading provider of one-to-one direct mail campaigns. Rich highlighted the challenges in ‘traditional’ direct mail, and provided a success story of their work to help make direct mail relevant to consumers, for major loyalty programs.

The day of information ended with a cocktail reception sponsored by Webcom. If you would like more information about Interquest you can visit www.inter-quest.com.

As well there were lively panel discussions that explored the Synergies between Printed & Electronic Communications, and the overall Convergence of Direct Mail and Transactional/Transpromo.

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

Digital Book and Manual Printing

The afternoon continued with a similar format. The discussion shifted to digital books, however some similar threads continued

June 2011 | Graphic Arts Magazine

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