The Medium Agnostic Approach

The challenges we've faced over the past few years have changed the business landscape—regardless of the industry or the country. We've all been forced to re-evaluate and re-examine how we've done business in the past. And individually, we've been challenged to test each and every business process we've established to ensure that it's still the right decision for the new economy.

I've always felt that it's my job to provide information—content—to my readers and subscribers in whatever format they wish to receive it. In the past, that has primarily been through the printed page of the magazine and through our website. But as technology has continued to evolve and change, it has opened up other opportunities and additional routes to deliver content. In addition to the printed publication and website, we've been publishing a corresponding eBook for the past few years that provides links so readers can gather more information. We've also been publishing the Weekly Update eNewsletter for the past several years. It is delivered every Wednesday to subscribers' inboxes, highlighting the latest news in the industry.

Even more recently, we've expanded into other mediums including video and social media. For instance, we just launched a five-part Executive Interview video series. During ISA, we had the opportunity to interview industry executives and over the course of five weeks are pushing this unique video series into the market. By using Twitter and LinedIn, we've started forming communities around the WFI brand, encouraging readers to take part, to "join the conversation", instead of just reading about what's going on in the industry.

In a way, it's a medium agnostic approach to providing content. If you want to view WFI's content digitally, you can. If you prefer print, you can get your issues in the mail like you always have. If you want to see unique video content, that's available, too. Looking for a product? Along with our sister publications--Quick Printing and Printing News--we have rolled out a new Online Buyers' Guide and Product Guide at www.MyPrintResource.com. There you can search for any product in the graphic arts market and request information in real time. If you want to get content on your phone—well, we're developing an app for that.

In some ways, I think, this is an approach that many print-service-providers might benefit from. What is your core mission? To print? No, not anymore. Now, you're a full-service marketing communication company providing your clients with data base management services, mailing and fulfillment services, marketing expertise for a wide variety of media—including the internet, social media, and all avenues of print. Print buyers want you to help them do everything. That includes all aspects of an advertising campaign, from developing print ads, direct mail pieces, and wide-format graphics—all of which can integrate QR codes—to creating mobile/text advertising campaigns, interactive video, websites, or even a Facebook page.

You need to provide your client with all the possible avenues to reach their customers—however they wish to receive that information. Are you set up to provide all those services? Are you medium agnostic or are you "stuck" in a print-centric world? Remember, if you're not providing all these new services, you can be sure someone else is.

The business world is changing. Are you?

“In the brick and mortar realm—walls, floors, windows, and doors will become increasing prime real estate to communicate to consumers both current and targeted.”

—Dave Peterson, director of sales and trade development, Vomela Specialty Company