Executive Q&A: NAPL's Joe Truncale Moves On

QP: Joe, first of all, please tell us a little about your association and what you consider to be its "core" members.

JT: The NAPL has quite a varied membership, including traditional quick printers and mid-sized to large commercial printers, but also mailing and fulfillment houses thanks in large part to our merger with AMSP [the Association of Marketing Service Providers, formerly known as the Mailing & Fulfillment Services Association.] We realize that NAPL/NAQP/AMSP is a mouthful, which is why, in the coming weeks, the association will be rebranding itself with a new name and new tag line encompassing a broader marketing services scope. These and data management present big opportunities to NAPL's 1,400 member companies.

QP: How did you get involved with NAPL? What is your background before that?

JT: I have a trade association background. My first job out of college was with a realtors' association. Among other responsibilities, I was editor-in-chief of their monthly magazine. From there, I became a lobbyist. But interest rates at the time were around 18 percent, so it wasn't the best time to be in real estate. Greg Van Wert was NAPL's executive vice president back then, and he recruited me to become the director of member relations. The printing industry was "stable" in the mid-1980s: there were some 65,000 printers, regional trade shows all over the country, and a number of trade publications, including Printing News, which was a regional weekly in New York, as you'll recall. The membership job was a great gig for me because I got to travel all over and visit with printers, which really helped me to learn the business inside and out.

[Editor's note: Truncale holds an undergraduate degree from Monmouth University, a master’s degree from Rutgers University, and a PhD in Media, Culture and Communications from New York University.]

QP: What do you consider your greatest achievement in this market to be?

JT: I can't claim any achievements myself. I've had the privilege of working with a team of professionals and an intuitive, knowledgeable board of directors. They set strategy, and we've debated and challenged each other over the years. I can remember hearing a speech at our top management conference in Arizona way back in 1995. The presenter was the head of the media lab at RIT who had written a book entitled Being Digital. The ideas were futuristic for their time, and people didn't understand. It was not a popular message -- nobody likes to see traditional business models change. But within five years, our businesses began to change rapidly. I think we've done a good job of keeping pace with change.

Also, in 2002 we acquired a small, regional M&A [mergers and acquisitions] firm out of New England. Again, this wasn't viewed as a popular move by many, but it is providing a needed service. We felt that there was a place for it and plenty of work for everyone.

QP: If there was anything you could change, either about your career in regards to the print industry, your association, or the market as a whole, what would it be and why?

JT: It's an interesting time for me, but I would not change or re-do anything. We worked on a merger that didn't happen and two that did. We've had ups and downs in the industry. I feel a deep sense of gratitude and gratefulness.

QP: What do you consider the greatest challenge to be for the industry right now, and why?

JT: As I said, the ability to continue to adapt to changing circumstances is huge in the printing industry and other businesses and professions as well. It's difficult. Nobody did anything wrong; technology just turned our business on its head. If you have to blame someone or something, blame the microchip, as one strategic coach suggests. And be forewarned: Its speed increases!

The challenge for printers is to stay flexible and maintain the ability to adapt -- and to act before your competition [does]. In fact, this is the single most important skill set for CEOs. Stay focused not only on the end result of printing (getting a job out on time) but, more importantly, on outcomes for the customer: What was the affect? Use metrics to improve their performance and yours. And, as you navigate through all the changes, never, ever waver on your business values and mission.

QP: What do you consider the greatest asset to be for the industry right now? Why?

JT: I'm still a huge believer in direct mail using selective data to drive recipients to websites and retailers. We're just scratching the surface here. I think data analytics and back-end modeling present massive opportunities for the printing industry. Of course, we need to be mindful of the security issues.

QP: What is the biggest piece of advice you would give to printers and others involved in this industry?

JT: First of all, you have got to get close to your customers. Most relationships reside with salespeople and are too embedded with one individual. I'd encourage owners to broaden their team approach and be closer to what's actually going on -- especially for your larger accounts. Secondly, as you grow your business, don't just benchmark against your competition and the industry. Best performers don't pay attention to their competition: The set their own goals and pace, and 'run their own race,' as I've preached before. I challenge owners to benchmark against themselves.

QP: Is there anything else you would like to share with our readers?

JT: I feel like I'm moving to the customer side at PRSA [the Public Relations Society of America], as opposed to the production side, which is the way I look at NAPL. In my heart, I really do believe that the printing industry has a bright and interesting future, but it's a challenge for those who are unwilling to adapt and are stuck in traditional ways of thinking. If you're not already a member of NAPL, become one. Get involved! If you spend just one hour per week reading and learning, your dues investment will be returned many, many times over.

QP: Thanks for your 30 wonderful years of dedicated service to our industry, Joe. We wish you all the best!