Editorial
Existential thoughts that invade
my brain when I can’t sleep
Filomena Tamburri
For example, is "printer" still the right word to describe what many shops now do?
Among the thoughts that have been percolating in the recess-
es of my brain, especially when I can’t sleep, is this: What is
a printer? Or more precisely, is printer still the right word to
describe everything that so many graphic arts firms now do?
Should we change the word “printer” to something else, or
should we redefine what a printer actually is.
It used to be simple. A printer used a press—of any persua-
sion—to apply ink or toner to a substrate, likely paper, to
disseminate information. It’s impossible to overestimate the
impact that act has had on society for almost 500 years, so
we have big shoes to fill.
Then, as revenues waned, came calls for printers to adopt
marketing, communications, data management, analytics,
logistics, supply chain management, printing with additives,
and so on, while new technologies made it possible for every-
one to technically image just about anything. It’s heady, and
wonderful, and confusing. Is this still printing?
Ambivalence about printing
During the past year, I’ve come across several examples that
illustrate the confusion and ambivalence about the term print-
ing. At a user group earlier in the year, I heard a presentation
from a company that had ventured far outside what a trad-
itional printer usually does and embraced data analytics,
audience and brand development, and business consulting
– to substantial success.
I approached the CEO after his talk and put this question to
him: Does he have a name for what he does, or does printer
still cover it? No, printer, did not cover it, he said, and they
had actually taken the word “printer” out of their name. They
were aware of the situation, and he was intrigued by the
question but being too busy with actually making money, did
not have much time to devote to the issue. Fair point – that’s
what editors are for.
I’ve had the same conversation with a local company. They
have a niche they’d like to own and offer all manner of services
that go far beyond the traditional printer's menu. They too felt
the moniker “printer” was too limiting but had yet to come up
with a precise name for what they do. Both these companies,
like so many others in this industry have, in fact, deleted
printing and its derivates from their names.
I’ve also heard presidents and owners refer to their firms as
communications companies, or marketing companies, or as
change drivers who bring added-value solutions to the supply
6 | October 2018 | GRAPHIC ARTS MAGAZINE
chain and enable end-users to create unique customer experi-
ences. Or something like that.
Dispiritedly, I’ve also encountered a few companies with
strong roots in this industry and an income statement that
relies heavily on actual printing, yet who refuse to admit they
are part of the printing industry. Reps from one such large
enterprise, in tongue- and logic-twisting PR verbiage that I
can only assume they perfected in a masters-level class on
spin, told me it was bad for their brand to participate in an
event associated with the printing industry.
Boundaries and identity
Now, I do get that businesses
need to follow the money, and I
applaud “printers” who push the
boundaries. But between printers
who think it’s damaging to be
associated with the industry, and
printers who don’t know what to
call what they do, it seems to me
we have an existential identity
issue.
The reasons this has me preoccu-
pied are two-fold. On a micro
level, at each individual company,
if you can easily name what you
do it becomes easier to market it.
And if you can articulate what you
do, then it’s easier to put strat-
egies in place to achieve that. On
a macro level, it’s hard to unify an
industry that does not coalesce
around a clearly articulated shared
purpose or function.
Dispiritedly, I’ve
also encountered
a few companies
with strong roots in
this industry and an
income statement
that relies heavily on
actual printing, yet
who refuse to admit
they are part of the
printing industry
So, I’m going to try a little group think, and maybe see how
many of you read to the end. What do you think is a better
word than printer? It’s hard, because printer is a good word,
it clearly explains what you do, and it conjures up certain
images and expectations in the minds of clients. But, it just
simply doesn’t seem to be accurate anymore.
Filomena Tamburri is editor-in-chief of Graphic Arts Magazine.
She can be reached at [email protected]
graphicartsmag.com