In-plants Must Change to Thrive
The companies that are going to be successful in the communication industry must embrace and integrate online and mobile technology into their environments, writes Consultant Jerry Sampson in an article ("Change and Thrive") in this month's issue of In-plant Graphics.
Since printing’s reason for existence is to communicate thoughts and ideas, it stands to reason that print and mobile media must intertwine, Sampson notes. The changes will go beyond PURLs and QR codes, which have gained traction more rapidly than predicted. The in-plant that doesn’t race to see how its organization is using mobile technology will find itself declining in influence and in the end lose more print.
As print volumes continue to decline, he continues, in-plants need to promote the value that print has always had but never leveraged fully. For instance, printers have been producing variable printing for years. How they acquire, use and maintain this data is one key to their future.
Every organization must have access to credible data. If companies, universities and governments wish to sell, inform, solicit or communicate, the gathering and analysis of data will be critical for an organization’s success. Managers who seek to be involved in data gathering will be uniquely positioned to improve their strategic importance in the organization.