Volume XXX, Number 3 March/April 2011newsT H E A S S O C I A T I O N F O R S U P P L I E R S O F P R I N T I N G , P U B L I S H I N G A N D C O N V E R T I N G T E C H N O L O G I E S

INSIDE:Chairman’s Perspective........................... 2View From Vision 3 Summit 2011.......... 4NPES Goes toWashington...................... 6NPES andMailing Industry AlliesTestify Before House Postal Panel ........ 7GAERF LaunchesNew IndustryWebsite ............................ 8Vamos Adelante!Translation: Let’s Go Ahead! .................. 9Quinlan to ReceiveNYU PrismAward .................................... 9PRIMIR Summary: Trends & Futureof DirectMarketing (Part 2).................. 10Market Intelligence News:UCC Filing Update .................................. 11News and Notes: GAERF Announces2011 Student Design Competition ...... 12

The vision of three organi-zations coming together

to produce an industry-wideevent became a reality lastmonth as attendees comprisedof 433 graphic communica-tions industry executives, rep-resenting 185 companies, withprinters outnumbering vendorparticipants by a 2:1 ratio, so-lidified the successful debut ofthe first ever Vision 3 Summit.The groundbreaking new

leadership conference whichtook place March 13-16, 2011,at the Desert Springs JW Mar-riott in Palm Desert, CA, was ajoint effort co-produced by

Continued on page 3

NPES The Association for Sup-pliers of Printing, Publishingand Converting Technologies(NPES); the National Associa-tion for Printing Leadership(NAPL); and, Printing Indus-tries of America.Designed for company

owners and executives, thetwo-and-a-half day event of-fered a distinctly management-level approach to addressingthe industry’s biggest chal-lenges with participantsstating the information anddiscussions were “forwardthinking innovative” and par-

ticularly useful, along with themeeting materials that wereavailable online for follow-up.Because the Vision 3 Sum-

mit was a joint effort of theindustry’s top three associa-tions, attendees also benefitedfrom a mix of insights theynormally would not receiveat other gatherings. “Despitehow vast the graphic commu-nications industry is, it reallyis a small world out there—and seems even smaller whenyou’re seeing all the samepeople at the same eventsevery year,” observed NPES

President Ralph Nappi. “TheVision 3 Summit is a rare lead-ership conference that minglesboth industry service providerand vendor attendees at thehighest levels of management.Participants gain tremendousvalue and best practices forrunning their companies fromsuch a mix of expertise, expe-rience and perspectives.”As the program evaluations

revealed, attendees agreed themost valuable aspects of theprogram were the “great infor-mation,” “wide variety of

Demonstrating the impressive collaborative power of three—NPES, NAPL and Printing Industries of America—greatattendance and active engagement among the printers and vendors at the conference solidified its place among the mostimportant printing industry events in 2011!

Vision 3 Summit Debuts to High Praise

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D.J. BurgessNPES ChairmanBurgess Industries, Inc.

Leadership: Unleashingthe Human Spirit

I pride myself in my ongoingendeavor to hone my leadership skills. I do so in a variety ofways including: reading books, taking classes, and attendingseminars and conferences. But perhaps most importantly, Iseek out other leaders in whom “I believe” because of theirsuccess in inspiring people to create change that makes ameaningful difference.

“Leadership”…it’s a subject that has been analyzed andscrutinized to the Nth degree; the tools are well known, but the“magic” is in their application (aye, there’s the rub!). As farback as I can remember, I have been passionate about beingthe best leader I can be for my family, for our company, andfor our industry.

Leadership: why this topic and why now? Consider that ourfamilies and our companies are like crews in boats, afloat inthe ocean, endlessly tossed by the realities of daily living. Itcanwear us all down, the constant waves of outside influencesseeming to direct what we can’t do and whywe can’t do it!Today—faced with the impacts of global economics, instantcommunication, the increasing flood of information andbehavioral transparency—our industry, our businesses, andmost importantly our families, need strong support and soundleadership, and not just the traditional authoritative “tell andyell” approach. They need not just an anchor, but a compass!

Leadership is not about the power and control thatcomes with a title and authority to sign someone’s paycheck,having a bigger paycheck, being older, or having parentalresponsibilities. True leadership is also not about stayingthe course with “what is,” but rather it’s the ability to inspiretrust, stimulate creativity and empower those around you toachieve “what’s possible!”

chairman’s perspectiveTrue leaders have “the magic.” They recognize

the realities, but can simultaneously imagine thepossibilities. They understand how to ignite thehuman spirit through what I’ll call “empowered be-lief and encouragement” to create an environmentwhere each individual benefits from the collectivepower of themany—and together all reach newheights of innovation and achievement. Just as inthe following example, I have learned that thesuccess of those around me is absolutely predi-cated on my ability to excite, ignite, and unleashthe “Power of the Human Spirit” to create believerswho can recognize and achieve the possibilitiesfor themselves.

On August 5th, 2010, the world held its breathwhenword spread that 33 miners were trapped2,300 ft. below the surface in the San Jose copper-gold mine in Chile. Shift supervisor Luis Urzúa, rec-ognizing the gravity of the situation and difficultyinvolved in any rescue attempt, quickly assembledhis men to prepare themwith a plan for long-termsurvival. These 33 miners went without any con-tact from the outside world, and no one knowing ifthey were dead or alive until the 17th day when a6 1/2 inch drill pushed through the rock into theirspace and found them. Reports tell how their emer-gency supplies were intended for only two to threedays, and the miners rationed themmaking themlast for twoweeks, running out only just beforethey were discovered. They consumed “two littlespoonfuls of tuna, a sip of milk, a morsel of peach,and a biscuit every 48 hours.” They formed a “one-man one-democracy” team to maintain the mine,look for escape routes, and keep up morale. Thereports go on to say they understood that if societybroke down they would all be doomed. The menkept hope of survival alive by pulling together tobeat hunger, thirst and desperation underground.“As a group we had to keep faith, keep hope, and allbelieve that wewould survive,” said Urzúa.

On October 13, 2010, after a record 69 days,over an estimated one billion viewers watched ontelevision as the last miner was lifted to safety. Irecommend you Google their story and read thefacts and statistics behind this amazing and tri-umphant ending.

The shift supervisor’s efforts to empower themenwith constant encouragement and get themto believe in survival after running out of food andwater on the 15th day, is a pure example of how

much is possible when you excite andignite the “power of the human spirit”within to succeed! Each of these min-ers individually, and all as a unifiedgroup, believed in the outcome—themere possibility—that they would berescued and live. I challenge you toapply your own views and approachto leadership in this situation. Do youlead by title and authority—or take thetime to move people beyond reality toachieve their larger-than-life potential?

In November 2010, at the NPESAnnual Conference, economist AlanBeaulieu, President of the Institute ForTrends Research, delivered a soberingpresentation, captivating his audienceto the point where hearing a pin dropwould have sounded like a shatteredglass! His message: “Don’t plan on theeconomy, government, or an economicbubble to move our industry and busi-nesses forward to profitability andgrowth.” He made it crystal clear thatshear guts, brains, courage and strate-gic planning with well-executed tacticsand newmarketing would be our keysto success.

Beaulieu’s message was clear tome: you have to reinvent yourself,your business, and your people toseize tomorrow’s new business oppor-tunities. Just like Luis Urzúa, as lead-ers we must strive to be the anchor,the compass and the fuel that ignitesthe “power of the human spirit” inourselves, our businesses, and mostimportantly our people!

I know from personal experiencethat the “shear guts, brains andcourage” each of you possesses hasbeen demonstrated in the past, andcontinues to be tested today. The“game-changer” for the leadersamong us will be those who havethe “fire in their belly” to convincethe world about the possibilitiesof print!

Dare to dream. Live each day withpassion! Go and create believers!

True leadershave ‘the magic.’

They recognize therealities, but cansimultaneously imaginethe possibilities.”

“meeting new folks, hear-ing new ideas and gainingnew confidence to con-tinue business practices.”This was not your

standard managementconference as theVision 3 Summitcovered anarray of topics,delivered invarious formatsto ensure thatparticipantswould comeaway from everysession havinglearned somethingapplicable to their own

businesses. As such, it included sessionsin a variety of formats with subject-matter experts, panel discussions cover-ing real-life business examples, inspiringkeynote addresses and more. The resultwas a conference that was practical andvisionary which presented, as oneparticipant stated, “real business ideasfor business people.”The Vision 3 Summit replaced NAPL’s,

NPES’ and Printing Industries of Amer-ica’s individual leadership programs,including NAPL’s Top ManagementConference; NPES’ Industry Summitthat included the PRINT OUTLOOKConference and PRIMIR Spring Meeting;and, Printing Industries of America’sPresidents Conference. Both NAPL andNPES additionally held their individualboard of directors meetings in conjunc-tion with this conference. AdditionallyPRIMIR held its Spring Meeting inconjunction with the Vision 3 Summit.While the first co-produced confer-

ence by NAPL, NPES and PrintingIndustries of America, the Vision 3Summit is not the first joint venturebetween the three organizations.NAPL, NPES and Printing Industries ofAmerica also co-own the Graphic ArtsShow Company (GASC), which producesthe popular industry GRAPH EXPO andPRINT exhibitions.Based on the enthusiastic and positive

feedback gleaned from this year’s confer-

ence, attendees have alreadyindicated their interest in nextyear’s Vision 3 Summit to be heldFebruary 19-22, 2012, at theMarco Island Marriott, MarcoIsland, Florida.

For more information aboutthe Vision 3 Summit visit:www.vision3summit.org and follow theVision 3 Summit community onlineat: Facebook.com/Vision3Summit;twitter.com/Vision3Summit; andYoutube.com/Vision3Summit.

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Vision 3 continued from page 1

content” and, as repeatedly voiced throughoutthe program, the “networking among the threegroups was the best thing.”Executives also offered plenty of positive

feedback on the variety of topics covered bythe leadership conference, which spanned thegamut of management concerns—from theeconomic recovery to future growth markets,to new-media marketing strategies and salestactics—with a particular emphasis on real-world applications and “how-to” advice. Partic-ipants gave high marks for the “good mix ofgeneral and breakout sessions,” “variety oftopics” and the numerous opportunities for

...networkingamong the

three groups was thebest thing.”

Vision 3 SummitFebruary 19-22, 2012

Marco IslandMarriottMarco Island, Floridawww.vision3summit.org

Ron Rose, President Nova Pressroom Products, LLC, greeting old friendsand new during one of the numerous opportunities for networking, whichattendees stated throughout the program was a key reason for attendingthe conference.

SAVETHEDATES!

Vision 3 Summit SponsorsPLATINUM

Fujifilm Graphic SystemsHammermill PaperHeidelberg USAHewlett-PackardKBANorth America

KodakKomori America Corporation

RicohScreen USA

Xerox Corporation

GOLDAgfa

KonicaMinoltamanroland Inc

Oce’MLPUSA

SILVEREFI

IPW, Inc.Sentry Insurance

Standard Finishing SystemsUnisourceXeikon

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Vision 3 Summit attendees from among NPES, NAPL and Printing Industries of America mixed and mingledin friendly camaraderie at the Opening Reception.

Keynoter Dr. Lowell Catlett, New Mexico State Univer-sity professor gets the program off to a start with hisinformational, entertaining and informative insightsabout the future, which he states based on today’stechnological shift has created “the most complex, dif-ferentiated, and segmented market ever.”

Presenter JohnWright, former printing company ownerand leadership trainer, demonstrated with ‘live models’from the audience the leadership decision-making processas he challenged Vision 3 Summit attendees to “think dif-ferently” because “people who ARE crazy enough to thinkthey can change the world are the ones who DO.”

NPES Chairman D.J. Burgess opened theGeneral Session on Day 2 to a hearty roundof applause from the 443 printers andsuppliers in attendance whom he thanked fortheir support of the groundbreaking new topleadership event.

NAPL’s Chairman Keith Kemp and President & CEOJoe Truncale offered a warm welcome to attendeesand guests from NAPL, NPES and Printing Industriesof America at the Vision 3 Summit Opening Reception.

Doug Barr, Vice President-Sales and Marketing, ECRM Imaging Systems (c), enjoys along with fellowVision 3 Summit attendees, the informational (and animated) presentation on the economy by keynoterDr. Lowell Catlett.

Darren Loken, President, Telepress, Inc., joined many attendees who gained the information,follow-up advice, and answers to their specific questions in the ‘open mic’ sessions thatconcluded each presentation.

Following the presentation by ITR principal Alan Beaulieu (r)—the always-popular and eerily accurate economist—a line quickly formed to the left asattendees eagerly awaited their turn for individual Q & A.

Andy Paparozzi, NAPL Senior Vice President &Chief Economist, compares and contrasts perspec-tives on the economy by previous days’ keynotersDr. Catlett and Alan Beaulieu, and closes theprogram with actionable advice for the future.

Michael Makin, President & CEO, Printing Industriesof America, welcomed attendees and guests to theVision 3 Summit Closing Dinner—the perfect ending toanother productive day of education and networking.

The mixed-format program included an interactive discussion among CMOpanelists who recommended to printers: make your marketing investments indatabase and analytical capabilities because they will…“drive all print businessin the future.”

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As attendees gathered together for the Closing Dinner and exchanged insights from the productive and suc-cessful Vision 3 Summit, they shared plans to attend next year’s event, Feb. 19-22, 2012, in Marco Island, FL.

industry message to CapitolHill as constituents of legisla-tors is an invaluable part ofeffective advocacy for theAssociation and the industry.”And NPES President Ralph

Nappi emphasizes the impor-tance of this June’s meeting,which comes at a criticalpoint during the 112th Con-gress which includes dozensof new senators and represen-tatives who have not yetheard NPES’s message in be-half of its members and thegraphic communications in-dustry. “The first six monthsof any congress is a criticaltime for setting agendas andestablishing priorities, andthis is especially true in thecase of the 112th Congress”says Nappi.In that regard, NPES’s

current top governmentaffairs priorities that it willbe advocating include:• A Vital and Sustainable

U.S. Postal System;• Affordable and Equitable

NPES Government AffairsCommittee Chairman

Ulrik Nygaard, President,Baumfolder Corporation,will lead NPES public policyadvocacy on Capitol Hillduring the Capitol Hill Fly-Inin Washington, D.C. June 14-15. Committee activities areopen to all Association mem-bers, who are welcomed andencouraged to participate.The NPES Government

Affairs Program representsthe interests of Associationmembers in the public policyarena by identifying legisla-tive, regulatory and judicialissues of importance, andthen developing and advocat-ing policy positions thatsupport the interests of theAssociation membership andthe graphic communicationsindustry in general. Theprocess is guided by the Gov-

ernment Affairs Committee incooperation with the Govern-ment Affairs Director, and isoverseen by the Association’sBoard of Directors. Typically,Government Affairs meetingsconsist of briefings on Associ-ation public policy prioritiesand meetings with membersof congress, administrationofficials and their staffs. Ac-cording to Committee Chair-man Ulrik Nygaard, “NPESGovernment Affairs meetingsin Washington, DC are excel-lent opportunities to meetwith government officials andexplain the industry’s viewson a wide range of publicpolicy issues that have a directbearing on NPES members’business interests.”Conversely, NPES Govern-

ment Affairs Director MarkNuzzaco stresses that “havingAssociation members carry the

Health Care Reform;• Favorable Capital Invest-

ment Tax Policy;• Free, Fair International

Trade;• Affordable American

Energy;• Responsible Environ-

mental Policy;• Respect for the Value

and Integrity of IntellectualProperty; and• Limited, Effective and

Efficient RegulationsInformation about these

priorities can be found on theNPES web site at:www.npes.org/government/priori-ties.html.To register for the June

14-15, 2011 NPES Govern-ment Affairs Capitol Hill Fly-In visit:www.npes.org/government/advocacyregistration.html, or formore information contactNPES Government AffairsDirector Mark J. Nuzzaco atphone: 703/264-7235 ore-mail: mnuzzaco@npes.org.

NPES Goes to WashingtonGovernment Affairs Chair to Lead Industry Advocacy on Capitol Hill

NPES GovernmentAffairs meetings

in Washington, D.C. areexcellent opportunities to meetwith government officials and explainthe industry’s views on a wide rangeof public policy issues that have a directbearing on NPES members’ businessinterests.” —Ulrik Nygaard, Chairman

NPES Government Affairs Committee

NPES Goes to WashingtonGovernment Affairs Capitol Hill Fly-InTuesday, June 14 & wednesday, June 15, 2011*

Advocating for NPES Members, these current topgovernment affairs priorities:• A Vital and Sustainable U.S. Postal System• Affordable and Equitable Health Care Reform• Favorable Capital Investment Tax Policy• Free, Fair International Trade• Affordable American Energy• Responsible Environmental Policy• Respect for the Value and Integrity of Intellectual Property,and

• Limited, Effective and Efficient Regulations*NPES Fly-in participants are also invited to stay on and attend anNAM fly-in scheduled for June 15 -16.

For complete information or to register contact NPESGovernment Affairs Director Mark J. Nuzzaco at phone:703/264-7235 or e-mail: mnuzzaco@npes.org.

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NPES and its Coalition for a Twenty-first Century PostalService (21C) mailing industry allies testified before the

House Subcommittee on Federal Workforce, U.S. Postal Serviceand Labor Policy chaired by freshman Congressman DennisRoss (R-12-FL) during hearings held by his panel on March 2.This was the first hearing in the House of Representatives of the112th Congress on the precarious financial situation, both shortand long-term, of the United States Postal Service (Postal Service

or USPS). Otherwitnesses werenew Postmas-ter GeneralPatrick R. Don-ahoe, PostalRegulatoryCommissionChair RuthGoldway,and FredricRolando,President ofthe NationalAssociation ofLetter Carriers.

Represented by spokesman Arthur Sackler, 21C stated that thePostal Service “remains an indispensable medium of commerceand communications in the 21st Century and is the last link of achain of distribution for a nearly $1 trillion industry that em-ploys more than 7.5 million people.”21C’s testimony underscored that there is far more at stake

than just the Postal Service itself, citing the future of a mailingindustry roughly 15 times the size of postal revenues, the hugenumber of jobs it supports—many of them small business jobs—and the substantial impact that the mailing industry has on theeconomy as a whole.Moreover, 21C’s comments stressed that USPS insolvency,

which could occur as early as September 30 without congres-sional action, may well have consequences not only for thePostal Service but also for the nation, sending a terrible eco-nomic signal to markets around the world.To avert this immediate calamity, 21C called for a reduction

in the Postal Service’s $5.5 billion per year payment to its RetireeHealth Benefits trust fund mandated by the 2006 Postal Account-ability and Enhancement Act (PAEA), and a “repatriation” of theUSPS’s $50 billion plus overpayment to the Civil Service Retire-ment System (CSRS) and Federal Employee Retirement BenefitFund, which is actually excess postage paid by ratepayers over

many years. There was universal agreement among all the wit-nesses on these two points.In addition, 21C advocated a number of structural changes to

the Postal Service’s business model needed for its long-term via-bility. One of those changes is a more economically realistic andsustainable USPS workforce compensation and benefits packagegoing forward.In that regard, not long after the hearing the Postal Service

and the APWU (American Postal Workers Union) announced atentative labor agreement that will be effective upon ratificationby the 205,000 APWUmembers, which is expected to take placeby May.The four-and-a-half-year contract, which would run through

May 2015, would give the Postal Service some new cost savingsand increased flexibility to its operations by setting lower salarylevels for new workers, and a new category of non-career em-ployees. But the agreement also provides a 3.5 percent pay in-crease over the life of the contract in addition to cost of livingpay hikes, and retains protection against layoffs for career em-ployees on the payroll as of November 20, 2010, the latter provi-sion being deemed the most important part of the newagreement according to APWU President CliffGuffey. However, these latter provisions are alsoeconomically very problematic given the contin-ued sharp decline in mail volume, and the PostalService’s ongoing budget deficits.The APWU agreement

comes after negotiationswith the National RuralLetter Carri-ers Associa-tionreached animpasse,and beforecontract talks withthe National Asso-ciation of Letter Car-riers and the NationalPostal Mail HandlersUnion, which will begin soon. As of this time21C has taken no position on the specific con-tent of these collective bargaining agreements.For more information contact NPES Govern-

ment Affairs Director Mark J. Nuzzaco atphone: 703/264-7235 or e-mail:mnuzzaco@npes.org.

NPES andMailing Industry AlliesTestify before House Postal PanelUSPS and American Postal Workers Union Reach Tentative Contract Agreement

The Postal Serviceremains an indis-

pensable medium of commerceand communications inthe 21st Century and is thelast link of a chain of distri-bution for a nearly $1 trillionindustry that employs morethan 7.5 million people.”

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GAERF Launches New Industry WebsiteOne-stop Resource Connects Graphic Communications Industry Professionals,

Skilled Workforce Candidates, Educators and Students

The Graphic Arts Education and ResearchFoundation (GAERF) has announced

the launch of graphicCOMMcentral.org,an innovative website that provides a directconnection to an extensive network ofresources and information for and abouttoday’s graphic communications industry.“Ours is a fast-paced and highly

competitive industry operating in a stateof flux, presenting daunting challengesfor those interested in keeping abreastof the many changes occurring withlight-speed movement. The graphic-COMMcentral.org website provides aunique portal for industry professionals,educators, students, and all those inter-ested in the graphic communicationsindustry to stay informed,” advisesRaymond J. Prince, NAPL VicePresident-Technical Consulting Group,the individual responsible for spear-heading the project.The website is divided into eight

distinct sections chaired by industryprofessionals who will ensure thatgraphicCOMMcentral.org offers rich

content. Visitors will also discoverdirect access to the latest industry in-formation and trends, a free job board,interactive social networking, andstreaming media.Section chairmen include:• Ronnie H. Davis, Ph.D., Vice

President and Chief Economist,Printing Industries of America• Paul Foster, Vice President, Printing

& Graphics Association MidAtlantic• Gary A. Jones, Assistant Vice

President, Environmental Healthand Safety Affairs, Printing Industriesof America• James Kyger, Assistant Vice Presi-

dent of Human Resources, PrintingIndustries of America• Andy Plata, CEO, OutputLinks,

MPSConnect, and Graphic Communi-cations World• Jerry J. Waite, Professor, Univer-

sity of Houston• Larry Warter, CEO, Warter Colors,

and• Daniel G. Wilson, Professor,

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Illinois State University.“This website serves as a portal to

cutting-edge information about industrymarkets and trends, technology updates,education and career opportunities,breaking industry news, and more,”said GAERF President Ralph Nappi.“Online visitors will experience avibrant, continuously updated, andcomprehensive view of the graphiccommunications industry, makingreturn visits to graphicCOMMcentral.orgalways interesting and informative.”“The redesigned graphicCOMM-

central.org website creates a new home incyberspace for a wide range of resourcesspecific to the graphic communicationsindustry,” comments Eileen Cassidy,GAERF Director. “With a totally freshappearance and format, this web portalprovides ‘one-stop shopping’ for a broadaudience.”To submit relevant industry informa-

tion to graphicCOMMcentral.org contactGAERF at e-mail: gaerf@npes.org orphone: 866/381-9839.

Join NPES’ trade mission toMexico in conjunction withthe Expografica show in MexicoCity, May 17-20, 2011. Let us helpyou reach new customers, increaseyour sales and create brand aware-ness in Mexico!As a neighboring country of

the U.S. and member of NAFTA,Mexico is a natural market forU.S. exporters. Covering almost1.2 million square miles, Mexicois one of the largest countries inLatin America with about 110million people. Proximity andaccess to North American marketsand technology have positioned

Mexico as one of the most attrac-tive economies for foreign directinvestments in Latin America.With a history of diverse eco-nomic developments, strategicaccess to trade routes in theAtlantic and Pacific oceans, geo-political connections with theUnited States and other LatinAmerican countries, Mexico hasalways, and will continue to be akey economy for global trade.After rapid economic, social

and technological growth begin-ning in the 1990s, today Mexicois one of the world's largesteconomies and one of the fastestgrowing economies in the world,

Vamos Adelante!Translation: Let’s Go Ahead!

with a stable growth rate of 7.6%.As a regional power, and since1994—when it became the firstLatin American member of theOrganization for EconomicCo-operation and Development(OECD)—Mexico was firmlyestablished as an upper middle-income country. In fact, in 2009Mexico surpassed the WorldBank’s high income economicthreshold to become a “highincome” country. Mexico isconsidered a newly industrializedcountry and an emerging power.It has the 13th largest nominalGDP and the 11th largest by

purchasing power parity. Theeconomy is strongly linked tothose of its North American FreeTrade Agreement (NAFTA) part-ners, especially the United States.Mexico’s size and diversity are

often under-appreciated by U.S.exporters. Trade liberalization, astrong domestic market and lowlabor costs have also contributedto Mexico’s trade boom.For more information about

this important business develop-ment opportunity, contactPernilla Jonsson, NPES AssistantDirector-International Trade atphone: 703/264-7200 or e-mail:pjonsson@npes.org.

Quinlan toReceive NYUPrismAward at25th AnniversaryRecognitionLuncheonOn June 21, 2011, at the NYU Prism Award

Luncheon to be held in New York City’shistoric Gotham Hall, Thomas J. Quinlan, III,president & CEO, RR Donnelley, will be honoredas the recipient of the 2011 NYU Prism Award,when the event marks the 25th Anniversary ofthis prestigious award.Sponsored by the Master of Arts in Graphic

Communications Management and Technologyprogram at the NYU School of Continuing andProfessional Studies, the NYU Prism Award is pre-sented annually to recognize distinguished lead-ership in the graphic communications mediaindustry.Previous NYU Prism Award recipients include:

Vyomesh (VJ) Joshi, executive vice president,HP’s Imaging and Printing Group; CathleenBlack, chairman of Hearst Magazines and newlynamed Chancellor of New York City School Sys-tem; Antonio M. Perez, president and CEO ofEastman Kodak Company; Anne M. Mulcahy,chairman of Xerox Corporation; Janet L. Robin-son, president of The New York Times and pastCEOs of R.R. Donnelley & Sons Company, SunChemical Corporation and The Washington Post.Net proceeds from the Prism Award Luncheon

help fund student scholarships as well as providestudent and program support for the internation-ally renowned NYU-SCPS Graphic Communica-tions Management and Technology graduateprogram, which prepares the next generation ofindustry leaders.

For more information about the Prism AwardLuncheon, or to purchase tickets to the event,contact Carmela Hache at phone: 212/998-6956,e-mail: carmela.hache@nyu.edu, or visit:www.scps.nyu.edu/prism.

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Inserts (FSIs) are typicallydistributed through news-papers; many are also deliv-ered directly to the homethrough mail or hand deliv-ery. FSIs are proven as anextremely cost-effectivemeans of allowing retailers toreach their targeted customer.The FSI market is robust

and one of the few brightspots for newspapers. Thecontinued health of this

category has confoundedthose who predicted itsdemise along with fallingnewspaper circulation. KantarMedia indicated that FSIspending increased by 7.6%in the first half of 2010.The research found that

PRIMIR recently publisheda new 420-page research

study, “Trends & Future ofDirect Marketing.” It exam-ines direct marketing and par-ticularly how printed directmarketing channels are faringin light of a host of new non-print direct marketing op-tions. E-mail, websites, socialmedia, and mobile channels,among others, all pose threatsto print.Picking up where we left

off in the previous edition’sthat discussed key trends indirect marketing, this articlewill discuss higher volumeprint applications utilized indirect marketing activities.

Direct Mail

Direct mail is the largestdirect marketing channel inNorth America. Although thedecline has been precipitous,direct mail’s standing in themarketing mix remainsstrong. Direct mail volumestabilized in 2010 and willreturn to positive and moremodest growth, although itwill be years before it reachesits prior peak.Direct mail is a key cus-

tomer acquisition tool. Thatsaid, the availability of anincreasing number andvariety of electronic channelshas placed the cost of directmail in an increasingly un-favorable light in the mindsof many marketers. In addi-tion to directly affectingdirect mail costs, postal ratesand regulations add a layerof complexity to the process,

PRIMIR Summary: Trends & Futureof Direct Marketing (Part 2)

again highlighting the rela-tive speed, simplicity, andlow cost of electronic chan-nels (see Figure 1).

Catalogs

Marketers to both con-sumers and businesses makeuse of catalogs. The researchindicates that despite risingpostal costs and other issuescatalogers face, the catalogmarket is healthier than one

might expect. During the pastdecade, the role of the catalogchanged substantially, from adirect response vehicle to onethat drives customers to theweb to place an order. Thischange impacted the volumeand nature of printed cata-

logs. But on the positive side,it secured their place as anessential part of an integrated,multi-channel marketingprogram.Despite the positive out-

look revealed in the researchstudy, numerous trends willhave a significant impact oncatalogers and their serviceproviders. These include:changes in catalog size,circulation, and frequency;

personalization and versioning;postal costs; competition andintegration with other directmarketing channels; and, im-plications for print suppliers.

Flyers and Inserts

Preprints and Free Standing

Cost

Competing with electronic/digital

Environmental concerns

Providing timely and relevant content

Personalization

Measuring ROI

List management

Integrating campaigns w/other media

Do not mail

What are the Biggest Challenges for Print-based Direct Marketing?

Challenges to Print

65%

56%

27%

20%

19%

17%

14%

13%

13%

Figure 1

Source: PRIMIR "Trends & Future of Direct Marketing," by J Zarwan and INTERQUEST

The chart compiled from UCC data provided herein byEquipment Data Associates (EDA), shows up-to-date

UCC (see definition below chart) activity for all printingequipment. Although UCC filings are a combination of newequipment sales, used equipment sales and refinancings ofexisting placements, they are still a strong indicator of mar-ket activity. New equipment filings for January returned tothe bearish pattern of 2008 and 2009 falling by 40% fromDecember 2010 levels and 9.5% down on a year over yearbasis. Used equipment filingsstayed relatively stable but athistorically low levels. This in-formation is extracted directlyfrom EDA’s comprehensivedatabase of nearly 30,000records for purchasers of print-ing equipment.For each of the data points

in the table, subscribers toEDA’s market intelligenceservices can see exactly whopurchased the piece of equip-ment—and the manufacturerand model. NPES membercompanies that participate inthe free NPES Market Dataprogram are eligible forsignificant discounts on EDA’sservices. By combining thecritical purchaser informationfrom EDA with the compre-hensive market statistics,analysis, and forecasts

provided by NPES’ free Market Data program, participating NPESmember companies can get a complete picture of the current andanticipated future activity in the marketplace.For more information, or to join the free NPES Market Data

program, contact NPES Assistant Director for Market Data, RekhaRatnam at phone: 703/264–7200 or e-mail rratnam@npes.org. Forspecific information about the market intelligence services offeredby EDA, contact Mauricio Jurin at phone: 704/845–1099 or e-mail:mjurin@edadata.com.

Market Intelligence News: UCC Filing Update

A Uniform Commercial Code Form 1 (UCC–1) filing is a financing statement required by law to be filed with the state to show thatone party (usually a lender) has a security interest in another party’s (usually a borrower’s) personal property, and most frequentlyrelates to the commercial financing of capital equipment through a lending institution. UCC data is filed everyday throughout theU.S. Each UCC data filing statement has three components: the borrower, the lender, and what the borrower purchased, includingmake, model and serial number. Once the data is filed, EDA’s more than 50 employees manually review each filing to identify andcorrectly classify the transactions of printing equipment. What results is a robust database that offers subscribers continuallyupdated information on exactly who is buying or leasing what pieces of equipment.

Printing Equipment UCC Filings: 2006—2011

retailers plan to continue to useflyers and inserts, in conjunc-tion with loyalty programs,web-based information, andperhaps e-mail, mobile com-munications, and social net-working tools.

Transaction/Promotion

Secondary advertising inthe form of ride-along insertswith bills and statements isthe most prevalent form ofprint-based direct marketingfor transactional mailings. In

recent months a great deal ofattention has been paid totranspromo—advertisingprinted directly on a cus-tomer’s statement. Thus far,

however, the reality has notlived up to the promise.In next month’s final

article of this series, we willexamine non-print direct

marketing and integratedcross-media marketing. The“Trends & Future of DirectMarketing” research studywas published exclusivelyfor members of PRIMIR,the Print Industries MarketInformation and ResearchOrganization. To learn moreabout the study or PRIMIRmembership, contact JackieBland, PRIMIR ManagingDirector, at e-mail:jbland@primir.org orphone: 703/264-7200.

During the past decade, therole of the catalog changed

substantially, from a direct responsevehicle to one that drives customersto the web to place an order.”

11

news and notesNPES CALENDAR

May 2011Expográfica

NPES Member Booth and Trade MissionMay 17-20 • Mexico City, Mexico

June 2011ICC Meeting

June 14-17 • Barcelona, Spain

CGATS/USTAGJune 23-24 • Kansas City, Missouri

September 2011EXECUTIVE OUTLOOK ConferenceSeptember 10 • Chicago, Illinois

GRAPH EXPOSeptember 11-14 • Chicago, Illinois

TC130Working Groups and PlenarySeptember 16-22 • Tokyo, Japan

International Graphic Arts ShowNPES Member Booth and Trade Mission

September 21-27 • Tokyo, Japan

October 2011CGATS/USTAG

October 6-7 • Tokyo, Japan

NPES 2011 Annual ConferenceOctober 17-19 • Palm Beach, Florida

November 2011ICC Meeting

November 13-15 • San Jose, California

February 2012Vision 3 Summit

February 19-22 • Marco Island, Florida

October 2012GRAPH EXPO

October 7-10 • Chicago, Illinois

September 2013PRINT

September 6-11 • Chicago, Illinois

September 2014GRAPH EXPO

September 28 – October 1 • Chicago, Illinois

NPES News is publishedmonthly by NPES.

Publisher:Ralph J. Nappi

Managing Editor:Deborah Vieder 703/264-7222

Correspondents:Jackie BlandEileen Cassidy

Circulation:Margie Garr 703/264-7287

The Association for Suppliers of Printing,Publishing and Converting Technologies

1899 PrestonWhite DriveReston, VA 20191 USA703/264-7200e-mail: npes@npes.orgwww.npes.org

12

The Graphic Arts Edu-cation and Research

Foundation (GAERF) hasannounced the launch ofthe GAERF 2011 StudentDesign Competition.

This third annualcontest will challengeentrants to design market-ing materials to promotegraphicCOMMcentral.org,a comprehensive websiteproviding a direct connec-tion to an extensivenetwork of resources andinformation for and abouttoday’s graphic communi-cations industry.The GAERF 2011 Student

Design Competition in-vites students to be cre-ative by taking theiroriginal design fromconcept to finished prod-uct as they review thecontents of the eight mainsections of graphicCOMM-central.org: DISCOVER,

GAERF Announces 2011Student Design Competition

DECIDE, LEARN,EMPLOY, INVESTIGATE,MEET, INFORM, andPRINT GREEN, chooseone section to promote,

and design twomarketing piecesto drive traffic tothat section ofthe website.The competi-

tion is open toall studentsattendingsecondaryor post-sec-ondary insti-tutions inthe conti-nentalUnited

States who are studyingin a graphic communica-tions/printing, advertis-ing, graphic design orinteractive media pro-gram. Entries selectedby GAERF will be judgedby industry professionalswho maintain the graphic-COMMcentral.org website.First place winners

and their instructors willreceive two-day all-ex-penses paid trips to attendGRAPH EXPO in Chicago,IL. In addition, the stu-dents will receive $2,000awards presented duringGRAPH EXPO 2011’sCareer Awareness Day onSeptember 14, 2011. Sec-ond place winners will beawarded $1,500, and the

third place winners will re-ceive $1,000.“GAERF is proud to con-

tinue its commitment tosupporting education initia-tives by encouraging creativityand self-expression in studentsthrough the art of design andproduction,” said GAERFPresident Ralph Nappi. “Thiscompetition will serve torecognize our best and bright-est students, as well as thesignificant commitment oftheir instructors.”For complete information

about the GAERF 2011Student Design Competitionvisit: www.gaerf.org.

Pernilla JonssonMark Nuzzaco