Business | Talking Point
talks to... Alasdair Browne,
Do we need ‘A New Narrative for Print’? The IPIA certainly thinks so, which is why it has embarked on this perception shifting
project, the aim of which is to get UK consumers and businesses to better understand the make-up and output of the industry. I asked Alasdair Browne to elaborate.
When it comes to evangelising about print the IPIA has proven pretty good at it - with its ‘heroes’ programme and the work it did as part of the GPMU in getting the industry’s voice heard at government level back in the Covid 19 times. Now it has the fi rst fi ndings of its ‘A New Narrative for Print’ project. Can you fi rstly explain why the IPIA felt this a necessary move? The IPIA recognised the need to reshape the industry’s narrative due to the evolving nature of the print sector and the challenges it faces. While the IPIA has been successful in advocating for print through several initiatives, the industry needed a more strategic approach to address emerging trends and infl uencers. The ‘A New Narrative for Print’ project was initiated to
understand the conversations happening about the industry, identify key infl uencers, and use these insights to position print more effectively in a competitive media landscape. This move is crucial for ensuring the ongoing relevance and growth of print in a rapidly growing, digital world.
How was the initial tranche of research conducted and what are the key fi ndings? The research, conducted by Madano and sponsored by industry leaders Imprint MIS, Ricoh, Konica Minolta, Epson, The Printing Charity and Citipost, involved mapping out discussions about print across various platforms and media. This comprehensive study began earlier this year, focusing on identifying key infl uencers and analysing the narratives they are driving. The methodology involved analysing high-level topics discussed across media sources, with particular attention to how print is positioned relative to digital media. The fi ndings revealed that while most conversations centre around cost, economics, and quality, topics like environmental impact, authenticity, and trust are less frequently discussed. Additionally, there is a growing interest in digital and textile printing methods, which could represent areas for growth and leadership within the industry. Following release of Madano’s study, a fi rst step has been to assess how the industry positions itself. The research has identifi ed what is driving the narrative now is a defensive position, not one of promotion - as much as the print industry has engineered it to be positive. The research identifi ed some key themes in this regard.
Chair, IPIA research subcommittee
- As an industry, it often speaks in defence of print - defending its traditional position against other media.
- The industry drives and develops incredible innovation, and fi ndings show we are ‘talking to ourselves’ about what’s possible and not breaking through to the right audiences.
- The industry is desperate to show print is better than digital advertising or other forms of communication, rather than how it might work to enhance the effectiveness of those.
- Print can struggle to cut through and demonstrate why print is effective to those who should see our medium as a viable and engaging route to market
- Print needs and wants to show how sustainable a medium this is, but come up against signifi cant, louder reasons of why this is a challenging idea or concept - even when we have better proof than other routes to market We could shrug our shoulders and say ‘it’s just how it is’ - or
we can get to the very root cause of what is really driving the conversation with our customers and consumers and instigate a shift change. To extend the thinking, a range of critical questions were
devised to examine print - drawing conversations from broad communities such as marketing, advertising, design, photography and fashion/textiles. Questions included: What is the level of conversation and general awareness of print out in our target print buying markets and amongst consumers? What is the perception of print’s effectiveness when used within a multi-channel marketing campaign? What is really infl uencing and motivating business to choose - or not - print when they consider their marketing methods? What is the view of digital and mainstream media’s effectiveness as a marketing and communications medium? What is the level of awareness about the career opportunities within the sector and its status as an advanced technology-driven industry? What is the true perception of print’s sustainability, measurability and its ROI? What is the status of trust when it comes to printed media versus digital? Print media is often perceived as less effi cient and less accessible compared to digital sources, with discussions frequently highlighting print advertising as costly and yielding a lower return on investment. Despite these perceptions, research shows that print marketing remains effective, particularly when
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