Screen Printing - April/May 2013 - (Page 4)
e dito r i a l i n s i g ht s
The educaTed consumer
Many printed pieces of information have gone from print to electronic media, whether we like getting information that way or not.
a way, this is enrichment—more information in a reusable, greener format. For
instance, Screen Printing distributes an electronic newsletter every other week that
provides articles, timely news, new products, and related information. It comes via email to those in the trade without cost, just by signing up at www.screenweb.com. It’s
designed for reading top to bottom stories by scrolling vertically, then reading from
left to right, in the usual fashion.
On the other hand, readers seem to be divided about getting the regular magazine digitally rather than in hardcopy. Some appreciate saving the trees and getting
information from many magazines without having to store each physically. A magazine that’s designed to fit a vertical format doesn’t fit its whole page in the horizontal
screen of notebook computers, not to mention smart phones. Therefore, Screen
Printing comes both ways, hardcopy or digitally; you choose.
Recently, the Printing Industries of America (PIA) urged support of the U.S.
Department of Agriculture’s proposed paper and paper-based packaging promotion,
Research and Information Order. This program, advocated by the paper industry and
the American Forest & Paper Association would be a new, government-approved
commodities check-off program funded by requiring a small assessment on the nation’s largest paper producers and importers.
The goal of the program would be to market and promote segments of the
paper industry by spotlighting the importance of paper materials and the industry’s
sustainability record. If the program were to meet with approval, it would promote
segments of print on paper while stemming decline in demand for other areas.
According to Lisbeth Lyons, VP of government affairs for PIA, “We are pleased
to support our allies in the paper industry by encouraging the USDA to approve a
formal marketing check-off effort.”
Trade shows also reflect how the industry is changing. SGIA began as a screenprinting association, but it now includes more digital and functional electronics to
reflect an ever-changing marketplace.
Even the European Sign Expo, the dedicated signage event, has co-located
with FESPA 2013 at ExCeL London from June 25-27. Why? Together, the co-located
events will occupy 35000 square meters, and supporters, such as BroadSign (provider
of software for digital signage networks) have signed on as Platinum Sponsors of
the European Sign Expo to show how digital signage can be integrated with printed
graphics to offer effective communication, branding, and marketing solutions for
brand owners. This show now has a broadened appeal.
“When we launched European Sign Expo in mid-December, we set out to
enhance the overall value of FESPA for visitors from the signmaking community,
to showcase the full spectrum of non-print signage technologies, including digital
signage,” says Neil Felton, managing director of European Sign Expo.
When judging what customers want, including digital vs. hardcopy print, screen
printing vs. digital, paper products vs. non-paper choices, printed words vs. digital
images, who should choose? I contend that an educated user always ultimately makes
the choice. Now how do we provide that information to the user?
Ben P rosenfield
mark coudray, Tim Greene,
andy macdougall, rick mandel,
Business Development Managers
Lou Arneberg – east and midwest
us, eastern canada, europe
Ben Stauss – West and south us,
Western canada, asia
andy anderson, Jeff arbogast,
albert Basse III, reynold Bookman,
Bob chambers, don curtis,
dean demarco, michael emrich,
craig Furst, david Gintzler,
ryan moor, Bob roberts,
Jon Weber, andy Wood
Editorial Advisory Board
Chairman of the Board
Senior Vice President of Content
Director of Online Media
Screen Printing Subscription Services
p Box 1060
Skokie, iL 60076
F: 847-763-9030 E: Sptg@halldata.com
Table of Contents for the Digital Edition of Screen Printing - April/May 2013
Screen Printing - April/may 2013
Keeping Pace With Digital
Creating Artwork for DTG
Perspectives on UV LED Curing
Form and Function: Digitally Decorated Textiles
Diving Into Digital Workflows
Screen Printing - April/May 2013