Industry leaders are set to debate whether an iPod for publishing will kill printed media and hope to assess the impact of digital e-readers such as Kindle and iPad. The death of print media? Seriously? Well, it seems that at the UK’s big IPEX printing industry trade show in May, one of the main panel sessions—part of the Great Print Debate series—will be a much publicized discussion on how electronic devices could affect print business models. It is described as one of “the most critical issues facing the print industry today.” 

But is the sky really falling? This debate is an exercise in futility being conducted while the rest of the industry is focused on finding the best way to run a profitable, efficient shop with reduced staff while at the same time satisfying returning signage and graphics customers who are finally placing orders again after our bruising economic drought.

In the PR run-up to the debate, industry guru Frank Romano—chairman of Great Print Debate—tried to spread some common sense: “Neither an Ipub nor its Kindle or Nook manifestations will significantly affect all print volumes,” he wrote. “They will affect some informational printed matter such as book, newspaper, and magazine volume. However, these products will continue to have a print base.”

In the same article, Neil Falconer, the print chief consultant for the trade association Pira International, expressed an opinion similar to my own: “The digital media revolution provides printers with a life raft—unfortunately, the majority are too busy drowning to realize it.”

What the fearful among us don’t seem to realize is that printing isn’t an industry, it’s a technology. And the thing about technology is that it’s constantly changing. Print technology has changed a lot since Gutenberg first developed the concept back in 1440. 

Many shop owners mistakenly believe they are in the print industry, when in fact they are in the information delivery industry. Print is a delivery system for information—so is digital media. If technology is offering a better delivery system, then you need to change with it if you want to stay in business.

Remember the railroad barons of old who failed to change when automotive and aviation technologies became practical? They thought they were in the railroad industry, but in reality they were in the transportation industry. They failed to adapt and embrace the changing technology and many paid the price. 

For years I thought I was in the trade magazine industry, but I have come to understand that I am actually in the trade information business. My job is to provide the highest quality, practical information to sign and graphics professionals. 

As a result, my job involves a lot more than simply producing a printed magazine. It also involves a digital version of the magazine, powerful e-media technologies, providing robust Web site content, a weekly e-newsletter, broadcast e-mails, LinkedIn social media interaction and much, much more. In today’s market, if all I had to offer was a printed magazine, Sign & Digital Graphics would soon be out of business. Fortunately we have a powerful set of information delivery systems to help you become more successful. 

Which reminds me. Beginning with this issue, look for the cool “Key to Success” logo with S&DG stories for a quick summary of the article’s helpful insights.

Okay, back to work.