Monday, September 29, 2008

BoSacks Speaks Out: How to Benchmark the Top Magazine Printers

BoSacks Speaks Out: How to Benchmark the Top Magazine Printers
I was rummaging in the basement of my computer today, and stumbled upon an article that I wrote several years ago for PrintMedia Magazine now called Publishing Executive. I just finished re-reading it and liked enough to send out to you tonight. There is no need to change a single word of it, and I agree with it completely several years later. What do you think?

So much of what we call management consists in making it difficult for people to work.
Peter Drucker (1909 - 2005)

New Benchmark for the Top Magazine Printers
By BoSacks

In the January/February issue of PrintMedia, there was an article listing the "Top 25 Magazine Printers." The criterion for determining who was at the top of the list was revenue. That is all fine and good, but what if the criteria we looked at was something else?

How about a common, secret concept that we all have and hold? Common, yet something that nobody really talks about. This thought process is as of yet an unregistered and untested new kind of industry criteria or benchmark. But, if we could identify it, I wonder who would be at the top? Using this benchmark, dollars do not count.

So what is this secret criterion we all keep buried? Our "favorite" printer. Not the one that makes the most money, but a real favorite. All industry people have a printer they love. And I'll bet the reasons for that love are very different.

What Woos You?

What makes a printer your favorite printer? Is it the print quality? The people in the customer service department? Or is it the ease and method of doing business with them? You know what I mean-do they run the shop like the Marines, with everything done exactly by the book, or more like the TV cartoon "South Park," where it's a little loosey-goosey, and you never know quite what to expect on a regular basis?

Perhaps it's the terrific contract you signed, or the amazing boondoggles you get to go on? Could it be the expensive lunches? (Does anyone have time for that anymore?) And how about the printer's sales force? Could the sales team be the reason that your favorite printer is your favorite printer? The coffee they serve in the customer lounge? And, for that matter, what about the customer lounges? I have been in cinder block bunkers buried in the earth and in plush, multi-roomed, leather-upholstered suites. Does that make the printer your favorite?

I will tell you why my favorite printer is my favorite. Management! Yep, that is right. I seek a printer with enthusiastic and extremely attentive management. I love great management. Most plants have good management. Some have very good management. And every now and then there is a plant with terrific management.

The sad thing is terrific management is a highly movable target. For whatever reason, as times change, so does management. And as that happens, so does my favorite printing plant.

5 Criteria for Great Management

What is it that I look for in great management?

1) I expect great management to be totally involved and understand the process, not from an ivory tower, but from the perspective of the pressroom floor.

2) I expect a commitment and readiness for ongoing reinvestment in the information-distribution process, sometimes referred to as printing and publishing.

3) I expect a dedication and willingness to change thoughts, processes and, with that, a headset for rapid deployment of the same.

4) I expect great management to have the proper respect and support of their customer service representatives (CSRs). A great CSR team with proper management support is like manna from Heaven. Conversely, poor management support of the CSR process is like dealing with the devil. Both the good and the bad come directly from management and management style.

5) The last is an intangible. The closest I can get to describe this "thing" would be chemistry. There is, at times, a unique and wonderful chemistry between the publisher's representatives and the printer's personnel. I attribute this chemical reaction to management. If all the players are positioned properly, then all it takes to ignite it is the catalyst of great management. It is an exhilarating experience when that happens.

So, with all that said, do you have a favorite printer? How do you feel about your printer's management? If you could, would you like to replace it? And while we are on the subject, how do you feel about your publication's management team? If you could, would you replace it as well?

It is also an interesting exercise to look up and down your internal business food chain, and see which parts of the process you would like to replace or outsource, if you could.

Hold that thought and ask yourself: Are the other departments in your company thinking the same thing about you and your department? If they could outsource you, would they want to? In these times that is worth pondering.

Tuesday, September 23, 2008

BoSacks Speaks Out: On E-Ink, Esquire and Mankind.

BoSacks Speaks Out: On E-Ink, Esquire and Mankind.
I am sitting here with my copy of the October issue of Esquire with the now famous e-ink cover. I thought I would take a moment to reflect on what it is and what it isn't.

So what is it? It is a flashing billboard on the cover of a magazine. It flashes the message "The 21st century begins now." It's somewhat glitzy and underutilizes the real possibilities and significance of e-paper. But it is important to note that it is real e-paper, and it has gone completely through the magazine manufacturing cycle of being printed upon, manhandled, bound, stacked on skids and shipped across the county. That alone is worth several kudos to those who know and understand the manufacturing and distribution process.

I would also like to point out that I went to four large newsstand/bookstores in Manhattan and all were sold out. Kudos again to the PR and press for the coverage of this unique publishing event.

My real disappointment is the exploitation of the product itself. I'm sure there is enough memory on whatever chip is in there to have displayed some actual text in a more creative and expressive way as to why the 21st century begins now, but it doesn't. It only uses large headline type to broadcast and blink its message. E-ink is capable of more, much more. And just to confuse the issue further there is a plastic layer over the e-ink that deadens the contrast of the product. The plastic is there is give the illusion that the e-paper is in four color. It is not. The four color is printed on the plastic overlay. That was an unnecessary "fake out". Why tout the greatness of e-paper and then diminish the final reading results of the product itself? Is it a demonstration of design over function?

I am a patient man and delighted to see this technology finally come into the public's peripheral vision. This is the first time that e-ink is on/in a magazine and as such it is the beginning of something very important for readers and publishers alike. With the success of the Kindle, the Irex Iliad, the Sony e-reader and other new e-reading products soon to be released, it is one small step for e-ink and a giant leap for reading mankind.

It behooves every man to remember that the work of the critic is of altogether secondary importance, and that in the end, progress is accomplished by the man who does things.
Theodore Roosevelt (1858 - 1919)


The Future of Electronic Paper - a Flawed Vision?
Posted by Ian Hoar

Electronic paper, and e-book Readers are all based on a pretty cool technology that is truly something you have to see to believe. E Ink is the brand name manufactured by E Ink Corporation and it really does look like paper. The first time you see it you realize that it has a completely different feel to it than your standard LCD display. You can check out an E Ink display at the Sony store or anywhere that sells E Ink based readers.

Lately E Ink has been getting a lot of press. Earlier this month Esquire showed off the worlds first ever E Ink magazine cover. This brought visions of the science fiction film Minority Report to many people and an environmental disaster in the making for others. There are also many e-readers being released with iRex to introduce a 10.2-inch E Ink reader next week. Although I love the technology, I think the current vision of E Ink by the press and blog sphere is somewhat flawed.

Every where I read about E Ink I hear things like "Will this replace paper" and "This will allow for a more print / newspaper friendly layout". These are all flawed concepts to me. It reminds me of other great technological advances like "Will the TV replace radio" or "Will the Internet replace TV". Yes some of these technologies merged and can be used over the Internet, but no technology replaced the other. We still listen to the radio, whether it is satalite radio in our car, FM, or streaming radio, and we all certainly still watch television. We also use the web in the way it was envisioned also.

The grid
My art teacher would shoot me for saying this as she felt that the failure to adhere to a print like grid was a major failing of the web. I on the other hand believe it is a major advancement, I really hope that we don't resort back to old fashioned print style layouts. This was done on paper because there was a finite amount of space and paper costs money so you have to use it all up. Writing content to fit little boxes isn't fun. Anyone who has had to create print style web layouts knows this, it usually doesn't work. The wonderful thing about a digital display is that you have a liquid medium and unlimited paper. The text can be as long as you want and flow around images and boxes according to font size or display type. With CSS you even have the power to display the content in different formats, independent from the layout. This allows web designers to support many different platforms, and make sites usable for the visually impaired.

If e-readers do take off, and I think they will, I really hope that print changes to be more like the web, and not the other way around, it's a far more flexable approch. It's also only a matter of time before touch sensitive E Ink displays will be the norm, why lock it down to old fashioned design principals. Will I even have to click/touch my way to page 5 to continue the story? Maybe we can even add E Mess to the reader itself so that when you hold your reader for a long time your fingers become all soiled just like with a real newspaper.

A land fill nightmare, why?
While everyone was praising Esquire for bringing magazines into the 21st century did anyone stop to think of the environmental implications? This is a little more serious than my first grip; why do we have this disposable attitude towards everything? Here we have this fantastic reusable technology, but we want to turn it into a throw away medium? Don't we have enough garbage clogging the landfills already. I know we can recycle newspapers, but I'm not so sure about E Ink, and recycling costs a lot of money. Why bother when we can just re-use the technology. Once everyone has an e-reader they can just wirelessly download their favourite newspaper.

If papers had to stay old fashioned with their multi-columned mess, companies could even deliver content in multiple formats. Lets hope that every time we read a newpaper or magazine in the future we are not dropping batteries by the boatload into our garbage cans as we step off the subway for work. It should be about reusability, not a throw away technology.

The cost is the last major hurdle. Right now really popular readers cost anywhere from 300 to 1000 dollars. This is just too much for the average Joe. The new 10.2 inch iRex reader to be released next week clocks in at $850 for the high end model with Wi-fi, Bluetooth and 3G. Couple that with the fact that a lot of people don't even get through a book a month and the cost of buying physical books is still a lot cheaper.

E-readers will have to get a lot more competitive or offer features that we can't live without. Right now the average smartphone / laptop can do everything an e-reader can do, and in colour. The only real advantages an e-reader has is a screen that can be seen in bright daylight and long battery life, not enough for a lot of people, but if you read lots of books it can be worth it. I think back to breaking my back with college and university books; an e-reader would have come in handy back then.

The future is electronic paper
That said I do think the future is in electronic paper. Like any technology it is still in its infancy. Some day in the near future refresh rates which are pretty slow right now will be faster and the technology will be available in colour as E Ink has already demonstrated. I could even see monitors switching to this technology someday.