Trade associations tend to move relatively slowly – OK, very slow – when dealing with industry issues. Boards are comprised of diverse leadership and frequently the staff has a different perspective on industry concerns. But I was very glad to see the action which the Printing Industries of America’s Board of Directors took late last month.
Printing Industries of America (PIA) is going to take an aggressive role in working with its affiliates (there are 24 of us), and other organizations, to develop messaging to reinforce the “value of print.” PIA developed material and a web site last year, but it was PIA Southern California which took the bull by the horns and created a serious campaign, which may very well be the one adopted by the national organization.
Although we may not see anything in the next month or two, this action will help focus the industry’s efforts to combat the insidious messaging that print is dead. Congratulations to the Board of Directors. They stopped kicking the can down the road.