Another speaker was Kevin Gilligan, VP of Sales for Structural Graphics in Essex, CT. The samples Kevin showed us were remarkable in a number of ways. I had to follow up and learn more about his company’s specialty.

Before I forget: there’s something refreshingly cool about their web site. The bios of their leadership team don’t focus on the ho-hum professional pedigree we see on most industry sites. Rather, their personalities shine through as we see what makes each leader a true individual. From firefighter to bagpiper, golfer to swing dancer, they all appear to have 3D personalities – to match the 3D of their products. Bravo!

When you visit their site, take the time to check out some of the videos. They have a YouTube channel that features a Solution of the Week. Structural Graphics produces pieces that make a big statement. Just a few examples I’ve seen: boxes that, when opened, 3-D cubes jump out; pieces with pull tabs; dimensional paper megaphones; and automatic changing pictures. It’s one of those instances where you must see examples to appreciate their magic.

MD: What makes Structural Graphics different from other commercial printers?

KG: Well first, we don’t consider ourselves a printer. We are a Marketing Services company that partners with our agency and advertiser clients to create designs that are totally focused on the marketing message they are trying to deliver. We help them create designs that get opened and present their message in a compelling way that is impossible to ignore.

And, it doesn’t have to be dimensional. Many of our creations are flat pieces that are also very interactive. For example, you pull a tab and something changes or is revealed. Our products have movement, high impact, and engagement.

MD: Tell us a bit about the mechanics of how your products are made.

KG: We have a great design process geared towards making it easy for our customers to adopt our products. We are experts at giving clients an initial template for what they are envisioning. We also have a proofing process that provides customers with a fully assembled, lo-res proof so there are no surprises.

As high-impact is our specialty, we always look to give recommendations to customers. Our pieces may take a bit more time to produce than standard printing, but not excessively so, and their effectiveness is worth it.

MD: Do you do all the manufacturing at your facility?

KG: All of the design is done here and in California, and most of our printing and die- cutting is done in Dallas, where we have a production team on the ground. Then we move the product into Mexico, where we own a hand-assembly plant.

Our Essex headquarters houses proofing machines that are calibrated to our main printer’s in Dallas so we can quickly review hi-res contact proofs. Designers provide hand assembly instructions to our Mexico plant, which are thoroughly reviewed before assembly begins. Production always signs off. All of this happens within the first two days of assembling. After assembly we move the pieces back across the US border and ship or mail as the project demands.

Our assembly plant is Code of Conduct certified by some of the most prestigious brands in the world, including Disney and Hallmark. This means we have met their highest standards for quality, safety and professionalism. We are also data certified by a number of financial services firms, meaning we have met their standards for safety, security and disaster prevention in the handling of their mail data.

We give surveys at the end of each job to get customer feedback and have over a 98% satisfaction rating.

MD: How about a short history of the firm: how old is it? Was it always a specialty firm in dimensional printing?

KG: The company is 35 years old. It was initially created with the idea of bringing the engagement of children’s pop-up books to advertising pieces. The company’s founder was a very inventive and creative personality, and he had the vision to see the potential of combining the two.

We’ve created approximately 40,000-plus designs since the beginning. Some designers have been here for 15+ years, and in this specialty field, their experience really helps.

MD: They don’t sound like your typical designers – am I right?

KG: Our designers are called paper engineers. It’s really a learned skill, part engineering, part art, and a whole lot of invention. There are structural design courses in college, but not a full-fledged degree so much of the learning comes on the job with us.

MD: Tell us a little something about the piece we’re showing with today’s Print Tip.

KG: This design is called our Flat Cube. It is cost effective to mail since it mails flat but it definitely has the feel that there is something special inside. When it is opened, rubber bands pop the piece into a dimensional cube that gets the recipient’s attention and is usually kept – keeping the message alive. This piece often receives response rates that are 4-5 times higher than traditional response rates.

MD: I noticed lots of videos on your site. It’s a natural!

KG: Videos make sense, you’re right. Our creations are fun to play with and they perform – they actually do something, so videos are the best way to feature them on our site.

MD: Are all of your products done offset?

KG: The majority are, but we’ve sized a number of templates to work on digital presses and some pieces have been both!

MD: What are the “hot industries” you’re serving these days?

KG: Financial services (credit card issuers) and automotive come to mind. Our pieces are created to help drive folks online for more information or, in the case of a car manufacturer, into a dealer’s showroom.

MD: Do you do stuff for the fashion industry?

KG: We’ve done some gift card packaging and some specialty packing as well for Victoria’s Secret.

Thanks, Kevin! If you want to reach Kevin, he’s at 860•767•2661 x230.

© 2012 Margie Dana. All rights reserved. You’re free to forward this email. However, no part of this column may be reprinted without permission from the authors.

No kidding: the 3 main speakers we’ve booked for April 11th’s PBI BOSTON are among the best-respected experts in their fields~

Daniel Dejan has always garnered the highest scores of any PBI speaker. He’s back! He’ll deliver the breakfast keynote.

Don Carli, AKA, “the Dean of Green,” is coming up from NYC to wow us with steps to make sustainable supply chain choices. Talk about Knowledge Meisters! Don’s brilliant.

And Cheryl Kahanec, arguably one of the leading experts in all things digital and variable data, is coming from my home state of NJ to tell us about innovations in these two specialties.

Folks, there’s NO OTHER EVENT LIKE THIS IN NEW ENGLAND! Seating’s limited, and you’ll kick yourself if you miss out on this daylong event.

It runs from 8 am to 6 pm at the Inn at Longwood – accessible by car, T, and a short cab ride from Logan Airport.

Check out this tiny video I made about PBI BOSTON. You like?

PBI Boston is the only one-day conference in New England that caters to print & media customers. It was created by PBI founder Margie Dana and will provide a behind-the-scenes look at the trends and advances that are revolutionizing the use of print today.

Print buyers, print production managers, graphic designers and marcom pros who work with print as well as digital media are encouraged to come learn from speakers like award-winning creative visionary Daniel Dejan of SAPPI Fine Paper, who will deliver the breakfast keynote on QR & AR codes.

Digitas Senior Production Manager Mariah Hunt, plus another elite print buying pro, will share the secrets of decoding typical equipment lists posted on printers’ web sites. They’ll divulge why senior print buyers rely on these lists as step #1 in pre-qualifying potential print providers.

Don Carli of the Institute for Sustainable Communication emphasizes the importance of identifying, quantifying and disclosing the flows of energy, materials and waste associated with the print and digital media products in his keynote session, “The Mediavore’s Dilemma: Making Sustainable Media Supply Chain Choices.”

Digital and variable data printing expert Cheryl Kahanec of EarthDIGITAL will provide a quick glimpse at the future of digital printing as well as new possibilities with VDP – Variable Data Publishing.

SVP of Production Services for LehmanMIllet Blair Weidig and Maria Cipicchio, Assistant Director of Marketing Operations for Dana Farber Cancer Institute, will deliver a session on “Best Practices for Sourcing Print in 2012.”

Plus, Dana will lead her trademark Brainstorming Session before lunch, giving attendees the rare opportunity to share ideas and resources.

Sponsors to date for PBI Boston are: Xerox, Fujifilm, Sappi, Concord Litho, 48hourprint.com, Japs-Olson, Shear Color Printing, and Vallanti Printers. Fujifilm is also sponsoring the end-of-day cocktail party.

Early Bird Rates are available through February 20. Reserve your spot today at www.printbuyersinternational.com. A very limited number of service providers may register at $399.

Everyone who registers by February 20 will receive a FREE e-copy of Margie Dana’s book, Print Buying Made Simple, the leading guide to working with the print industry.

“PBI Boston was created as a one-day “educational extravaganza” for buyers & creatives,” said Dana. “Where else can they learn about sustainability, QR/AR codes, and the latest in VDP from the likes of Dejan, Carli and Kahanec – in one place? It’s a rare opportunity, and it’s priced affordably.”

About Print Buyers International

Print Buyers International (PBI) is an independent organization that caters to professionals who purchase or influence the purchase of print and other media. Each fall it hosts an annual two-day conference, providing education and networking for professionals who work with printing and the graphic arts. It also hosts one-day regional conferences. Learn more at www.printbuyersinternational.com.

Yes, folks, there are cars with 17-inch dashboard screens, cars that can check your Facebook account – even cars that can deliver Twitter feeds.

Oh Boy, I Can Hardly Wait….not!

I’m having a hard enough time dodging women drivers who are applying mascara while flooring it on Route 9 and guys with cell phones glued to their ears as they change lanes on Route 128 with crazed abandon.

Now I have to worry about the clowns who cannot be separated from their FB or Twitter feed while they’re driving? Have we lost our minds?

True, there are hands-free features of these new systems – maybe this is supposed to make it all OK. They use voice activation. But still, do we really need to weigh in with an “OMG” or hit the “Like” button whenever a FB friend posts a silly dog photo…while we’re driving 65-mph?

According to this article, Mercedes-Benz will soon have cars that let drivers “tap into Facebook and perform Google searches. Mercedes drivers won’t be able to enter text while the car is in drive, but prewritten phrases can be selected with a click.” Evidently the Tesla Model S electric car will have a “17-inch touch screen display with internet access and four USB ports to attach devices to.”

So be very, very careful when you’re out on the open road, people. Drivers in front, behind and/or to either side of you might be struggling to get that hash tag just right – or they might be resharing a photo on their FB account.

I’m calling this trend “Cars Gone Wild.”

Sometimes the language of the graphic arts is exquisite. So it is with a particular type of die cutting called the kiss cut. And since Valentine’s Day is upon us, what better to write about?

Kiss cutting is done by finishers. According to Jay Smith of Superior Packaging and Finishing, just about every finisher offers it. Superior’s located in Braintree, MA.

Here are two examples where kiss cutting is commonly used: for sheets of
labels or for static-cling vinyl decals (which are used in retail stores for
window displays or floor graphics). Roll labels are printed and kiss cut all
in line. A different type of die called a rotary die is used.

Kiss cutting is always done with 2-ply stock. The first sheet adheres to a
second, backing sheet. The backing sheet should be heavier than the top sheet;
otherwise the die might cut right through both layers, defeating the purpose.

Where does the name come from? (Here comes that “AHA” moment.) The steel die
used in the process gently “kisses” the second ply of paper (or whatever the
substrate may be) without cutting all the way through it. Any shape can be die
cut.

Traditional steel rule dies can be used, noted Smith, but special kiss cutting
rules with a shorter bevel are also made.

I’m finished. For today, that is.

Jay Smith is a wealth of information when it comes to finishing, BTW. His email is Jay@superiorpack.net and his number is 781-820-9243.

© 2012 Margie Dana. All rights reserved. You’re free to forward this email. However, no part of this column may be reprinted without permission from the authors.

This year’s colors were revealed recently in a WSJ piece. Each color was described by Leatrice Eiseman, Executive Director of the Pantone Color Institute and a well-known color expert.

Some of the names are delicious.

We have “French Roast,’ “Tangerine Tango,” “Rhubarb,” and “Pink Flambe.” They make my mouth water (or pucker, when I think of rhubarb), and immediately bring to mind specific shades of brown, orange, deep red and glowing pink.

Being a wordsmith, I was more interested in how Eiseman described each hot color:

French Roast: “Tasty. People understand browns so much better today than back when it was just earth tones.”

Tangerine Tango: “This one’s going to be a great color all year. Enticing, vicacious, sensuous.”

Rhubarb: “Wine. The intensity of red but darkened, so it’s more powerful.”

Pink Flambe: “It’s pink, but it’s got a lot of heat in it. Vibrant. Humorous.”

I don’t know about you, but I can taste each one.

Other colors in this year’s forecast include Olympian Blue (“Steadying, preppy, Americana, a step up from the dullness of navy.”) and Whitecap Gray (“Cooling, watery, almost gossamer. Also good for shirting.”).

Be on the lookout for these colors to dominate fashion and design next Fall.

My favorite? Why, Tangerine Tango, of course.  I love to dance!

I want to introduce you to Two Sides. It is a nonprofit initiative, founded and established in the UK, that wants to be a repository for all of the information about print and sustainability. The Two Sides US website launched recently. You must visit it at www.twosides.us.

While in Florida delivering a presentation to paper execs recently, I met Phil Riebel, President and COO of Two Sides US. In a follow-up phone call, he told me more about the initiative.

The first thing I needed to clear up was simply how Two Sides differs from other sustainability initiatives in the industry. His goal is to make this site the repository of the topic. If you check out their home page and click on the “Membership” tab, you’ll be able to find a page listing Two Sides’ members to date, including many paper manufacturers and merchants, a couple of printing companies, nearly 20 allied organizations – like PBI, PIA, Whattheythink, AF&PA, PSDA, and TAPPI – plus partner member Nima Hunter Inc.

One of my favorites destinations on the web site – and it should be yours, too – is the tab called “Myths & Facts.” This section gives us so much more than the average sound bite we’re used to seeing (or hearing). For example, click on the myth called “Electronic Communication Is More Environmentally Friendly Than Print and Paper.” Not only is there an easy-to-read explanation (or rebuttal) of why this is a myth, but one of the hallmarks of Two Sides is that they cite the research that goes into every myth-buster.

It gets better. For every Myth & Fact listed on the site, there’s a comprehensive, downloadable Fact Sheet for you to print off and/or share with others. Every Fact Sheet is complete with research and citations. This means you no longer have to worry, “Where’d they get this info??” You have the full facts to support what the site’s saying.

Another neat feature of the Two Sides site: every month they feature a member initiative. This month it’s Domtar and their “Paper Because” campaign (BTW, this Domtar site is one beautiful creature.).

Phil shared with me that the myth about electronic communications being more environmentally friendly than print is a current focus. The myth’s “out of control” right now, and they’re doing something about it.  Two Sides US has a list of 160 companies and what they’re saying on their web sites regarding this myth (primarily banks, utilities and telecommunications companies). This year, Two Sides will launch a letter writing campaign, followed up by emails and meetings, to convince these companies that they’re misleading people.  Phil said that they’ll measure their success rate and then report how many companies have changed their messaging.

There’s a ton of good stuff on this site, including videos, which are in a “Resources” tab that has Case Studies, a Toolbox, Recycling information, a section on the Lacey Act, and so much more.

Yesterday I signed up to get Phil Riebel’s blog, as I hope to get a constant “feed” of useful information on this topic. Click on the WordPress icon on the upper right of their home page to do the same.

If you want to hear more from Phil Riebel, I have the perfect opportunity – for I’ve already asked him to be a presenter at our 7^th Annual PBI Print & Media Conference this October in Chicago. If you’re a Print Tips subscriber, you’ll get full details when they’re ready.

To reach Phil, email him at pnr@twosides.info. Do have a look at their site and share your comments here.

© 2012 Margie Dana. All rights reserved. You’re free to forward this email. However, no part of this column may be reprinted without permission from the authors.

So it’s with incredible pride that I share with you why our April 11^th PBI Boston show ROCKS. In addition to two (count ‘em, two) buyer-led sessions and my own Oprah-like Brainstorming session, there will be three spots featuring three industry giants.

Opening the conference with his breakfast keynote entitled “QR & AR Codes” is Sappi’s Daniel Dejan. Anyone who’s been in design or print buying for a while knows that Daniel could win a hypothetical “X Factor” competition for speaking in this industry. His style, content, and stage presence make him #1 at any event. Attendees always love him. I’ve heard an earlier version of this presentation last fall. This one is updated and still chock-full of examples of both of these cool codes.

Right after lunch, we’ll be treated to a session on sustainability by the “Dean of Green” himself, Don Carli. The first time I heard Don present was at a “green day” hosted by MIT, and my God, is he brilliant. Google him and you’ll get some sense of what he’s doing as far as educating companies about sustainable media supply chain choices.

And then there’s Cheryl Kahanec of EarthDigital. Ask anyone in the digital print space to name visionaries and leaders in their midst, and you can bet they’ll name her right off the bat. About 10 years ago, I sat on a panel about VDP (Variable Data Printing) with Cheryl at a conference in Boston. She was clearly a leader back then, and I’ve been following her meteoric rise ever since. If you want to learn about innovations in VDP today, do not miss Cheryl’s session. She’s one of the nicest people on Earth, too.

There you have it – I did good! These three professionals are reason enough to come to our show on April 11^th. Do your career a favor and register – and get their autographs when you meet them.

Visit our PBI Boston landing page to begin the registration process. You’ll thank me.

Here’s what I’ve come up with.

Their top 5 primary concerns:

1. They struggle to keep current with print technology.
2. There’s often an inability to articulate why print is Green – and a smart media choice.
3. It’s tough to sell their own value “upstream”; that is, to their managers and their managers’ managers.
4. Knowing how to source print strategically is an evergreen concern. It’s connected to point #1.
5. How can they stay relevant and marketable in their careers?

These 5 concerns surface again and again in my discussions with professional print buyers. Of course, they influence what I write as well as our program development for PBI Print & Media Conferences.

With these concerns in mind, I’ve come up with the top 3 challenges that print buyers are facing right now:

1. The ability to bring innovation and creativity to their corporate team members. For this, they need new ideas, new technology information, and new ways to integrate print with digital media, from forward-thinking printers, from industry suppliers – and from one another.
2. Keeping Print alive, vibrant, and a viable component in their media mix – in the minds of their corporate team members. See #1.
3. Job security and growth. Their roles are changing. How much can they control where they advance to, and how they should get there?

I made these points in a presentation to an audience of paper mill and merchant executives recently. As much as I hate PowerPoint, at least it forces me to focus. I thought they were important enough to share with Tips readers.

Professionals in corporate print buying roles look to the industry – including printers, other buyers, and press and paper manufacturers – to help them develop in their careers while championing the use of print in their organizations.

Our role at PBI is to offer educational and professional guidance to print buyers as well as the industry through content and events. The short list I’ve shared in today’s Tip spells out our mutual challenges. Are you with me?

If you’re in a print buying role – no matter what industry, title, or years of experience – I invite you to submit contributions for this newsletter. I feel it’s critical for other buyers as well as service providers to hear your opinions and insights about working in this field today.

So, with that said, do you feel strongly about a particular issue related to print buying/print or working with the paper industry, that you’d like to share? Tell our readers what YOU think. I can’t promise I’ll accept every submission, but consider this a call for content from print buying pros. I’m looking for NEW print buyers as well as seasoned ones. Everyone’s voice counts.

To submit your content, write to me at mdana@printbuyersinternational.com. You may send your proposed idea ahead of time for my initial response.

5 Writing Tips from Margie

I’ve been a writer for over 15 years and have come up with lots of ways to help hone my craft. Since I’ve invited you to send in your content, I thought a few tips make sense.

1. Use your own voice. Your readers will respond to natural, not stilted, prose. Content definitely has personality. What’s yours?
2. If you’re stuck, make a change. All writers get stuck now and then. When you do, change your workspace or other parts of your routine. Take a walk. Move to a new spot in your office or home. Sometimes a short break will do the trick.
3. Let it all out, then edit like mad. Sitting and searching for perfect words or phrases can waste time and frustrate you. Just write what’s on your mind, then go back and edit it to within an inch of its life.
4. Read it aloud. Once you’re done writing, read it out loud. Does it sound natural? Do the words and sentences flow, delivering exactly and power and impact you expect? I pay a lot of attention to the cadence of my words.
5. Sometimes, thoughts need to percolate. You might have lots of ideas for topics or you feel strongly about a specific one. I find that this happens when I have an emotional investment in something I’m about to write. What do I do? I give myself time to let the topic ‘cook’ slowly in my head – honest. Live with your idea for a few days before you begin to write. It will mature. Your work will be better for it.

Wanted: Extreme Print Buyers

My last Print Tip about the role of a Print Manager for a major metropolitan newspaper is a great example of what I’m looking for  – people in the print buying profession who have unusual jobs.

It would be terrific to interview many more such professionals who can help up-and-coming (and even current) print production professionals recognize potential career opportunities.

Have you an off-the-beaten-path job in print buying and/or print production?

If so, I want to interview you! By sharing information about you responsibilities, how you found your way to your job, and what skills you bring to your employer, you will inspire other print buyers. Please contact me at mdana@printbuyersinternational.com.

© 2012 Margie Dana. All rights reserved. You’re free to forward this email. However, no part of this column may be reprinted without permission from the authors.