Viewpoint
February 2003
The new printing frontier

An interesting thing happened at the recent Print Ontario trade show. Graphic Monthly organized a workshop on printing exports for the not-so-big-printer—those with presses 29" and under.
The workshop was held Sunday morning—not the best time, but it was the only time slot open. The remarkable thing was that despite lousy scheduling more than 100 printers turned up to get more information on exporting.
The workshop produced a lively exchange of information between the panel’s four exporting printers and the audience—some of whom are also selling south of the border. The rest were very interested in getting a slice of the American printing pie. The panel hit a nerve with a topic that is no longer the sole domain of the big guys. A special thanks goes to moderator Jay Mandarino of C.J. Graphics, Peter Cober of Cober Printing, Scott Morris of Topline Printing & Graphics, and Alan Barkin of E-Card Builder.com for taking the time to appear on our panel.
In pulling this group together at the last moment, it became apparent that many more companies are involved in selling into the U.S. market than most would think.
With a stagnant printing market in Canada, exporting is one of the few growth markets left. As one of the panelists pointed out: if printers here picked up only 2% of the American market, it would equate to 20% growth in the Canadian market.
Canadians do have several advantages in the States. The favourable exchange rate is the most obvious. But there are other factors. We are used to shorter runs, something that American customers are now looking for. It is also easier now to make cross-border transactions seamless with e-mail, electronic file transfer, and overnight couriers. We even almost speak the same language.
But some differences still exist and you need to be aware of them if you want to sell into the American market. Repeatedly, panelists said that it’s advisable to sell only a few products into the States. You have to be a specialist or forget it.
The degree to which people were willing to share information was very refreshing. No one seemed to worry about a possible competitor using the information against them. And, as one owner pointed out, if more printers in Canada sold into the American market, it might take some of the pricing pressure off in Canada. Interesting point.

With a stagnant printing market in Canada, exporting is one of the few growth markets left
Also interesting was when the question was raised about how much of sales were due to American business. Audience members’ and panelists’ answers ranged from 10% up to 90%, which indicates there is plenty of room for growth.
The question has been raised of why can’t we printers do a lot more to help each other to become better at exporting? Good point. One possible idea would be for CPIA to create a special printing export group or, as someone suggested, create a new association.
One thing is certain, as our panel made clear: there is a new printing/business frontier that’s opened up. We see it, we want to know more about it, and we seem willing to work together. We just need to get moving.
P.S. Printers from Western Canada, unable to make it out to Print Ontario, will get a chance to attend a similar exporting workshop at Print West in Calgary this April 12, 13 and 14.
Alexander Donald is the publisher of Graphic Monthly Canada.
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