APIA turns a new page and moves beyond paper

Action group, APIA, heads in new directions as Cassell calls for more supporters to join in fight to keep print a part of everyday.

The group, whose campaign, paper – part of everyday – has gained major traction, securing support from printers and industry bodies alike as well as coverage in the national press, is expected to be renamed shortly, according to president, Bernard Cassell, (pictured) who delivered a keynote address at this week’s PrintWorks.

“This is no longer a paper industry campaign – it’s for the graphic arts industry,” he said. “The campaign [to be renamed] … will contain a reference to print.”

An advocate for a united industry, Cassell’s heartfelt speech was a plea for those in the graphic arts to join forces and fight the good fight.

“We need to work together as an industry – we’ve been fragmented for too long,” he said. “The war is being fought on a much broader front.”

Cassell suggested that the printing industry should pressure the government for action. “We have printers in every single electorate,” he said. “We could motivate printers to lobby MPs to distribute material in their electorate. That needs to be organised by a central body and needs the cooperation of printers to do it.”

He believes it is vital to educate anyone and everyone of print’s strengths as a communication tool, citing his younger daughter who has become an advocate for the medium.

“Our future is in our hands – we need to get out there and do something about it,” he said. “Sitting by passively won’t do anything.”