A post-modernist Christmas-story...
We’ve all heard of the famous editorial, published way back in 1897 by the New York’s “Sun” newspaper, in response to a letter from a young girl, by the name of Virginia, doubting the existence of Santa Claus. Well, 116-odd years later, doubters and disbelievers still exist, not so much about Santa Claus as we all know he DOES exist, but about our very own printing industry.
Recently, in a post-modernist twist to the original version, James Cryer received this from a candidate questioning the very existence of the printing industry.
Here, like the editor of the New York “Sun” newspaper, he tries to reassure a doubting Thomas, that “Yes, Ivan, there IS a printing industry.
-----------------------------------
Hi James,
To be honest, after I've had time to marinate in the thought, I'm worried that the printing industry is in a great decline as we come into a new digital age.
What are your thoughts, and do you think the print industry is something I should look to be getting back into?
My main fear in with any new role is job security.
Kind regards,
Ivan
-----------------------------------
Ivan – I hope you haven’t been stewing in the pot for too long.
You may be being a bit naive in thinking the printing industry is in decline – you’ve possibly become a victim to too much email hype! Let me reveal a great truth, it’s a best kept secret, so don’t tell anyone: there is NO such thing as the printing industry.
Its existence has been the subject of much speculation, like the existence of an imaginary planet which scientists have proved exists by theoretical measurements, but which exists only in peoples’ mind’s eye. The theoretical existence of this vast mass hurtling through time and space, known as the printing industry, has been the subject of learned discussion for centuries, wherever learned men and women have gathered together to discuss those great philosophical issues that affect the very wellbeing of Civilisation itself.
The question, is there a printing industry or not, has tantalised, teased, tortured and tormented the minds of some of the greatest philosophers and thinkers the world has ever known. And still there is no answer.
What we do know, however, is that there is a thriving group of people busily producing labels and packaging who are constantly evolving new and exciting materials and applications. Over here is another group, busily developing exciting new signage and branding capabilities, including wrapping whole buildings and fleets of cars!
Somewhere else is an eager band of enthusiasts printing three-dimensional products and venturing headlong into the future by discovering an endless array of new opportunities.
And tucked away just out of sight, well only out of sight of those too blind to see, is another group of dedicated die-hards engaged in developing new digital print opportunities in personalisation, enabling direct-mail to be customised for each and every household!
Sorry, what was it again you were asking about the printing industry and whether it exists…?
Only a very naive person would think that. So, no, the printing industry does NOT exist, but instead it thrives in many niches, responding, changing, adapting, like any living organism does to a changing environment.
Anyone who believes print is declining may simply not have the kind of vision, energy and imagination that we need.
Hope that helps, and a very Merry Christmas!