Letters, feedback, get it off your chest
Dear Sir,
Recent correspondence on this year's NPA event, staged last month at Darling Harbour, again reminds us of the disconnect that seems to exist between the criteria used by the judges, and the perceptions of excellence that exist in the mind of the common man. We still seem to be clinging to a narrow definition of "excellence" as defined by the ability to pile a series of dots one upon the other, like a pile of pancakes that doesn't topple over.
This definition, while comforting in a "technical" sense, and providing a security-blanket to those of yesteryear, does not recognise the new dimensions of excellence that we, as an industry must adopt, if we're to move forward.
Modern, demanding clients of today (and more so, tomorrow) expect print to rise to the occasion in many ways: colour-consistency across multi-media, interactivity with the net, personalisation/versionalisation, short-run/on-demand delivery, creative/unusual use of embellishing and bindery options, distribute-and-print - and so on. Note that none of the aforementioned included "quality" as a criterion of interest to clients. They've moved on, and expect that as a given.
As further proof that quality, once regarded an "absolute" like truth and justice, is just an illusion that can't be nailed down - consider the following two cases:
1) Body of Evidence, a high-end publication, produced by Miller-Armstrong Advertising in North Sydney, failed to arouse the passions of the "Men in Loops" of the NPA, but went on to win a Gold Award in the recent global SAPPI awards, and a Gold Award in the Galley Club awards in Sydney, last week. Apparently they must all be issued with different grades of magnifying glasses.
2) D&D Global, the Melbourne-based offset printer, whose fame has spread as far as Chicago (and is a serial offender in terms of winning the US "Benny" awards, with eight to date), hardly rates a mention locally. After trying here for 28 years, they finally managed to hit paydirt with a Gold Award in this year's NPA. The citation however failed to mention it was printed on 80 per cent recycled stock - and still looked fabulous!
These two examples are only intended to highlight that there is something strange going on - when such entries can win awards overseas - but they're not good enough to satisfy our local judges. Is this an industrial version of cultural cringe? Can we have some transparency? Can we get some explanation as to why our judges saw fit to mark down, or discard these entries in light of overwhelming evidence that they met or surpassed international criteria?
The NPA judges have in the past, made the point that they rely on strict, quantifiable, measurable, scientifically-based appraisal techniques. Judging, apparently, is conducted under the most stringent conditions, in the Print Laboratory within Monash University. How then, can their outcomes be so much at variance with the rest of the world?
Is it because we/they are adopting a too narrow, technical approach? As print struggles to emerge from its craft-based chrysalis we need a vision that sees print as an exciting communication medium, not just a pile of dots.
Regards,
James Cryer
JDA Print Recruitment
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Dear Editor,
Re: When to call it a day - Print 21 magazine article
I agree whole-heartedly with Mr O'Keeffe's letter.
Printing Industries Association of Australia (PIAA) would/should be only too well aware of the level of closures and merger/acquisitions of printing companies as it affects their membership numbers and income - and ultimately the political clout and relevance of our industry.
If nothing else, the activities of their field staff presumably include representation to members and non-members, and through experience, observation and discussion they should be able to establish the strengths and weaknesses of their clients and others; and thus, owners that are ready to "call it a day", and others who want to grow through acquisition.
I'm not referring to major "takeover targets for private equity companies". There is potential in almost every town for two printers to merge in all sorts of ways, providing some return (or perhaps a job and/or continuing income) for an owner who wants to "call it a day", and another who wants a bigger client base and perhaps an improvement in their equipment configuration and capabilities.
And guess what, perhaps the PIAA could then build "intellectual knowledge" and experience in mergers, acquisitions and even staff/management buy-outs to be able to assist for an appropriate fee. What an opportunity to establish training needs and opportunities in these growing and enthusiastic enterprises, and strengthen the membership base!
In my opinion it behoves PIAA field staff to be aware of these situations and work quietly and discreetly as "honest brokers" to the benefit of all parties - not least of all the PIAA, which is ultimately, surely, in the interests of all members of this amazing and very worthwhile industry.
John Horsley
Expression Printing Group Pty Ltd
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Dear Editor,
Re: Quark CEO arrives in Australia to fire up the publishing revolution
It shows what happens when you treat your customers like idiots; you start to lose your market share.
Adobe have seen this and taken the lead on customer service, features and price with InDesign.
RIP Quark
Les Herbert
Desktop Direct
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Dear Editor,
Re: GAMAA introduces one-day workshop due to industry interest
I totally agree with Samantha Crock that "Negotiation is a core life skill".
It's a pity that John Howard and his Workchoices legislation isn't prepared to recognise the role that trade union training plays in developing the skills of our delegates and members in negotiation techniques.
But heaven forbid (or should that be Howard forbid) if there was an equal development of those types of skill between 'capital' and 'labour'.
Is it a coincidence that productivity levels have fallen with the change in emphasis from collective bargaining to individual contracts? There are many examples of EBA's with Union involvement in clauses that have increased productivity.
I congratulate GAMAA on developing its workshop, I can only live in expectation that one day such matters as trade union training will be removed from the prohibited matter list in Workchoices.
Steve Walsh
National Secretary
AMWU Print
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