Konica Minolta supports the IPIA’s groundbreaking initiative to reshape perceptions of the print industry and highlight its sustainability and marketing value
Konica Minolta Business Solutions (UK) Ltd has announced its support and sponsorship of the Independent Print Industries Association’s (IPIA) ground-breaking national print research and advocacy project – A New Narrative for Print. The research charts perceptions of the UK print industry across various key metrics and aims to strengthen the position of print as a communications and marketing medium, ultimately looking to drive and further grow print volumes for the UK market.
Malcolm Smith, category manager- Professional Print at Konica Minolta Business Solutions (UK) Ltd, stated, “With the high dissemination and oversaturation of digital communications in society, print offers a uniquely tactile and eye-catching alternative that continues to perfectly address many requirements. Unfortunately print sometimes suffers from unfair and inaccurate misconceptions, such as that it is unsustainable, ineffective, or outdated, and it is vital that we address any problems with the public narrative. Print, unlike digital, has an easily recognisable recycling route, and has a high impact on the audience compared to the digital overload. A New Narrative for Print takes an expertly targeted view, and we are delighted to add our own considerable print industry weight behind this essential initiative.”
The research flagged up a number of key areas in which the print industry can improve its narrative and perception, such as taking a promotional standpoint rather than a defensive one, addressing the broader external audience, showcasing how print can be used to positively enhance other forms of communication, and better demonstrating the strong case for print sustainability.
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