Andrew Davis, Chief Strategy Officer & Co-Founder of Tippingpoint Labs, and author of Brandscaping, will deliver the keynote presentation at the 2013 Integrated Print Forum. Davis, whose research has resulted in the creation of innovative online metrics, will inspire attendants to re-think the print, digital, and mobile strategies that they and their customers employ—and consider aligning them as a content continuum instead of disparate and unrelated initiatives. We caught up with Davis recently, and he was kind enough to share his thoughts about print’s role in the content continuum. How can print help content generators (marketers, publishers, etc.) differentiate themselves? Over the last five years marketers and publishers have invested boatloads of resources in creating digital assets, and in the process they’ve shifted their spending away from the more traditional print products they leveraged in the past. Paradoxically, this has led to an opportunity to leverage high-quality (and that’s the key—HIGH-QUALITY) print products as a significant point of differentiation in the marketplace. Digital content and platforms are commoditized, they all look the same and the experience is fleeting—that’s not the case with a well-crafted print product. There’s longer engagement, deeper relationships, and even higher pass-along rates that come with the perceived value of print. Here’s the catch—you don’t have long to leverage this opportunity to shift marketers’ and publishers’ perspectives. You need to challenge them today to print something different, something unique and valuable. What can printers do to convince content generators that print should remain an integral part of their communication strategies? You’ll never convince people that print will remain an integral part of their communication strategy, but you can show them. There’s a content continuum that begins online—where they can rapidly create, test, and generate content to see what resonates with their audience. The best content—the stuff that generates the highest return on investment—can then be elevated, enhanced, and delivered as a highly valuable print product. This way your digital assets, which have a very short lifespan, build a long term and sustainable ROI. It’s not easy, but it works. Start consuming every piece of content your clients create in the digital world. Find the best stuff and pitch a high-quality print product. I’m willing to bet they’ll be impressed and intrigued enough to buy! What will attendees to your session learn? In my session attendees will learn how to rethink the role of print in a digital world. You don’t have to start competing with the rest of the agencies in the marketing space and expanding your services in places it doesn’t make sense. You’ll learn to leverage your past experiences, expertise, and insight to drive higher-value print deals fueled by digital information overload. What do...

What is possible with G7 mythology? Instructor, Dave Dezzutti, explains. Dave Dezzutti is all about managing color. He starts his day with a coffee and a copy of the latest digital printing magazine before beginning his work in prepress preflighting, proofing, and operating several different digital workflow systems for Printing Industries of America’s in-house production facility. He has spent 30 years in the industry and is now a Technology and Research Analyst and G7® Expert for Printing Industries of America. So what does Dave think about leading the hands-on G7 Digital Press Operator Training Program this April? He couldn’t feel more at home. Why do you think color management is so important to companies today? Customers demand that their print provider be G7 certified. Companies can have an edge on the competition by having their employees training and certified. Plus they can save money and cut waste. Before you were a G7 Certified Expert, what type of work did you perform? I was a manager of prepress production for Printing Industries of America, responsible for preflighting, ensuring a smooth workflow between prepress and press, and analyzing any workflow problems. I was also responsible for the calibration of several CTP and digital proofing devices. You are also a consultant for Printing Industries of America. What have you done for printing companies to improve their operations? I consult and evaluate which system will work the best in an organization. By analyzing a company’s prepress/printing capabilities, I make appropriate recommendations to streamline workflow and achieve color management standards. What do you feel is your most important role in your work for the Center for Technology and Research? Ensuring accurate color is very important, and I feel being able to help others achieve this as well really fits into the larger picture of helping to move our industry forward. When I can train others in G7 specifications or evaluate their operations, I know that printing companies value that knowledge and they value the opportunity to be more competitive. I also speak at events like the Color Management Conference where I can address a large audience and talk with printers. What types of equipment do you work with in daily operations?  Agfa’s Apogee, Kodak’s Prinergy, and Heidelberg’s Prinect PDF prepress workflow system are some of the equipment that I work with each day. I also operate the Kodak Spectrum, and PressTek Dimension CTP systems along with several digital proofing devices. What makes training so valuable in our industry? It is all about knowledge, whether it be new or continued education. I believe one of the most powerful resources you can have is a well-trained staff—and to have that knowledge yourself. G7 training, in particular,...