Have questions about the print industry? Ask the expert.
Q + A: Tim Massey
Vice President of Print Solutions at Walton Press and 25-year print industry veteran speaks about keeping your options open in a turbulent market.
How did you get started in the print industry, and can you tell us about your career?
I worked for a printing company while I was in college, and actually started in the bindery, sweeping floors and doing odd jobs. I finished school in 1992 with a degree in Printing Management, and then moved to Atlanta where I took a position as an Estimator for a large web/sheetfed company. After a couple of years I became restless and decided I wanted to pursue a career in Sales and Management. I’ve always had a passion for helping others as they faced their challenges in printing and business, and given my experience to that point it was a good fit. 25 years can go by quickly, and I’m still helping clients and enjoying it.
Print is alive and well. What leading factors are contributing to the growth of the print market in 2021 and beyond?
It’s heard often that the need for printing is declining, and in many areas that would be true. What never goes away I suppose is the need for communication. We all share ideas, news, products, services, fashion, music, you name it. So I’ve always thought of printing as another way to communicate, whether that be a magazine, postcard, an ad on the radio, a TV commercial, or a billboard sign. I believe a key to the growth in communication within the printing arena is using all the technologies available appropriately and the most efficient ways possible.
Gloss Coated vs. Uncoated Paper
With an unprecedented paper market and supply chain challenges, what are factors do publishers need to consider when working with a printer?
Keep an open mind, understand what printing options are available, and don’t be afraid to use them for what they can achieve. I think we all get locked into thought processes in which we believe things are a certain way now and must always be. I’m not sure if many publishers know how far some of the technologies have advanced in certain areas of printing that could completely change how they can use them. An example would be the high end color reproduction in coldset printing and non-glossy papers. Publishers may be amazed at the quality level that can be achieved and the cost savings available using this technology. Does a magazine have to be all glossy? Maybe not, hybrid publications that utilize gloss and non-gloss paper can be an extremely effective option for many publishers. Opportunities may be in front of publishers if they keep an open mind and embrace what is available to them.
What are the benefits of a ‘hybrid publication’ using a combination of coated and non-coated papers?
Design flexibility and sales opportunity. Hybrid publications give the publisher the ability to offer levels of quality to their advertisers at different price points. Some advertisers may ask for a small, reasonably priced ad positioned on a lower profile page that would be ideal for the non-glossy pages within a hybrid publication. Other high end advertisers may be willing to pay for a 2 page centerspread glossy featured ad and would love to be in that exclusive position in the center of the magazine. Regional publishers could benefit greatly from this strategy, appealing to both types of advertisers. Another advantage could be increased circulation as a result of lower print prices per magazine. Instead of spending dollars on a smaller quantity for an all gloss magazine, publishers can take advantage of the reduced printing cost by adding to their quantity of magazines printed and distributed. Advertisers are attracted by a higher circulation
Uncoated Paper Advertisements
What are the biggest shifts you have experienced in your career?
Over my 25 year career the biggest changes in printing has been technology. Interestingly, the process of ink printing on paper is still very similar, the actual act of ink being transferred onto paper. But the introduction of computer technology in all areas around press production has had a tremendous impact on how printing is done today. Most processes within the print workflow are much faster: designing, file transfer, platemaking, proofing, scheduling, shipping are all areas that have been transformed from traditional methods to high speed, efficient processes. In addition, print quality has increased significantly with computer accuracy and improvements in equipment. I look forward to seeing advances in all areas and I’m sure I’ll continue to be amazed by what is possible.
About Walton Press:
Walton Press is a full-service print house with services ranging from consultation and pre-press through printing and finishing. From bound glossy magazines to newsprint, Walton Press has the turn-key solutions for your every printing, advertising and distribution need. Walton Press is committed to excellence in quality, service and dependability. Contact us at waltonpress.com or by phone at: 800-354-0235.