IR talks to… chair of IPIA research subcommittee, Alasdair Browne, on the narrative of print

Do we need ‘A New Narrative for Print’? The IPIA certainly thinks so, which is why it has embarked on this perception-shifting project, the aim of which is to get UK consumers and businesses to better understand the make-up and output of the industry. Image Reports asked the Alasdair Browne to elaborate.

Q. Can you first explain why the IPIA felt this a necessary move?

The IPIA recognised the need to reshape the industry’s narrative due to the evolving nature of the print sector and the challenges it faces. While the IPIA has been successful in advocating for print through several initiatives, the industry needed a more strategic approach to address emerging trends and influencers.

The ‘A New Narrative for Print’ project was initiated to understand the conversations happening about the industry, identify key influencers, and use these insights to position print more effectively in a competitive media landscape. This move is crucial for ensuring the ongoing relevance and growth of print in a rapidly growing, digital world.

Q. How was the initial tranche of research conducted and what are the key findings?

The research, conducted by Madano and sponsored by industry leaders Imprint MIS, Ricoh, Konica Minolta, Epson, The Printing Charity and Citipost, involved mapping out discussions about print across various platforms and media. This comprehensive study began earlier this year, focusing on identifying key influencers and analysing the narratives they are driving.

The methodology involved analysing high-level topics discussed across media sources, with particular attention to how print is positioned relative to digital media. The findings revealed that while most conversations centre around cost, economics, and quality, topics like environmental impact, authenticity, and trust are less frequently discussed. Additionally, there is a growing interest in digital and textile printing methods, which could represent areas for growth and leadership within the industry.

Following release of Madano’s study, a first step has been to assess how the industry positions itself. The research has identified what is driving the narrative now is a defensive position, not one of promotion – as much as the print industry has engineered it to be positive.

The research identified some key themes in this regard.

As an industry, it often speaks in defence of print – defending its traditional position against other media.

The industry drives and develops incredible innovation, and findings show we are ‘talking to ourselves’ about what’s possible and not breaking through to the right audiences.

The industry is desperate to show print is better than digital advertising or other forms of communication, rather than how it might work to enhance the effectiveness of those.

Print can struggle to cut through and demonstrate why print is effective to those who should see our medium as a viable and engaging route to market

Print needs and wants to show how sustainable a medium this is, but come up against significant, louder reasons of why this is a challenging idea or concept – even when we have better proof than other routes to market

We could shrug our shoulders and say ‘it’s just how it is’ – or we can get to the very root cause of what is really driving the conversation with our customers and consumers and instigate a shift change.

To extend the thinking, a range of critical questions were devised to examine print – drawing conversations from broad communities such as marketing, advertising, design, photography and fashion/textiles. Questions included: What is the level of conversation and general awareness of print out in our target print buying markets and amongst consumers? What is the perception of print’s effectiveness when used within a multi-channel marketing campaign? What is really influencing and motivating business to choose – or not – print when they consider their marketing methods? What is the view of digital and mainstream media’s effectiveness as a marketing and communications medium? What is the level of awareness about the career opportunities within the sector and its status as an advanced technology-driven industry? What is the true perception of print’s sustainability, measurability and its ROI? What is the status of trust when it comes to printed media versus digital?

Print media is often perceived as less efficient and less accessible compared to digital sources, with discussions frequently highlighting print advertising as costly and yielding a lower return on investment. Despite these perceptions, research shows that print marketing remains effective, particularly when integrated with digital strategies, offering a unique opportunity to educate marketers and decision-makers.

Print holds significant value, especially in niche areas like banner and fabric printing, and direct mail marketing, recognised as cost-effective and impactful. Online discussions, including those on platforms like Reddit and blogs, often contrast print and digital marketing, yet they consistently acknowledge the enduring relevance of print, particularly in enhancing brand memory and engaging consumers through tangible, personal experiences.

The discourse largely centres on cost and ROI, with environmental considerations less frequently addressed, suggesting that the print industry could benefit from leading conversations emphasising the unique strengths of print in a multi-channel strategy.

Q. So who have you identified as the key influencers in the print industry, and are their narratives reflective of the industry overall?

The research identified key influencers who have significant sway over discussions about print. The narratives driven by these influencers tend to highlight the economic aspects of print, often comparing it to digital media. 50 stakeholders have been mapped across four areas of identified interest: marketing and design, screen-printing, fashion and textiles, and photography.

The key influencers include Rory Sutherland, Emma J Shipley, Martin Parr and Adam Bridgland. They have driven a particularly positive note on the industry, with ideas such integrating print and digital marketing strategies for maximum impact and the artistry, nature, craftsmanship, imagination, and storytelling of print.

Q. How will the IPIA use this early information to improve the outside world’s perception of print? Is there a roadmap of milestones it would like to pass?

The good news is that the research is complete, and we have got the answers to the questions we raised. It told us many times over what print made happen – print made this experience, this emotion, this presence, this impact. It also showed us why print wasn’t considered as viable option, often in comparison with other media in relation to cost, complexity, ROI.

The positive themes that came through from the mapping of thousands of online conversations around print, focussed on where potential and possibilities can be captured in a unique way. This is not news to the print industry – but to its influencing stake holders, print is central to how they view ways to communicate and connect in conjunction with other media: how to cut through noise to create a specific point in a diverse context; the unique abilities of print to communicate purpose, impact, form, structure, texture; in ways other mediums cannot; connect audiences differently – and younger audiences who ‘discover’ printed elements that drive retention and recall.

All this means we can establish trust, credibility and immerse the recipient – but we are relying on the creators to both plan, produce and place print where it can convey the message or form that is chosen.

The IPIA plans to use the insights gained from this research to inform strategies that can positively impact the print industry, driving growth and innovation. The results were presented at the IPIA Annual Conference, providing a platform for discussion and collaboration on how to leverage these findings.

This involves engaging with identified influencers, addressing gaps in current narratives, and promoting aspects of print that are less discussed, such as its environmental benefits and role in building trust.

Q. What can individual print companies do to help ‘rebrand’ print, if indeed that’s what is needed?

Print companies, particularly those in large-format digital print, can play a crucial role in rebranding the industry by actively participating in and shaping the conversations highlighted by the research. This might involve focusing on underrepresented topics like promoting the authenticity and trust that print can offer compared to digital media and exploring new opportunities in areas like digital and textile printing.

By aligning with the broader industry narrative and contributing to it, individual companies can help shift perceptions and demonstrate the continued relevance and value of print in today’s media landscape.

Q. How do you see the New Narrative for Print ending?

The ‘A New Narrative for Print’ project is set to continue its research long-term to evaluate marketing strategies on the evolving narrative surrounding print. The findings will provide print leaders more strategic and informed approach to how the print industry positions itself within the broader media landscape.

By identifying and engaging with key influencers and understanding the narratives that resonate with various audiences, the IPIA and the wider industry can foster growth, innovation, and relevance. The end goal is not just to rebrand print but to ensure that it remains a vital and competitive medium, well-positioned to respond to challenges and seize new opportunities.