Jonathan Tame, Managing Director of Two Sides in Europe, was among the organisers of the international Power of Print seminar held at Stationers’ Hall near St. Paul’s Cathedral in London.
“We have held the Power of Print annually in London for more than a decade,” says Jonathan. “The goal is to inform and connect leaders in the print and media industries and to review the most pressing issues at any given time. This is a platform where professionals in the printing industry meet, share experiences, and shape the future.”
The conference has grown steadily and now attracts around 200 leaders in the printing industries from all over Europe. The organisers are Two Sides, an independent organisation whose main purpose is to educate about the sustainability of the print and paper industry, BPIF (British Printing Industries Federation), Canon, Fedrigoni, and Printweek.
Direct Mail, Data, and Sustainability in Focus
When asked about the main focuses of this year's conference, Jonathan specifically mentions direct mail and its future. “We placed a strong emphasis on how data and artificial intelligence are being used to understand people's purchasing behaviour and make marketing more targeted,” he explains.
Sustainability was also a common thread in the discussion, not least when it comes to print, paper, and paper packaging. “Too often, paper and printed products are put in a negative context in discussions about environmental issues. Our research at Two Sides shows that consumers don't always understand how sustainable paper actually is. It's our role to tell that story better,” he says.
Books and Packaging Maintain a Strong Position
Despite the increase in digital offerings, certain parts of the printing industry have shown unexpected strength. “Book printing has not declined in the last five years. The demand and sale of books have not decreased, which is noteworthy given how much digital content has been added during the same period,” Jonathan points out.
“The production of paper packaging is growing rapidly, and there is no sign of it slowing down. It combines demands for sustainability, functionality, and a strong consumer experience.”
Hidden Opportunities in the Digital Noise
In Jonathan's view, opportunities for the printing industry lie precisely in the digital world and the heavy emphasis placed on it in marketing efforts in recent years. “We live in a digital world, and it has long been claimed that digital solutions are the best way. But the digital noise has become significant. Printed material stands out, is valued, and receives more attention.”
He says statistics show that print is effective when it comes to trust and persuasion. “If companies want to build a strong and credible marketing strategy, then print is an indispensable part of it.”
When asked directly if print is dead, Jonathan answers without hesitation: “No. The best results are achieved when printed and digital marketing materials work together. Print is not the opposite of digital development – it is a part of it.”