Konica Minolta partners with IPIA’s A New Narrative for Print national print research and advocacy project

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.       
 
Unveiled at the IPIA’s Annual Conference which was held in August at the Manufacturing Technology Centre (MTC) in Coventry, A New Narrative for Print has gained significant support from stakeholders across the UK print industry with the common goal of dispelling myths and promoting the considerable practical and sustainability benefits of print as a progressive communications medium.
 
Malcolm Smith added, “The research has identified some very positive actions, including identifying 50 key influencers who can be lobbied with facts to help steer a confident narrative and make a positive difference to wider perceptions of print. Using these insights, we can work together to highlight the unique abilities of print to capture the attention of the audience, to cut through the digital communications noise, and foster a wider belief and trust in it as a highly adaptable and flexible medium, through a broader collaboration across the print industry. It is essential that the UK print industry rallies behind these efforts and we are proud to partner with the IPIA to address these opportunities and to champion this most essential of communication channels.”