SPECIALIST PRINTING WORLDWIDE INTERVIEWS CEO OF PRINTING UNITED ALLIANCE

Nicola Penhallow: “You have talked previously about Printing United Expo being a bright light within the industry. Can you expand on that?”

Ford Bowers: “Definitely. We have many thousands of people who come to the show and have been coming for years when it was the Specialty Graphic Imaging Association (SGIA). When I first took this position and came to the first SGIA expo, I was surprised how many people did not realise a trade association in printing was actually responsible for the expo. Even today, a lot of people don’t understand there’s a trade association behind the expo. It is unlike other expos which operate primarily for their shareholders and to maximise their profit. With Printing United Expo, every dime that comes into the show is actually put back into the industry. This expo supports the alliance, which supports the industry in ways that people don’t even know.

“We have a lot of people doing different things on behalf of the industry. This expo is part of the economic engine that helps us do those things which are beneficial to everybody here, whether they’re suppliers or attendees. 

“We’ve done a better job in the last few years, especially after the pandemic, in communicating more clearly with NAPCO, the media company we bought. Now people are becoming more aware that the Printing United Expo is owned by the Printing United Alliance and that the Alliance exists for the benefit of the industry as a whole.

“The connection we’re making is that this expo isn’t just a good marketplace for OEMs to make money. The main point is that it has a purpose behind it.”

A lot of people don’t understand there’s a trade association behind the expo

NP: “Do you have some examples of how the alliance impacts the industry?”

FB: “As a trade association, we’re designated by the government to function on behalf of the industry which means we are able to give our industry a cohesive voice. 

“On a micro level we help printers be better at what they do by providing them with the information, data and expertise they need. For example, we have staff experts in areas such as Environmental Health and Safety (EHS) and Human Resources (HR) which printers can contact for advice.”

Every dime that comes into the Printing Alliance show is actually put back into the industry

NP: “And is that service free?”

FB: “It is if you’re a member of the Alliance. You get an hour’s consult for free. For larger projects, such as a full Occupational Safety and Health Administration (OSHA) sweep, 
we charge a discounted rate for members. 
If it’s a quick fix or question, we help for free. 

“Our membership model is different from most trade associations, especially in the printing industry. They often charge based on how much money you make. For example, if you’re a $50 million company, you might pay $8,000.

“We changed six years ago to be more like the Amazon Prime model. Everyone pays $400 – whether you have ten people or 
100 – and all members get the same benefits. For the $400, they get free research, access to our experts and can come to the show for free. If they want additional services, they pay at a discounted rate. 

“This model allows more people to be members and access the content we provide. It also forces us to be disciplined. If we offer something nobody wants to pay extra for, we stop offering it. This keeps us accountable.

“When we flipped the switch just before the pandemic, our membership cratered due to the economic hardship, but we’ve rebounded. Last year, we signed up over 1,800 new members and we expect to hit that again this year. The barrier to entry isn’t as high now.”

The Alliance exists for the benefit of the industry as a whole

NP: “Are all your members based in the US?”

FB: “Mostly yes, although we do have a couple of hundred members in Canada, as well as in South Africa, Australia, Korea, Japan and Europe. We have programmes with other national organisations where their members can join for a reduced rate. We also have some direct international members. We haven’t pushed for international membership yet.”

NP: “I see the Printing United Alliance as very US-focused right now, but could you see the Alliance becoming international?

FB: “The i-learning center is already used in about 35–40 countries and, some of our programmes, such as G7, are international. In the next five years, we’ll explore international membership. We need to figure out the costs and delivery methods, but it’s something we could potentially develop.”

Last year, we signed up over 1,800 new members and we expect to hit that again this year

NP: “How does the recent announcement of the strategic partnership with Drupa fit into this?”

FB: “These are initial steps in building coalitions globally. Drupa has been the biggest trade show for decades. As SGIA, we wouldn’t have partnered with them because we weren’t in the commercial and packaging spaces, but now we are. Our conversations with Drupa have been ongoing for about a year. We believe we’ll announce some joint initiatives in the next couple of months.

NP: “Within the US, there are events such as Label Expo and Impressions Expo. Do you think they might join forces with Printing United?”

FB: “Impressions is owned by Emerald and Informa owns Label Expo. They are for-profit companies, so they won’t join forces with us.”

NP: “But have you seen a shift of people coming to Printing United?”

FB: “Yes. Exhibitors have spent a lot of money to come to shows. They’ve been asking for years to consolidate them because they’re expensive. At this show, printers are crossing lanes. They’re buying equipment outside of their usual segments and all of that is represented here. From an exhibitor’s point of view, it’s good because every audience segment is represented.

“The market forces will erode the ability of OEMs to attend multiple shows. They’ll want consolidation. We’ve planted the flag for ‘all under one roof’ and we think it’s a natural progression. This model is more efficient for the industry.”

As Ford Bowers speaks with passion, a special Student Day is underway, designed to inspire the next generation to explore the possibilities of the print industry. From printing baseball cards and custom t-shirts to water bottles, students can experience firsthand what print can achieve. This is just one of the many initiatives Ford Bowers and his team enthusiastically supports. Ultimately, it all comes down to people and passion and, in Nicola Penhallow’s view, the Printing United Alliance embodies both in abundance.