IPIA Governance & Committees
The IPIA is leading a pivotal national print research and advocacy project undertaken with world-leading research agency, Madano. Its objective is to shift the positive perception of print for the long-term
‘A New Narrative for Print’s’ primary aim is to positively shift the perception of print among UK consumers and businesses across a range of critical factors.
Madano has mapped perceptions of the UK print industry across a range of key metrics using its specialist data science technology and analysis tools.
Studying more than 12,000 online conversations across social media, media outlets, blogs and forums – the study has also identified key influencers who significantly sway the perception of the print industry and its products. Madano also analysed the dominant narratives in the conversation around print.
By obtaining an accurate picture of how the print industry and its products are perceived – and by identifying the individuals and organisations driving these perceptions – the IPIA and its partners can develop a long-term strategy to strengthen the print market in the UK. Ultimately, by increasing the positive perception of print’s effectiveness, sustainability and positive contribution to society, the result will be an uplift in both businesses and consumers utilising print as a marketing and communications medium.
The initiative has been made possible by a coalition of IPIA Members that are working in partnership to ensure it delivers on its objectives: Imprint MIS, Ricoh, Konica Minolta, Epson, The Printing Charity and Citipost.
Each partner is passionate about supporting the project’s long-term objective to strengthen the position of print as a communications and marketing medium – ultimately helping to drive and grow print volumes for the UK market.
“By obtaining an accurate picture of how the print industry and its products are perceived – and by identifying the most influential individuals and organisations driving these perceptions – the IPIA and its partners can develop a long-term strategy to strengthen the print market in the UK.”
Championing the UK print industry
Watch the videos below and find out how A New Narrative for Print will strengthen the UK print industry for the long-term.
Ricoh
Tim Carter, Commercial Print Director, UK
“It’s about acting in true partnership and collaboration and showing where print can create a positive impact. We are really proud to be part of this exciting project and it’s forming part of our commitment and focus. We believe print delivers a different, emotive outcome; it makes things happen, it enables decisions to be made. Print still remains unique in terms of its resilience, its permanence and trust.”
Epson
Phil McMullin, Head of Sales (Commercial and Industrial), UK
“Print is an innovative and sustainable business with a great future; important to the UK manufacturing industry both in terms of profit and the number of people employed. It’s clear to us at Epson that the future of the print industry relies on us being able to attract young people into the industry.”
Konica Minolta
Malcolm Smith, Category Manager for Professional Print, UK
“We are working with our industry partners to push the message that print triggers action; we can support the industry long-term by working with the IPIA and partners to change opinions. Working with the IPIA to change minds out there will stimulate demand for print and expand the market, and that’s why Konica Minolta are very committed to this project.”
Imprint MIS
“The data produced by Madano (research agency) showed the narrative inside the industry and the wider perception of print as a whole. For a company like ours, we were quick to realise these tools would show our communities strengths and how it would benefit all our customers across different print areas.”
The Printing Charity
Neil Lovell, Chief Executive and Secretary
“For a long time, our sectors have talked about needing to understand more around print’s perception in the wider marketplace, both from consumers and from people who are buying products, and how best to promote the sector as a result, including how to position print to young people as a career space to grow. This research has put work in to understand that perception, and looked at some of the gaps, whether that’s in demonstrating the effectiveness of the medium for brands or organisations that ought to be using print more broadly, or for younger people choosing the industry as a career opportunity.”
Citipost Mail
Lesley Yeomans, Deputy Managing Director
“The perception of printed matter makes it difficult to get everybody else on board; other consumers, other professionals – to understand how print can benefit their business. Driving a communications and engagement strategy that resets the narrative around print in the UK is why we are involved. We’re partnering with the IPIA because we’re passionate about driving change, so that more consumers and more customers can benefit in the same way that our current customers do from the power of print. With this research data and the influencers identified we can attempt to shift the narrative.”
Ground breaking research
Capturing the research results – gathered over a 12-month period and covering more than 12,000 data points – has provided an accurate, detailed picture of how the print industry is truly perceived by consumers and key print buying markets across a range of critical metrics; effectiveness, impact, sustainability through to the role of print as a trigger back to digital content.
Examining user generated content alongside news, forums, blogs and a range of media, the unique picture formed from the research has equipped the IPIA with clear points of knowledge that tell the story of print’s efficacy, how the industry can approach sustainability together, and the beneficial impact print has on culture, society and the arts.
Engaging the influencers
The next strategic step for the IPIA has been to engage with a range of influential professionals, identified through the research, that could become pivotal advocates for the UK print industry and assist with generating a positive and realistic perception of the sector, while dispelling negative myths about print’s sustainability, measurability and effectiveness as a marketing and communications medium.
Fifty individuals have been identified across the marketing, advertising, design, fashion, textiles and photography sectors. With an objective to engage and build relationships, the IPIA’s aim is to drive new conversations about the place, purpose and role of print across these important markets. Driving a change in print perception, especially for an established medium, is a long-term plan for the future of the industry and its commercial growth.
Resources to help advocate for print
The resources accompanying the research explores why print remains an essential part of the marketing communications mix, its role alongside digital channels and the potential application of print across our thriving marketing, design, fashion, photography and textile production sectors in the UK.
Opposite and below you can download our ‘A New Narrative for Print White Paper’, in-depth articles on powerful insights from the research, and the creative assets from the ‘Print Made This’ campaign – so you can engage with our advocacy efforts and help to positivley shift the perception of print.
These resources set out why trust is crucial in the marketing mix, the perceived barriers around sustainability, why effectiveness is important and the place of print in that equation.
Investigating the wide-ranging impacts of employing print strategically – and exploring its intrinsic ability to connect physically as a marketing and communications medium – utilising these resources is a critical element of the IPIA and its partners strategy to create a positive perception of print in all its myriad forms for the long-term.
The white paper in particular addresses a range of areas impacting and effecting outcomes in the industry, supported by the IPIA’s research:
- The role of buyer perception and consumer trust
- How the industry resonates across other sectors
- Challenging the perceptions of print and profitability
- Where opportunities for market growth can be found
- Addressing sustainablity myths
- How the IPIA are going to influence perceptions of print
Click on the links below to download our in-depth articles exploring critical findings from the research
'A New Narrative for
Print' White Paper
If you have any issues accessing this content please email info@ipia.org.uk
'Print Made This'
usage guide and Assets
If you have any issues accessing this content please email info@ipia.org.uk