Konica Minolta Business Solutions (UK) Ltd has announced its support and sponsorship of the Independent Print Industries Association’s (IPIA) national print research and advocacy project – A New Narrative for Print.
The research charts perceptions of the UK print industry across various key metrics and aims to strengthen the position of print as a communications and marketing medium, ultimately looking to drive and further grow print volumes for the UK market.
Utilising advanced data science technology and analytical tools in collaboration with world-leading communications agency Madano, the research tracked 12,000 online conversations across social media, media outlets, blogs and forums. This 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 to give a broad view of perceptions and influence.
“With the high dissemination and oversaturation of digital communications in society, print offers a uniquely tactile and eye-catching alternative that continues to perfectly address many requirements,” said Malcolm Smith, category manager – Professional Print at Konica Minolta.
“Unfortunately print sometimes suffers from unfair and inaccurate misconceptions, such as that it is unsustainable, ineffective, or outdated, and it is vital that we address any problems with the public narrative. Print, unlike digital, has an easily recognisable recycling route, and has a high impact on the audience compared to the digital overload. A New Narrative for Print takes an expertly targeted view, and we are delighted to add our own considerable print industry weight behind this essential initiative.”
The research flagged up key areas 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, 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.
“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,” Malcolm added. “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.”
