Wayne Robinson, editor of Print21, talks with Malcolm Auld, principal of Malcolm Auld Direct, on how printers can benefit from the digital world.

The episode starts with a review of physical print's role in the modern world, with an attitude of print being positive as opposed to "not dead yet," including the demise and return of QR codes. The discussion progresses towards understanding how print can supplement the digital world, and avoiding the rush to fashionable trends as opposed to working with the correct balance across media types.

We then move on to how many print businesses focus on sales and commodity pricing in a race to the bottom model as opposed to establishing and marketing a brand that allows partnering with clients. Malcolm notes the importance of integrating digital and physical media, engaging with social media and working with the younger generation.

Topics covered include using direct mail to improve understanding of your customers, and strategies for positioning your business in the market by leveraging your brand. We wrap the episode with the acknowledgement of the need to embrace digital rather than fearing it, and evolving to incorporate it into the portfolio your business can provide.

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The Print Files Podcast is produced by Southern Skies Media on behalf of Print21, owned and published by Yaffa Media.

The views of the people featured on this podcast do not necessarily represent the views of Print21, Yaffa Media, or the guest’s employer. The contents are copyright by Yaffa Media.

If you wish to use any of this podcast’s audio, please contact Print21 via their website www.print21.com.au or send an email to editor@print21.com.au

Coordinator: Grant McHerron

Host: Wayne Robinson

Editor: Chris Visscher

Producer: Steve Visscher

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