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which will have a huge impact on
traditiona l printers a nd so many of them
do not comprehend what is available in
But Buzz Borsitzky, ma naging director
of Integrated Mailing Ser v ices, say s
printers have to get realistic a nd adjust to
the cha nge. He says the only way they will
survive this is if they embrace digital.
“I do not see printers or mail houses
going out of bu siness,’’ Borsitzky say s.
“You have to be realistic. There ha s b een a
big push over the last 10 years with
printers to get involved with digital a nd
there are a lot who have no idea about
data. They are ultimately the ones that
will pay the price. The big boys in print are
well and truly in that space and have their
own internal mailhouse.”
He says a numb er of printers a re
adjusting to this by setting up their own
“Printers w ill never go out of bu siness
a nd neither w ill ma il houses, there w ill
a lways be ma il,’’ he says.
“Having said that, you need to value add
and if you are not doing that, you will
disappear. It is one of those situations
where you have to move w ith the times.
Youcannot just sit back as an oldtimer in
the print industry or the mail industry and
not move with the times.”
Rod Podbu ry, sa les director at NeoPost,
say s many printers a re sta rting to adjust to
the cha nges although he ack nowledges
there are some big imponderables ahead.
“We are seeing a big uptake of sales of
folding a nd sor ting machines to sma ller
printers. There is a real opportunity there
for printers,’’ Podbur y says.
“But no one knows if direct mail will
continue to grow or whether there w ill be
a lternatives to direct ma il that will cause
the industry pain.”
He says his compa ny advises cu stomers
to use different ma rketing strategies, a nd
not just rely on mail. He sees big
oppor tunities for sma ller printers.
“It is going to continue to b e tough for
the big ma il house printers but the sma ller
more versatile printers will have a brighter
Paula Lewis, marketing ma nager at
Senses Direct, says printers should be
looking at a variety of marketing strategies
that will support mail. “So if you send
something out by ma il, you back it up with
an SMS campaign and make sure your
money is working for you.”
More to the point, printers should
tackle the Australia Post issue by working
more closely with ma il houses to develop
strategies. She say s printers have a lot of
knowledge a nd expertise to offer.
“It is about understa nding clients’ needs
instead of just taking an order,’’ she says.
“You can either be a source of information
or a source of paper.” PP
not so effective anymore as many people
are ignoring emails or a lot of emails are
ending up in spam folders.
More might recognise that electronic
mail has its limitations. This is partly
reflected in the fact that digital upstart,
Digital Post Austra lia , a competitor to
Australia Post, closed down in July.
Computershare, one of three backers of
Digital Post, bla med a lack of cu stomers
for the decision to a xe the online ma il
What is needed, Healey says, is for the
indu stry to work with Austra lia Post to
find some way of managing the problem.
He says, “There are two ways to address it.
One is to put the price up, the other is to
increase volume and sell more. I am not
sug gesting it is the resu rrection of print
but certainly the decline that has been
anticipated of print could be addressed as
can the overall cost structures.
“Do you ju st accept that this is a n
inev itability or do you try to rectify it? In
the discussions I have had with Australia
Post, they say let’s have a look at our
supply chain and identify ways in which
we can improve efficiency. Is there a
future for mail that no one has thought
He says the PIAA is bringing other
stakeholders like the unions a nd Austra lia
Post licensees in on the discussion. As far
as he is concerned, it is a case of watch
A nu mber of major mail ser v ices, like
Pitney Bowes, ref u sed to talk to ProPrint.
Australia Post’s highly paid army of public
relations minions ref used to return ca lls.
But Lindsay May, ma naging direc tor at
The Mailing House, says the price
increases over the la st three years have
impacted on business budgets a nd that
mea ns printers are now getting fewer
“Mail users have seen significa nt price
increases over the pa st three years that
have impacted their budgets a nd now we
a re finding that people come to us a nd say,
I have this budget and that is all I am
spending,’’ May says.
“We deal with the end users. They are
using printers to print collatera l,
envelopes, brochures, a nd they come to us
to have those letters addressed, folders
inserted and mailed with Australia Post.
“ They have got to a situation where they
a re not increa sing their budget a ny more.
They were previously mailing a particular
quantity and now it is costing them 10 or
12 per cent more, so the budget has not
He says this ha s affected printers.
May is critical of the way Australia Post
has ha ndled it.
“If you go to the end, which is Austra lia
Post, I ca nnot u ndersta nd why they talk
the bu siness dow n. They keep talking
about reduced volu mes,’’ he says.
“It is one of those circu la r a rg uments.
You put the price up, and your volumes go
down and Australia Post is in this amazing
situation where they say we will resolve
this, we w ill put the price up. A nd the sad
thing is that they keep belting businesses
who a re the largest generators of ma il
when they should have years ago put the
price of the postage sta mp up. Politically
that is unpalatable. The sad thing is
nobody has the political temerity to
increase the postage rate.
“It leaves printers in a difficult space.
Not only do they have this, ma il is
probably a small pa rt of their total
business capacity but then you have digital
Friend or foe:
There are a lot of printers that have
no idea about data ... they are the
ones that will pay the price
Buzz Boritsky, managing director, Integrated Mailing Services
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