This month I had the opportunity to chat with Michael Makin, president and CEO of Printing Industries of America (PIA), to discuss how process automation and social media are important tools that many printers still aren’t utilizing.

First of all, for our Canadian readers, what’s new at the PIA?

A lot of things are new here at the headquarters. We’re very busy on a number of fronts. One thing we’re working on is process automation and getting that ball rolling through the industry. Its importance needs to be recognized. Another topic is the importance of social media. We will soon be releasing a report about how companies can use it to their advantage going forward. Legislatively, we have to maintain a proactive agenda in the face of the Obama administration. It has not been the most business-friendly organization to deal with, but we’re minding our Ps and Qs.

Going back to your point about social media, I noticed that you have both a LinkedIn account and a Twitter feed. How do you think printers can use social media to their benefit?

I think it is just another tool in the communication arsenal for companies to get their name out there. It is important that they do so judiciously. It can be used as a tool for printers to help their customers in identifying opportunities. I have seen examples of printers doing this successfully by providing helpful tips to assist their customers to become more successful. Printers are not always known as being the greatest communicators themselves, but social media can definitely be used as a tool to champion your services.

What do you think of Apple’s new iPad? Do you think in the end it will enhance or harm our industry?

Well, that’s the $64,000 question. I’m a purist when it comes to books – I like the tactile experience. I haven’t purchased a Kindle or any other type of e-reader. But I think the iPad will definitely have an impact on the book market. For publishers it will be great, but it will pose a big challenge for traditional book printers. We have to embrace new technologies though, and there are ways that printers are getting involved with innovative campaigns involving mobile devices. It can be used as yet another potential communication ally.

You were recently at a seminar at Toronto’s Ryerson University about JDF technology and education. You spoke about how every printer is trying to be more efficient, and one of the only levers available to them is automation. Have you seen JDF catch on well in the U.S. or are a lot of printers still slow to adopt?

I think it’s fair to say that for the most part there is still a lot of ambivalence when it comes to JDF. We’re in the wake of the worst financial crisis since the Great Depression, so many companies are just focusing on survival and are not able to look at opportunities like this. However, many assume that introducing a JDF workflow requires a large investment, new technology and new equipment. This is sometimes the case – but not always. JDF has been slower off the mark than CTP, for example, but there is no doubt that the profit leaders are looking at avenues such as this to reduce cost and be efficient. In a cut-throat environment where pricing is used as a mechanism, it is critical to look at ways to achieve this.

Having just visited Canada, what are the similarities and differences you see in the industry in our country versus the U.S.?

I think there are huge similarities. Fundamentally, the industry is still made up of many small players and a few large players. I think there are some interesting consolidations that are happening in Canada though – especially in Atlantic Canada – that we’re not really seeing in parts of the US. However, I think the challenges are the same. Success for printers everywhere requires investments in technology and capital. Everyone is facing the changing perceptions of customers. The industry also requires boot-strapping entrepreneurship!

What is your favourite part of your job as president and CEO of the PIA?

I would have to say my favourite thing is visiting members. I’ve been very fortunate that for my job I get to visit hundreds of facilities, not just in the US, but all across the world. I think that’s the most enjoyable part because I get to see the members and talk to them and hear first-hand what concerns them and what their issues are. That’s a privilege that I relish and cherish.

One of my favourite questions to ask the people I interview is: when you were a kid, what did you want to be when you grew up?

I had all sorts of grand aspirations. At one point I wanted to be an actor and be the next Richard Burton. And then I had a phase where I was going to be the next Peter Jennings. Interestingly enough, all of these grand plans had a component of communication in them. I have held on to that and always enjoy being around people and communicating with them.