American Printer's mission is to be the most reliable and authoritative source of information on integrating tomorrow's technology with today's management.
Oct 7, 2010 12:00 AM
The Graphic Arts Show Company (GASC) recognized the "Positively Print" award recipients at a ceremony following the Executive Outlook Conference preceding Graph Expo. Intended to spotlight promotional efforts centered on the effectiveness of print, Positively Print entries could be produced in any media, as long as the focus was on print targeting print buyers, print influencers and the broader community. Nominated candidates were evaluated on their originality and perceived effectiveness in delivering the message of print as an integral and effective component of today's integrated marketing campaigns.
"The purpose of the Positively Print program was not necessarily to identify a single winner, but rather to share examples of creative and effective print advocacy campaigns with the entire graphic communications industry," says Ralph Nappi, president, GASC. "We want to demonstrate to companies involved in print that advocating for print can be done and help carry a powerful message that will benefit the entire industry."
Positively Print "Exemplary Award" winners:
The Xerox Corp. With a longstanding history of promoting print, Xerox's television campaign about print, which began airing on Sunday mornings a few years ago, targets the executives and corporate decision-makers who often watch the current events talk shows that air on Sundays. The commercials describe the different ways in which print achieves results.
Magazine publishers. Five major magazine publishers - Conde Nast, Hearst Magazines, Meredith Corp., Time Inc. and Wenner Media - joined forces to conduct what might be one of the largest print advertising campaigns ever to promote the vitality of magazines as a media. Bearing the tagline "Magazines, the Power of Print," the campaign challenges the misconceptions surrounding magazines through a visually appealing mix of colorful imagery and clever wordplay.
Printing and Graphics Association - Mid-Atlantic (PGAMA). With the tagline "Print Grows Trees," this campaign by the Mid-Atlantic PIA affiliate has strongly countered the public notion that e-materials are environmentally friendly while print is not. The program, which can be modified and copied by others, is an example of how much a single entity can do to support-and promote-print.
Positively Print "Distinction Award" winners:
Hewlett-Packard (HP). HP's efforts to promote print were international in scope and even made it to the Cannes Young Lions International Advertising Festival competition. Targeted at marketing professionals, HP's campaign additionally made use of two publications to support its efforts.
Individual Print Advocate: Warren Werbitt & Pazazz Printing. Werbitt, the founder and self-described fisherman of Pazazz Printing in Montreal has unabashedly advocated for print throughout his career. Werbitt has promoted his passion for print in decidedly unconventional ways, most notably through two YouTube videos, "Printing's Alive" (parts 1 and 2), which humorously and dramatically show the necessity of print in the world. The videos have been viewed well over 200,000 times. See http://www.youtube.com/watch?v=VpAuDrs5ocg&feature=related and http://www.youtube.com/watch?v=FYHWAgSGgNk&NR=1.