Features November – December 2005
Back to the Future HUMAN
Vision 21: revisited
By: Ronnie H. Davis, Ph.D. impacted from the twin hurricanes of
R E L AT I O N S
Apprenticeships good for
Chief Economist, PIA/GATF
In October of 2000, PIA/GATF pub-
Katrina and Rita but still should grow by
around 2.5%. Overall these rates are
lished a landmark study on the future of below the forecast of Vision 21.
However, when the recession of 2001-
the North American printing industry – Employers are facing a and in their company.
Vision 21: The Printing Industry 2002 is subtracted out and the data is
crisis. “They feel more a part of
Redefined for the 21st Century. The adjusted for inflation the forecast is gen-
In the next five to 10 the organization and know
study projected the direction of the erally in the ballpark.
years, as Baby Boomers that there is room to grow.
industry over the period – Vision 21 foresaw major Veteran workers and opera-
2000-2006 and identified retire, a labor shortage is
changes in printers’ operat- tors participate in the
the imperatives that printers being predicted.
ing environment including process as trainers, and
would face during that time- Were the projections on the challenges of automated
“Employers will become
trainees are responsible for
frame. the mark and were there aware that they do not have
workflow management, the tracking their own
any major developments the people they need to
After five years since the rapid adoption of computer- progress. Employees are
meet future – or even pres-
publication date it is time to that were not foreseen? to-plate technology and use
ent – requirements...Smart gaining knowledge in a
assess the accuracy of of the internet as a business trade, and getting paid to
employers will plan and
Vision 21 – were the pro- communications tool. learn as they work,” said
act,” stated The Herman
jections on the mark and – Vision 21 properly predicted the Trend Alert, published by Sutton.
were there any major developments that fairly rapid transition of printers into the strategic business futurists Setting up an apprentice-
were not foreseen? This article provides communications logistics business with Roger Herman and Joyce ship requires creating train-
a summary assessment. the growth of ancillary services such as Gioia. ing modules for each of the
– Overall economic trends – Vision mailing, fulfillment, and database man- apprenticeship positions.
One way to combat this
forecasted overall economic growth of agement and increased short run color The grids for the modules
issue is by offering appren-
3.2-3.4% over the 2000-2005 period. digital printing. are submitted to the state’s
ticeships. Companies that
Understandably, the study did not fore- – The study predicted that the struc- offer apprentice- Department of Labor for
see the terror attacks of 9/11 and the ture of the printing industry would con- ships, which are certification.
subsequent economic recession in 2001- tinue its rapid transition with a decline in structured train- Sutton’s com-
2002 so the economic forecast was on plants, an increase in the average size ing programs for “Smart employers pany develops
the high side. The actual economic plant and the movement to digital tech- new and exist- will plan and act.” training modules
growth for the 2000-2005 period stands nology. ing employees, specifically for
at around 2.9%. Taking away the two have a leg-up in printing compa-
recession impacted years of 2001 and – The study accurately predicted the
squeeze on industry financial perform- recruiting. Jess nies, working
2002 the economy grew by an average of Sutton of Professional with management and pro-
over 3.6%. ance even as the cost of capital declined.
Project Management, Inc., a duction to develop each
– Print market growth was also severe- All in all, Vision 21 has proven to be PICA member, said that skillset and using
ly impacted by 9/11 and the recession. fairly prophetic in anticipating the major apprenticeships have short- PIA/GATFPress materials
The recession of 2001-2002 caused print- drivers of the industry over the past five term and long-term bene- and resources. After the
ing shipments to decline. Sales rose years. fits. “One of the first notice- employee completes train-
slightly in 2003 and increased at a 2.8% Contact Ron Davis, Chief Economist able benefits to the compa- ing, the DOL is notified and
pace in 2004. This year’s shipments are at PIA/GATF, (703) 519-8102. ny is a fairly fast-track to a a certificate is issued.
reduction in errors. Once
S&ME group provides added value everyone is singing from
Having a formal appren-
ticeship program helps
the same songbook, that
for sales, marketing employees profit-robber should be an
with recruiting new
employees into your
To help printing companies with sales tough challenges – making your market- early victory.” comapny. “We have to con-
and marketing, PIA/GATF encourages ing plan work for you, training your sales Benefits to the company tinue to find ways to make
firms to explore becoming members of a force, dealing with tighter margins and include better quality, our industry and our com-
special industry group designed to commissions, motivating yourself and enhanced efficiency and a panies more attractive to
address the issues that sales and market- your staff, and much more, according to “culture of accountability,” smart, talented people,”
ing professionals face. the section webpage on www.gain.net. said Sutton. said Sutton.
The Print Sales & Marketing Executives Active memberships in PICA and After employees are For more information on
(S&ME) section offers members unparal- PIA/GATF are required to join the S&ME trained, they attain certifica- starting an apprenticeship
leled peer networking in a national, non- section. The section membership fee is tion in that area – certainly program, call Jeff Stoudt at
competitive, setting. S&ME’s member $215 per year. good for a company’s mar- PICA, (704) 357-1150 or
benefits and conferences promote cut- For more information, contact Beth keting image – and the Jess Sutton at Professional
ting-edge thinking in the print sales and Parrott at (703) 519-8137 or employees also gain a sense Project Management, Inc. at
marketing arena and address today’s email@example.com. of confidence in themselves (919) 303-4829.