65-2: New Media vs. Old Media at a Trade Show

As a member of the new media I would like to thank the SGIA show management for their recognition of the shift that is occurring in the way people gather news and information. While JimRaffel.com is not listed among the 22 most popular blogs in the world we do a pretty good job reaching those interested in color measurement and process control. After a review of the site, SGIA show management was enlightened enough to grant me press credentials for the show.

What do new media writers have to offer a show like SGIA? When I planned my trip to SGIA I had two meetings planned as Jim Raffel, the CEO of ColorMetrix. Thus, I decided to make good use of my “spare” time at the show learning more about the specialty graphic market and sharing that knowledge with you, my readers. I think the key item that differentiates me from a traditional media writer is that I have no deadlines and no publisher demanding that I put out a specific number of words or posts each day, week, month, etc. I write only when there is sufficient copy to write about something, and by and large only as it relates to color measurement and color process control.

I do not visit the press room and pick up press releases. I observed most of the traditional media representatives picking up press releases at the press room. Then, they all make the rounds of the booths with the most compelling releases and speak with the marketing people there for the benefit of the company with the press release. I am not saying this is a bad thing, well maybe I am… We have a journalism graduate speaking to a marketing graduate, neither of which has probably ever worked an image in Photoshop, made a plate, run a press, etc… It is, however, a great way for those companies’ issuing press releases to get the information out.

Take a look at my previous post. Do you think the average trade magazine author in our industry could explain to you why Canon’s move back to an 8 color printer is significant? Would they understand that none of the RIP manufacturers could figure out how to properly render the RGB inks in the Canon’s 12 color printer? In this industry we just seem to do better with 8 color CMYK printers to render images. As a result it is difficult to hit a lot of the spot colors, but if the spot color looks great and the photograph of the kids eating the chips next to it looks awful, that is a problem.

If you do not believe me take a look at the redesigned Graphic Arts Monthly website and notice how prominent the blogs are. WhatTheyThink.com is another a good example of a new media site even if one does have to pay for the content that really matters. WhatTheyThink.com provided very significant coverage of GraphExpo (A printing industry trade show) all in digital form.

As for SGIA show coverage I had planned on more, but the Jim Raffel CEO guy got busy with many unplanned meetings. Many of my contacts from the more traditional side of graphic arts turned out at the SGIA show and are expressing a greater interest in bringing color measurement and color process control to the Specialty Graphic market.