NSPA--Bringing It Home

Twenty-four years after its first meeting, the National State Publishing Association returned to Carson City for one of its most ambitious conferences yet.

The National State Publishing Association certainly has a loyal following. Not only did its recent conference in Carson City, Nev., draw 48 government in-plant representatives from 34 states, but more than a half dozen retired government printers showed up as well—from as far away as Alaska and Hawaii.

Their trek to Nevada's state capital was well worth it, because Don Bailey, Nevada State Printer, together with his staff and the NSPA office staff, organized an activity-packed three-day event, blending education and entertainment into an experience none will soon forget.

With bright sunshine outside and the lure of slot machines indoors, attendees had plenty to do—when they weren't busy networking or attending conference sessions.

Bailey organized the first NSPA gathering in Carson City 24 years ago, and planned this year's event as something of a homecoming for the association, which now boasts members in 41 states. Like its predecessors, this year's conference updated attendees on the latest industry trends, while giving NSPA members a chance to discuss their concerns and get feedback from their peers.

Market Your In-plant

At one such session, Gary Judd, Missouri State Printer, offered his suggestions on ways to market your in-plant. Of chief importance, he said, was communicating frequently with customers and supervisors so they understand your in-plant is necessary to the organization. Judd says he capitalizes on "thank-you" letters from customers, using them to market his in-plant.

Judd also emphasized the importance of knowing your printing costs by implementing a chargeback system. He advised in-plants to set goals and measure results. This will provide concrete proof of the in-plant's efforts. Judd showed copies of the annual report published by the Missouri State Printing Center, which details the number of jobs, amount billed and, most importantly, savings.

At another session, Harold Pence, of the Alaska Legislative Affairs Agency, solicited feedback on computer-to-plate systems. Based on the positive feedback he received, he said he planned to pursue this technology. Also at that session, printers discussed the virtues and weaknesses of the Xerox DocuTech and the Heidelberg Digimaster 9110.

Sometimes conversations led to debates, as when state printers from two different states discussed their differing views on how to print legislative work. One expects a decrease in legislative printing and wants to print these jobs digitally, perhaps on a Xerox device. The other uses two 36˝ offset presses to print up to a million pages overnight and feels there's no way he can print this work digitally.

"Inside The NPL"

Digital technology was a recurring theme at the conference. Perhaps the most entertaining presentation on the topic was Danka Office Imaging's parody of "Inside the NFL," retitled "Inside the NPL" (National Printers League). Two "announcers," Danka's Stuart Terrell and Ken Scott, discussed the big game, a contest between the Analog Sneakernets and the Digital Revolution.

The implied point was that digital copiers are fast pushing analog copiers aside. By 2003, the announcers claimed, the Analog team's fan base would slip to just 13 percent, compared to Digital's 87 percent.

The strengths of the digital side, they said, include its open architecture, its print-on-demand and customization capabilities, and the ability to print to remote locations. Also, they stressed, it takes less digital gear to do the same work an analog device can do.

At another session, Paul Hostelley, of Heidelberg USA, compared digital copiers to direct imaging offset presses. Toner-based digital printing has its advantages, Hostelley noted: it's good for very short runs and variable data printing, as well as for distribute-and-print applications.

But, he cautioned, it has a high cost per page and a limited number of paper stocks that can be used. There are also problems with sheet-to-sheet and front-to-back registration, and static can cause trouble in the bindery stage. Plus consumables and service are generally only available from a single source.

Direct imaging, on the other hand, has no stock limitations, he said, and uses open market consumables. Additionally, it's made for outputting short runs of between 500 and 7,500 impressions. DI presses provide high quality offset printing and a high amount of up time.

There are weaknesses, though. Unlike with most toner-based equipment, skilled operators are needed. There's a high first-sheet cost, too, and turnaround can take days.

The CTP Challenge

Another way to print with digital data is to go computer-to-plate (CTP). On hand to explain the topic was Louis Kopecky, of Fuji Photo Film. He said that as of the end of 1999, some 3,500 CTP devices had been installed. Over the next three years, though, the installation base will triple, he added, reaching 10,000.

Kopecky noted the advantages of CTP: no more film, reduced labor costs, faster makereadies, less waste, higher quality and better consistency. But he didn't shy from pointing out the difficulties: training costs can be high; network traffic will increase; CTP plates cost 10 to 40 percent more than conventional plates; plate processing equipment must be purchased; and maintenance costs must be considered.

The Internet's Impact

Other speakers addressed the impact of the Internet on printing. Robert Onorato, vice president of sales & marketing, Digital Express, IKON Office Solutions, noted that nearly 80 percent of purchasing professionals see the Internet as the primary means of communicating with suppliers. About 70 percent, he added, already use the Internet for that purpose. Onorato pointed out that if printers don't develop e-procurement strategies, they risk becoming obsolete.

A few NSPA attendees are already offering e-procurement, notably the State of Washington, which lets people order business cards, letterhead, publications and even CDs and videos via their Web site.

Salespeople: The Inside Scoop

The conference wasn't all about technology, though. Andy Lepeilbet, president of American Press and Digital Products, enlightened the audience with inside information on salespeople. He stressed that a professional salesperson asks you questions to assess your needs—he or she doesn't simply show you products.

"If they're just telling you things, they're not interested in taking care of your needs," he said. If a salesperson starts out with a five-minute talk, Lepeilbet said, send the person home.

When the salesperson makes a proposal, he added, he or she should tell you what the product can do for you and how it will solve your problems—they shouldn't recite every feature.

Another speaker, Lee-Ann Easton, a State of Nevada personnel officer, discussed the importance of prompt employee performance appraisals. Don't wait until the end of the year, she advised; you owe your employees feedback and must clearly tell them what you expect of them.

"You, as a manager, are their coach," she stressed; good communication will yield a better employee.

Don't just concentrate on correcting bad behavior, she said. When an employee does something good, write it down. It shows them you're paying attention. Employees must feel they're an asset or their morale will go down.

Educational sessions were only part of the conference, though. For most attendees, the main draw was the chance to talk with fellow government printers and discuss common concerns—as they've been doing at NSPA conferences for nearly a quarter century.

At a touching reception held to honor NSPA retirees, founder Don Bailey fondly recalled past members of the association, living and deceased. This was a characteristic moment in an association that does not forget its past even as it moves to build a stronger organization for the future.

The 25th Annual NSPA Conference will take place September 30 to October 3, 2001, in Baton Rouge, La. For more information call (601) 582-3330 or visit www.govpublishing.org.

by Bob Neubauer