For our special issue, PrintWeek talks to three very different buyers to ask how their marcomms print requirements are changing and evolving. Their answers throw up some interesting issues and some predictable concerns.

Common themes include security of supply and a constant quest for cost-effectiveness in a world of ever-diminishing turnaround times. What’s clear is that print is facing an ever bigger challenge as digital encroaches on more and more areas of print.

The National Trust

The National Trust has more than 4m members, and print plays a vital part in the overall package of member communications, which include an annual handbook and members’ magazine published three times a year. Printed collateral such as information leaflets and guides are also an established element of visits to the Trust’s properties. More than 14m people per annum visit The National Trust’s pay-per-entry properties, and 50m visit its open spaces.

Graham Prichard, print and production manager says: "We are always faced with the challenge of spending members’ money and getting best value. In the four years since I joined the National Trust, it’s been a constant process of looking at how we can do things smarter. One example is that we’ve reduced the paper weights for the magazine and handbook and are looking at doing similar things with other printed collateral.

"Our newsletter used to be managed as a regional item, but we have consolidated that into one printer, whereas before it was at nine printers. By doing that, we’ve achieved cost savings and we’ve reduced the environmental impact because there are fewer trucks on the road going to and from various printers.

"Our aim is for all of our material to be on 100% recycled paper, although it’s not always possible to achieve that. There are certain items that can’t be: for example, we can’t get a rigid enough board for our membership pack in recycled fibre. We are approximately 90% compliant, which is not bad for an organisation of our size. Reducing waste throughout our processes is also an area where we’ve done quite a lot of work and have made some pleasing improvements.

"There are some interesting digital print developments coming along that we will take a look at, although for our requirements the price for analogue versus digital still comes down in favour of analogue. One of the ideas we’re exploring is a variable cover for our newsletter, which would mean we could dispense with the carrier sheet required currently. We could create a personalised newsletter for any member in the country with content that was relevant to National Trust properties within 30 miles of their home. Certain printers are looking at digital web technology that would be able to do it, if we get to that point. There could be some good innovations for us in long-run digital printing when the cost becomes viable.

"Part of my role is to constantly look at print options. We have a very strong supplier base and are very happy with them. But I have to keep up to date with the market. The sale of St Ives Web is an example of how things can change very quickly.

"Our procurement strategy is about economies of scale, rather than simply squeezing people on prices. There are all sorts of ways to consolidate and be more efficient about what we need. We know that our suppliers have to make a profit to be sustainable and to be able to reinvest. But for all of us the paper industry needs a reality check. If they were more intelligent about the way they impose price increases people would know where they stood. One increase a year is realistic.

"My team and I spend our time trying to buy smart, and you need knowledge and experience of processes to do this. An example is the annual voting papers that go out with the magazine. This year, rather than a separate booklet in the mailing pack, we created a section in the magazine on a different paper stock, with a throw-out that included the papers. It worked brilliantly and improved the voting performance while at the same time driving costs out, so it was a win-win. It all comes back to having knowledge about what can be done."