The Printerviews

In this episode, I am joined by Lucy Swanston, the Managing Director of Nutshell Creative and Chair of the Strategic Mailing Partnership (SMP). With over 20 years at the helm of Nutshell, Lucy shares her journey from starting a business in her back bedroom during a recession to leading a multi-award-winning agency that bridges the gap between creative strategy and print production. We discuss the importance of staying in your lane while remaining agile, and how print remains a vital, enduring ecosystem in an increasingly digital world. The conversation delves into the shift from a 'manufacturing-led' mindset to one that leads with value and strategy. Lucy explains why consistency is the most critical word in marketing, warning against the 'New Year’s resolution' approach to social media that quickly falls by the wayside. We also explore the surprising resurgence of direct mail among younger generations and why, as we look towards 2026, building credibility and human trust is more important than simply churning out automated content. Key Takeaways Consistency is the foundation of visibility and long-term marketing success. Transitioning from a 'printer' to a strategic partner requires leading with value rather than machinery. Younger generations have a high engagement rate with physical mail because it feels tangible and personal. Authenticity in AI-generated content is vital to maintaining trust with your audience.  Specialising in a specific sector or 'vertical' allows you to become a specialist rather than a generalist. Values like trust and transparency must be lived and breathed, not just used as marketing buzzwords. Effective time management is the biggest challenge for print leaders trying to grow their business. Integrated campaigns that blend digital and physical channels are far more powerful than single-channel efforts. Leadership success often comes from hiring for personality and cultural fit first. Print is a resilient, thousands-year-old ecosystem that continues to evolve rather than disappear.

In this episode of The Printerviews, host Colin Sinclair McDermott is joined by Tom Peire, CEO of Four Pees and Chief Evangelist at Atomyx. Based in Ghent, Belgium, which is a hub for print software innovation, Tom shares his journey from a high school dropout and aspiring graphic designer to leading a digital transformation agency for the print industry. The conversation dives into the evolution of automation, moving beyond simple downward streams to what Tom calls 'connected automation'. He explains how Atomyx, a cloud-based integration platform (iPaaS), aims to revolutionise production by lowering the barriers to connecting complex IT stacks. Tom also emphasises the human side of technology, noting that their tagline 'Feel the Good Flow' is about managing the emotional transition for both business owners and shop-floor operators. Beyond the technical, Tom reveals his personal passion for tandem cycling, sharing the story of a 5,000Km journey to the North Cape with his wife, an experience he describes as the ultimate relationship builder and a metaphor for the collaboration required in business. Key Takeaways True efficiency requires all systems to be interconnected, allowing data to flow in all directions, not just from artwork to output. Many print shops struggle not because of technology, but due to a lack of clear management vision and a manufacturing-only mindset. To succeed as a fulfilment partner for marketplaces like Gelato or Amazon, printers must provide real-time data and transparency back to the buyer. Investing in software (often ranging from £50k to £100k) frequently offers a return on investment of less than one year by reducing manual touchpoints. Branding in the technical space should address the emotional impact of change, moving from fear of technology to feeling the flow" In the next five years, the ratio of investment in software and sales technology versus heavy machinery must increase for printers to remain competitive.

In this episode of The Printerviews, Colin is joined by Richard Askam, the host and founder of Print Island. Richard shares the story of his accidental pivot from a 50-year-old family wine business into the print industry, where he pioneered the use of personalised labels to stay ahead of retail giants. The conversation explores the deeper purpose of print, moving beyond technical specifications to focus on the emotional connection and transformation it provides to the end consumer. Richard also discusses his latest venture, Print Island, a content platform designed to act as the Spotify for print by hosting honest, unvested conversations about what the industry is actually for. Richard emphasises the need for the industry to ditch its technical jargon and reclaim its confidence through authentic storytelling. As a public speaking coach, he also offers advice on how to bridge the communication gap between manufacturers and the outside world to ensure the industry continues to flourish in 2026 and beyond. This episode is a must for anyone looking to understand the intersection of retail trends, consumer psychology, and the enduring power of print.  Key Takeaways Richard transitioned from a 50-year-old family wine business into pioneering personalised labels as a survival strategy. The Share a Coke project was designed as a communication tool to engage a younger generation. Print Island provides an unvarnished, honest space for the industry to tell its story to the outside world. Consumers value the emotional reaction and transformation of a product more than the technical process of printing. Success in modern marketing requires translating technical print jargon into clear consumer English. Personalisation has moved from a luxury to a standard consumer expectation that brands must now facilitate. Public speaking and storytelling are natural human skills that printers must unlock to build confidence.

In this episode of The Printerviews, Colin Sinclair McDermott speaks with Dave Leskusky, President of Printing United Alliance, who reflects on a career spanning three decades in the industry. Dave details his journey from selling magazine classified ads in 1995 to leading the transition of Napco Media into a digital-first media and events organisation before its integration with the Alliance.   The discussion centres on the strategic vision behind bringing multiple trade associations under one umbrella to serve the entire printing ecosystem, from commercial and packaging to apparel and wide format. Dave shares insights from the recent Printing United Expo in Orlando, noting the high energy and the success of new initiatives like the AI Pavilion and expanded student programmes. He explains the concept of convergence, where printers leverage digital technology to diversify their offerings and capture more of their clients' marketing spend.  By focusing on common challenges such as workforce development, legislative advocacy, and technological education, Dave highlights how the Alliance aims to provide the resources and leadership necessary for the industry to thrive in a rapidly evolving landscape.  Key Takeaways Unified several major associations to create a single, powerful voice for the printing ecosystem.   Cultivated a talent pipeline by growing student membership from 200 to over 2,000.  Encouraged printers to diversify into segments like packaging and promotional products via convergence.   Established the AI Pavilion and consulting services to lead members through emerging technology shifts.   Emphasised the need for consultative sales training to capture more of client marketing budgets.   Provided over $150,000 in free educational courseware to students through the iLearning platform.   Acts as a central advocacy body for legislative affairs, OSHA standards, and sustainability issues.  

This episode is different. I recorded it live at Printing United Expo in Orlando with Megan O'Reilly and Maurice Harold from Pitch Black Printing Co. They'd just got married, and they chose the expo as part of their honeymoon. That tells you everything you need to know about how much print matters to them. Pitch Black Printing has been going for ten years. It started with music and DIY screen printing. Now it's a respected Reno business that does fine art, commercial work, and numerous community projects. They're fiercely independent. And they've built something special. We talked about their journey. How they've stayed involved in local causes. Why they charge fairly and keep learning. Their location in the Brewery District serves as both a gallery and a coffee house, allowing them to constantly build relationships with artists and clients. We also got into the challenges. Managing a multifaceted business. Working as partners in life and work. What they've learned along the way. And, as always, there's the quick-fire round that shows their eclectic tastes and some quirky print adventures. This episode is all about embracing creativity, collaboration, and community. Megan and Maurice are doing it right. Key takeaways: Megan and Maurice advocate using print as a gift to support community fundraising and charitable causes actively. The business started when they realised they could screen print their own band's merch cheaper than outsourcing. Their unusual business model includes a front-of-house gallery and coffee shop to attract print customers. A key business lesson learned was the necessity to charge appropriately for their high-quality work. Coming from an art background allows them to use creative problem-solving on commercial print jobs. They stress that true sustainability goes beyond recycled paper and includes eco-conscious operational choices. The co-owners' success is based on their completely opposite and complementary skill sets in art and operations. They are excited about new equipment, like a specialised scanner for capturing oil painting brushstrokes. A highlight for their business was printing covers and wedding stationery for well-known musicians and actors.

In this episode of  The Printerviews, host Colin Sinclair McDermott interviews Shelby Sapusek, Chief Communications Officer at ColorCasters. Shelby shares her journey from the newspaper industry to becoming a color management expert, discussing the challenges and intricacies of color management in print. The conversation covers the importance of color consistency, the role of AI in color management, and the need for education in the print industry. Key Takeaways: Shelby transitioned from journalism to color management, emphasizing the importance of color in print. Color management is crucial for maintaining brand consistency across different media. Simple changes in design software settings can significantly improve color quality. AI is becoming increasingly useful in color management, though it requires careful application. Education and understanding of color theory are essential for achieving consistent print quality. Shelby advocates for transparency and teaching clients about color management processes. The print industry needs more automation to reduce human error in workflows. Shelby's passion for print is driven by its versatility and the continuous learning it offers. Networking and collaboration are key to staying updated in the print industry. Shelby encourages print facilities to embrace change and seek education to improve their processes.

In this episode of The Printerviews, host Colin Sinclair McDermott talks with Nicole Spencer from RMC Digital about her journey in the print industry, the challenges and rewards of running a business, and the importance of community and innovation in print. They discuss Nicole's career path, her involvement with Fespa, and the impact of print on education and global communities.  Takeaways Nicole started her career in recruitment before moving into the print industry. RMC Digital is a trade-only wide format print company. Nicole emphasizes the importance of decision-making and taking initiative. The print industry is often overlooked but is integral to everyday life. Nicole's involvement with Fespa has been pivotal in her career. Print has a significant impact on education and global communities. Running a business can be lonely, but community support is crucial. Nicole values helping others and sharing knowledge within the industry. The print industry needs to attract more young people and women. Nicole's leadership style is about working hard and being nice to people.