Atkinson is already in the presidential hot seat, and is placing his focus
for his tenture on young people, both those already in the industry and those
looking for a bright future.

Of his appointment as president of Printing Industries Atkinson says, "I
want to give something back to the industry that I've worked in for more than
40 years.

"I am a big believer in the need for a strong association and I want to
build on the work done by staff to revitalise the association and continue its
relevance for the industry."

Atkinson has been in print for the past 40 years, in fact his first
involvement in printing stretches back to England
from where he hails. Undertaking a management traineeship with Thomas De La
Rue, he went on to work in a number of production and marketing positions
before flying to Australia, the state where his wife was born.

"I like the lifestyle in Tasmania,"
he said, "you can get things done in a small state."

At the once Mercury Walsh, (now Geon), he became a sales representative and,
despite offers from other companies in other states, remained in various sales
roles for the rest of his career. Retiring 18 months ago, he opened his own
business, Print-Related Consultancy Services.

Atrkinson also identified government relations a as a key part of his time
as president, he says "We have to strengthen our position on industrial
relations, the environment, training and industry development."

The young hold the key to the future, according to Atkinson, who is keen to
blow out the cobwebs of a profession that has copped something of a bad
reputation.

"We need to counter some of the negative perceptions that are out
there, like the belief that printing is old-fashioned. It isn't," he said.
"It is a technology-driven industry but it is not threatening the
environment in any way."

Atkinson believes that printing reverberates throughout almost every facet
of our lives; even when he is not working he is still engaged with print as
reading is his favourite hobby.

"What people print is useful and every order has a purpose, whether it
is packaging material or a business card," he said. "Other businesses
can't survive without the printing industry in one form or the other."

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